What is the first thought that comes to your mind when you think about creating a video? Do you do it for fun or work? Are you a professional or a hobbyist? Either way, in the process of creating video you’ll find some steps you need to focus more than on the others. Or you’re just beginning and you’re not sure where to start or what are important aspects in video design.
Did you know that 91% of businesses use video as a marketing tool? Video design entered the limelight and, as it seems, never left.
Let’s take a look at what you need to focus on when making a video on your own.
Audience Engagement
People say you create what you like, but ultimately your audience will be watching your video. So, by all means, do what you like, but keep the audience in mind too. When you engage them, it’s more than getting them to watch–you also want them to feel something, think about something, and especially to take action.
Before you even start designing your video, think about who your audience is. Do you know their interests? What challenges do they face? What kind of content do they engage with? Knowing answers to these basic questions might help you design just the perfect video for them. You’ll still deliver your message, but in the most appealing way.
Then there’s the call to action (CTA)–an important part of audience engagement. This goes especially if your video is meant to drive sales, sign-ups, or other actions. Simple, right? Create a CTA that’s clear, concise, and compelling. It can be a clickable link, a prompt to subscribe, or an invitation to share. Whatever you do, make sure your audience knows what you want them to do next.
To engage your audience in different countries, use a video translator, an excellent tool that can automatically translate videos to around 150 languages. Imagine having your video watched in 150 different countries. You can have localized videos without actually creating 150 different videos.
Also, if your platform allows it, think about adding interactive elements to your video. Those could be clickable hotspots, quizzes, or polls. That way you can increase engagement by letting your audience actively participate in the experience.
Accessibility
Making your video accessible means that it can be enjoyed by as many people as possible, including those with disabilities. At some point, this isn’t about reaching a wider audience (although that will happen too) as much as it is being kind and understanding toward other people’s needs.
You can add caption or subtitles to your video to make it accessible to those who are deaf or hard of hearing. This is also a great feature for people who might be watching your video in a noisy environment (for example, while waiting in the post office or while in transportation). And for the people who speak different languages, subtitles can be of great help. Just make sure your captions are correct and in sync with the audio.
Audio description or descriptive audio is narration about important visual elements. This feature means a lot to viewers who are blind or have low vision. Audio description can be about scene changes, actions, facial expressions, etc.
When making your video, think about color contrast, especially if it contains text or other important visual elements. For instance, high contrast can make it easier for viewers with low vision or color blindness to see and understand what is happening on screen.
Technology
It’s all about using the right tools. Sometimes it can be as easy as turning your smartphone’s camera and pressing the ‘start’ button, and sometimes you’d like to use different cameras and microphones, not to mention editing softwares. There are so many options to choose from. The key is to find the perfect ones for your project and do your best with them.
Naturally, your camera is one of the most important tools in your arsenal. Yes, it’s tempting to get yourself the latest and greatest, but the truth is you can do wonders with a wide range of cameras, from professional DSLRs to smartphones. What’s important is to understand limitations and strengths of your camera and roll according to that.
When it comes to editing softwares, there is no shortage of options. You can find free tools like iMovie and DaVinci Resolve, or try something more of an industry standard like Adobe Premiere Pro and Final Cut Pro. The next step would be to choose software that best fits your skills and demands and to spend some time exploring and learning how to use it effectively. Good editing can make a world of difference in the final product.
Taa-daa–special effects! The most interesting part of video editing that can help you add a wow factor. But don’t over exaggerate–use them wisely. As the beauty saying goes, the less is more. Too many effects can overwhelm your audience and detract from the message of your video. Like with every jewelry, use it to enhance the beauty of your video, not to overshadow it.
Editing
This is where the magic happens. If you’ve never done it, it feels like putting together a puzzle–you’ve got all the pieces (shots, audio, effects, etc.), and it’s up to you to assemble them into a magnificent whole. Good editing can make your footage into a professional video, but bad editing can ruin even the best footage.
Pacing is one of the key points of editing. The pace of your video should match its content. For instance, fast cuts can create excitement and energy, while slower cuts can build tension or let your audience absorb more information. So pay attention to the rhythm of your editing and how it fits with the flow of your video.
Continuity means that you’ll have your video running smoothly and logically. Here you should keep an eye on the position of objects, the direction of movement, and the light and color.
Transitions are there to lead your audience from one scene to the next. But be careful. A simple cut is sometimes more effective than a flashy wipe. That said, there’s a time and place for more creative transitions–just make sure they serve the story and don’t distract from it.
Sound Design
Sound is very much a hero of video design. A beautifully shot video with poor sound is like a concert with a bad sound system–you might be able to see the performers, but you’re missing the point. Or, like a movie for cinema: great video, action scenes, aliens or whatever you like, but the sound is terrible. And no matter how good the movie was, your experience was rubbish, and you wouldn’t be able to rate this movie properly.
Sound design isn’t just about making people hear what’s being said–it’s about creating a feast for your ears that compliments the one for your eyes.
You can use music, sound effects, or voiceover. You can probably use them all, but let’s see how to do so wisely.
The right music can make or break a video. It sets the tone and can bring out an emotional response. Did you know that only 3 to 5% of people can live without music? The large rest is dependent on the beauty of the sound.
Sound effects can add depth and realism to your video. With a proper tool, you can add anything you like–the subtle rustle of leaves or the mighty roar of a car engine. These effects can make your video more immersive. Still, try to use them like you’d use seasoning in cooking.
In case your video has a voiceover, make sure it’s clear and well-paced. The tone of the voice should match the content. For example, a serious documentary can have a good use of a calm, authoritative narrator, while a fun explainer video needs someone lively and engaging.
Visual Composition
Now, let’s talk about visuals. You could have the best story in the world, but if your video looks like it was shot on a potato, your audience might tune out. Remember those early Start Trek movies? And look at them now. They’ve gone a long way, especially in certain fight scenes.
Visual composition is not just pointing your camera and pressing ‘start’. You need to think like a painter and keep in mind framing, color, and symmetry, among others.
One of the main principles of visual composition is the rule of thirds. This takes some imagination, but it’s not that complicated. Let’s say you have a screen divided into nine equal parts (two equally spaced horizontal lines crossing two equally spaced vertical lines). Now, place your key elements along those lines or at their intersections. This way, you’ll create more balanced and visually interesting shots.
Good lighting is also important. We all remember that particular scene in GOT that was supposed to be about the most important battle–and we could barely see a knife. They were probably experimenting, but you should follow some basic rules just to be on the safe side. With the right lighting, you can set the mood, highlight important details, and make your subject look its best. Of course natural light is great, but don’t be shy to try artificial light to help you control the atmosphere.
Colors–can you even make a video without them? They have their meanings and can send strong, subliminal messages. The simplest divide of colors is to warm (reds, oranges, yellows) and cool colors (blues, greens, purples). You can use warm and bright colors to show energy and excitement, and cool and pastel colors to calm and soothe.
Telling a Story
Designing a video means telling a story, but you’re not going to be limited to words only. You can use all elements to convey your message: colors, sound, visuals, voice, subtitles, effects of various kinds… Options are endless. You only need to know what these elements mean and what your message is, and you’re set to piece them together.
Video design is a fun work, especially when you know what you’re doing. And as the technology advances, you might yet to see some new softwares or equipment. Keep an eye on the horizon and enjoy creating engaging videos.
Petra Rapaić is a B2B SaaS Content Writer. Her work appeared in the likes of Cm-alliance.com, Fundz.net, and Gfxmaker.com. On her free days she likes to write and read fantasy.