15th November 2013

Black and White or Color? Importance of Color in your Video

So you are looking to create an online video for your product or service.  Did you think of what color background you should use yet? What color shirt should the presenter wear?  Should there be any color at all?  One of the first decisions you must make is how to utilize color in your video.  Here’s why:

Communicating with Color


Videos for marketing use colors to set the tone.  Don’t forget to think about what the viewer sees before the actual video.  The colors on the landing image of your explainer video are what gets the attention of the viewer in the first place and makes them want to click on your video.

The colors in the actual video entertain the viewer while also displaying a little bit about you.  Do you want to show optimism?  Use yellow.  Do you want to seem trustworthy?  Show blue.  White and black display a very calm, neutral image.  There are many studies behind how people perceive colors and what different color combinations mean to different people.  Before creating an online video, take a look at these different dynamics.

 Manipulating Emotions

emotion in video

It is no secret that different colors can stimulate different emotions, but how can we utilize this when creating an online video?  In an explainer video, you can make the viewer feel a certain way while they are being exposed to your product or service.  No, you don’t need hypnosis; just carefully select the colors in the frame!

Studying how people react to colors is so important before making an online video.  Think that promoting the newest, most exciting rave coming to town in a few weeks with some blue and green graphics is a good idea?  Think again.  Blue has been shown to increase calmness while green represents balance.  After researching, you will find that reds and yellows which promote energy and fun are the way to go for this project.

Brand Identity


Why is Target red?  Did Starbucks decide to have a green logo from the beginning?  These companies didn’t just choose these at random.  Colors give brands a certain identity.  Choosing yours when creating a marketing video is crucial to the success of your online video and your company.

Using  color effectively in making your online video can help to target your customers.  Women are partial towards blue, purple, and green, while men prefer blue, green, and black.  Companies strategically use certain colors because of what type of company this color is often paired with.  Orange means customer-friendly.   Do you know of many environmental companies that don’t have green in their logos?  Why do we see so much blue around election time?  It conveys trust and security.  Don’t be afraid to conform to your industry with the colors in your online video!

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About the Author

Anish hails from London and holds a degree in software engineering from the University of Manchester. Following his education, he worked for several years in the financial industry as a platform administrator before founding Revolution Productions in 2008. In addition to over seven years of video production, Anish is seen as an industry professional, adding his insight in publications such as VentureBeat, ReelSEO and Wistia.

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