An essential lever in any marketing and communications strategy, the video format is widely acclaimed by Internet users. It's hardly surprising, then, that video plays a major role in corporate strategy.
But to succeed in this exercise, a minimum number of prerequisites must be met. To be identified, you need to be identifiable. This is the role of a video graphic charter, an integral part of your video branding. A cousin of the graphic charter, it ensures consistency in the design of your videos, and makes your company and brand image visible.
How do you go from a graphic charter to a video graphic charter?
The video graphic charter must correspond to and be in line with your brand's graphic universe. But while it must be in line with your identity, it must also serve the messages you wish to convey. The ultimate goal: to increase your brand's visibility and credibility when you speak and communicate in video.
To begin with, you'll need to use the elements of your graphic charter to dress up your videos (logos, colors, fonts...). But a video charter is much more than a simple variation of your brand's universe. For your video graphic charter to be complete, you need to find your communication style. What makes you unique? What makes you different?
Important point: information must remain legible. Information overload is therefore a criterion to be taken into account.
To guarantee consistency in each of your videos, you need to define a number of elements. Let's take a look at the main ones:
Video graphics: what shapes to use?
Shapes set the tone for your video graphics. Banners, pictograms, geometric shapes... Define the elements that will enhance your message. You can use or draw inspiration from visual elements that are commonly used in your communication materials, for example.
Video graphics: which colors to choose?
It's a good idea to keep the same colors as your corporate identity. If you wish, you can reverse the primary and secondary colors, for example. To emphasize important points, in text for example, you can also choose a new color to highlight or frame certain words. Always bear in mind not to encroach on legibility.
Video graphics: which fonts to choose?
To ensure consistency across all your communication media, you can also use the typography used in your graphic charter. When it comes to text, you'll probably need to carry out several tests to determine the optimum positioning. To accentuate certain words or phrases, consider playing with the weights of your fonts (bold, light...).
Video graphics: where to place your logo?
The logo can be used to brand your videos. But before integrating it, ask yourself the right questions. When embedding your logo in animated sequences, you need to take a few precautions. Should you use an identical logo, or opt for a "digital" variation? What size and resolution should you choose? Should the colors be changed for greater visibility?
Thinking about the logo is often linked to thinking about the introduction and conclusion of your videos. Should the logo be placed at the beginning to make your brand immediately recognizable? Should it be integrated at the end of the video, accompanied by a CTA (call to action) to encourage engagement? Should it be placed in the introduction and conclusion? Or leave it visible throughout the video? There's no easy answer. It all depends on your objectives and the nature of your project. In fact, depending on whether the use is for internal or external communication, you can differentiate your models. An interview or testimonial may have a similar video graphic charter, while a video designed to promote your CSR policy or give visibility to an event will be designed differently.
Video graphics: how do I add subtitles?
A video must be able to be watched in all circumstances and without sound. While subtitles increase the readability of a video, they also have an impact on its graphic design. That's why special care needs to be taken, especially in the case of interviews or testimonials, where the value of the content must remain in the spoken word. In this case, the graphics should be informative.
Video graphics: motion design to add dynamism
Unlike other communication media, video allows you to integrate movement and dynamism. Motion design is your ally. The choice of animations and the speed of transitions are essential. You can play with slow, fluid movements or transitions if you want to accentuate certain points, highlight a product or create a feeling of confidence and security, for example. Conversely, fast, accelerated animations are more suitable for subjects such as events (characterized by rhythm and dynamism) or sports (effort)... Beyond the speed of animation, pay particular attention to the reading experience, by making texts appear from left to right to adapt to the natural way of reading.
Video graphics: custom templates to save time and ensure consistency in your communications
To save time, we recommend that you create a library of video templates. These made-to-measure templates will enable you to meet your every need and convey your messages in a style that's consistent with your brand and corporate identity. By integrating your video graphic charter into each of your templates, you can ensure that HR managers, sales representatives, the communications department or after-sales service all communicate with one and the same voice. In addition to guaranteeing consistency in your communication and facilitating the work of your employees, video templates will also reinforce your brand identity.
tydeo helps companies create their own videos, with tailor-made skins.
