In previous blogs, Frozen Fire has stressed the importance of a well-planned script and messaging strategy. However, when creating a video there is another aspect that is equally vital, visual consistency. The content of a video should always reflect the ideals and goals of your company. What is visual consistency and how do you accomplish it?
Visual consistency can mean very different things depending on your industry and professional position. As video marketers, we are generally referring to the way all of the view-able elements of a video work together. When you are evaluating your video for visual consistency, consider these questions.
Do the colors used in the video clash with your logo? Consider matching your logo fonts or colors in your graphics. When you incorporate your company name or logo into the video, does it feel like it belongs there or like it’s just been tacked on? If your video and your brand aren’t meshing, then you may need to re-evaluate the design for one or the other.
Thematic consistency is a large umbrella covering everything you see in a video. Check if the fonts, colors, and transitions work together. Be purposeful with your visual elements. Do they help create the desired emotional effect for the audience? Do the images reflect or contradict the messaging goals of the script? Too many different visual styles will make your video seem crowded and confusing. Sticking to a single thematic style will make your video feel cohesive and welcoming.
Visual consistency aids brand recognition simply by increasing the number of times we see the logo and brand elements. Visual consistency can also create subconscious connections between a brand and real life situations or settings. For example, I think of Tide and Snuggle laundry detergent/fabric softener when I see wildflowers in a field because of commercials there were on air when I was young. It creates emotional responses in your customers that you want associated with your brand and helps unify your vocal message. While visual consistency is important, don’t feel like you have to limit yourself to one type of transition or font. Just make sure that these additions serve the greater purpose of the video, to promote and support your brand. If your visual ideas don’t blend well throughout the whole video, consider making multiple short videos instead.
Address and plan for visual consistency from day one. The questions above should be asked and addressed during pre-production and taken into consideration in production and post production. Thinking through your visuals before you start filming or designing and animating will save you a lot of time later in the process. When visual consistency is not thought of early, you can end up re-designing, re-shooting, or settling for a video you’re not happy with.
If you are looking for a video production company that will take visual consistency into account, contact Frozen Fire and we will work with your team to create a video that embraces your brand.
By Liz LeGrande
Frozen Fire is a digital business development and communication strategy firm that exists so that businesses have the tools necessary to know exactly who their customers are and what their customers are looking for; we help companies connect with their customers via digital marketing strategies; and we help them to drive their sales, business development and marketing efforts, so as to gain the maximum return on their investments in terms of marketing dollars, efforts, and human resources. Contact us to learn how we can help your business know, connect, drive.
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