12th March 2012

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.

video design

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!

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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.

Responses (2)

  1. admin
    20th March 2012 at 5:08 pm · Reply

    Hello, Yes feel free to share with your twitter group!

  2. admin
    20th March 2012 at 5:09 pm · Reply

    haha! Thanks for the compliment :-). Please keep reading our blogs and we glad to spread the love about video!

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