How Visual Design affects your Audience in Video

Have you ever been on a website where you can’t figure out how to click the “Help” button or “Logout”? You know why you can’t find those buttons? You guessed it– poor visual design. Websites that have frustrating layouts or complicated arrangements make it annoying for viewers to find what they want. And now imagine this in a video – it’s even worse, trust us.

Visual design is important because you want to make your web video for marketing as easy to understand as possible for your viewers. You don’t want them to get confused when looking at your video, you don’t want them to get frustrated, but instead you want to keep them happy and calm. You want them to be like children sitting far too close to the television, captivated by the moving pictures.

Here’s the thing, visual design can be tricky and some production companies (ahem ahem…some of our competition) have only mastered the techniques of production and film, without mastering design elements as well. Since all images have both intellectual and emotional meanings, production companies must effectively appeal to viewers in both of these senses.

Everything on the screen communicates something, and whether it’s I can really dance (and my dancing has evolved) or look at my baby laughing, you want to make sure you are communicating the right message, and usually this means promoting your brand. Your video should make the viewer understand, remember and learn from what they watch. Here are some helpful tips:

• Graphics: Use graphics that belong together, not just a hodgepodge of whatever you can find.
• Contrast: Use appropriate contrast in your video to get viewers to focus on what you want them to focus on…not on something else. We get distracted easily, so hold our attention.
• Fonts/Color/Sizing: Is it a serious video? Then don’t use Comic Sans, because that makes us feel light and fun. Use light colors such as white or pale/faded colors because they are easy on the eyes. Bright colors also can make a difference if viewers watch the video or not and sizing can be attention-grabbing, so use it wisely!
• Time: Don’t rush! Don’t make the technology aspect more important than visual design.
• Power of Minimalism: Using too many colors or effects might take away from the point you are trying to make or make people forget the main idea of your video. Use simple designs so someone can understand your product or message more, and don’t let them get distracted by all the flashy colors!

If you already work with a video production company, then make sure they understand how user-friendly you want your video to be…though you don’t have to explain that to us…we get it, and we get you. If you are going at web video advertising alone, then don’t try fancy techniques unless you know what you are doing. Simply put: Keep it simple!