When creating a video, we are all tempted to put a lot of information in it by fear of not being clear enough about the message to be conveyed. Wrong! Putting too much information will make the video cumbersome and unpleasant to watch.
A motion design overloaded with information
Two senses are solicited by your audience: vision and hearing, which makes it possible to convey a message by balancing the animations and the voice-over. Indeed, there is no need to put too many details on a promotional-type video because you have to let the suspense hang over the audience. You have to make them want to get to know you and click on the link on your website! Be careful not to overload the visuals. The animations must be at the service of the message and not the other way around. By multiplying them, there is a higher chance of distracting your audience and weakening the transmission of your message. If you feel that the message you want to convey requires a large amount of information, don't hesitate to extend the length of your video or add one or more voice-overs. You can also choose to create a mini-series of videos to highlight the various benefits of your service or product.
Increasing the graphic styles of a video
It is important to have a balance in the content of the video. It is essential here to create and keep a homogeneity in the graphic style of your realization. The choices available to you are large, which can make it difficult to make a choice. One will therefore be easily tempted to mix graphic styles and the aesthetic rendering will not be ideal. As previously mentioned, video is mainly about vision and it is therefore essential to be consistent in the choice of the graphic theme. You only have a few minutes, even a few seconds, to show the image of the company to the audience. The latter will only rely on what he/she sees and will associate the quality of your video with that of your company. If you have a well-developed graphic universe, choose a video that is close to it in order to maintain consistency. If you lack inspiration, do not be afraid to consult examples of productions from your sector of activity or from companies that you are interested in. Motion design allows the creation and animation of graphic elements, take advantage of this opportunity to develop a set of elements that reflects you! In a global way, the choice of your graphic universe must be in relation with the visual identity of the company. Refer to the graphic charter of your company, its logo or the colours of the website. If you decide to break away from this, the graphic universe will have to be in accordance with the type of message you want to convey.
Incorporate too much text into the motion design
Text overlay in a motion design is the way to support and highlight the different keywords of a sequence. This will draw the attention of the person watching the video to a specific wording that you want to highlight. The display effects of the text will also appeal to the audience and stimulate their memory. However, this technique should be used sparingly. Excess text can overwhelm the animations in the sequence and "stifle" it. Once again, it is a question of visual balance. If the sequence already contains a lot of characters and animations, there is no need to add text. On the other hand, if the sequence is visually empty, the addition of text will fill in and dynamize the sequence. If you need to put a lot of text in the video, opt for sequences where the animation will be light. If you want to voluntarily display a lot of text, you can opt for computer graphics. This style of animated video allows the dynamic display of sentences, numbers and graphic elements supporting the message. Finally, don't forget that the voice-over combined with subtitling allows you to add a volume of information while limiting visual overload.
The right choice of colours in the video
Here is a crucial point in the making of a video: colours. There is an endless number of them, and the choice can quickly make your head spin! First of all, for the sake of consistency, it seems logical that you use the graphic colours of your company; that is to say the graphic charter. However, not all companies have them and sometimes want to get rid of them. As evoked in the previous points, the good choice and association of colours will make an impression on the public's mind and contribute to the image of your company. For the choice of the colours in the video, it will be necessary to take into account the targeted audience but also their nationality. Indeed, the meaning of colours varies according to cultures. Let's take an example: white. In the Western spirit, white is associated with purity. We tend to use this colour in videos because it is a sober, pure and chic. In Chinese culture, this colour symbolizes death. Gender or age is also an indicator to take into account.
In general, the colours you will use for your video should be in line with the colours of your company and/or the product you want to promote. It will be important to keep 3 dominant colours and then define a colour palette that is derived from them.
A video without a particular rundown
When producing a video, it is important to have a clear idea of how the video will unfold. It is necessary to write a scenario, with balanced sequences. Not having enough information and details in the scenario can lead to misunderstandings between the client and the graphic design team.
Let's take a concrete example of a sequence with insufficient detail:
Sequence 1: A woman at work.
Explanations: Here we know nothing about the environment in which the animated character must be. Should she be in an office? A factory? A supermarket?
Nor do we have any information about the woman. How should she be dressed? Should she be in action?
It will be important here to contextualize the scene.
Let's take the example of a sequence with excessive detail:
Sequence 1: A blonde woman, in her thirties, in a black suit with white stripes and heels. She is sitting cross-legged in her large office with bay windows overlooking the Eiffel Tower. Her computer must be an iMac, and the decoration of the office will be Scandinavian style.
This sequence presents a lot of details and will not leave much room for the motion designer to express his creativity. If you have an extremely precise idea of the deliverable, you can describe all these elements. If not, do not be afraid to keep only the elements that will guide the frame of the video. Whichever you choose, it is important to work with your project manager to define the creative freedom you want the motion designer to have.
Poorly calibrated video sequences
When writing the brief, the duration of each sequence must be taken into account. But how? A first very useful and efficient indicator is the voice over. If you have decided to integrate a voice-over, it will allow you to easily estimate the duration of your video. In fact, it is estimated that 150 words correspond to a one-minute video. When writing your video, you will have to take this indicator into account and balance the sequences. With the help of the creative team, it will also be necessary to estimate the right balance between the voice-over and the corresponding animation. For a sequence where there are few voice-overs, there will be fewer animations and vice versa. Anticipating this animation/voice-over balance ensures a dynamic video that will keep your audience's attention.
If you choose a video without voice-over, you will need to identify the time you want to give to each sequence. If you want to deliver a message through an action in the sequence (for example: signing a contract and a handshake), you will need to allow more time for it because a concrete action is taking place. It will therefore be important to imagine the sequence in order to be able to estimate its duration. Don't forget to rely on your provider to advise you and validate the content as well as the duration of the sequence. The choice of music is also important in a production without voice-over. It allows you to set the rhythm of the different parts without overriding the broadcast of the message.
Minidoc assists you in your motion design video
To help you find the type of animation corresponding to your image, the Minidoc video production agency offers you different themes created by our in-house graphic designers. These themes allow you to project yourself in a rounded, flexible or geometrical style. Once the graphic style has been determined, the elements will be adapted to the graphic charter of your company. If you do not wish to use these themes, no problem! Discover the hundreds of Minidoc's realizations for inspiration or send us an example of a video that captivates you!