Video is engaging. We know that, and so do you. It’s ability to get and keep consumer attention has been proven in more studies than even we care to read, and we’re video professionals. But the capability of using video to engage can go a step further than it’s surface. There are ways to improve the effectiveness of your video by using actual psychology.
Consider the Colors You’re Using
The colors that you use in your video, especially when it comes to on-screen text and motion graphics, can play a huge part in how it resonates with your audience. Different colors have been proven to invoke certain emotions in individuals. For example, red can be used to create a sense of urgency – hence while you see it all the time when retail chains are advertising sales and clearance events. It immediately tells the consumer, “This is something I need to act on now.” This makes red a powerful color to use in a video that’s announcing a specific event or offering, especially if it’s a time-sensitive one like a limited time promotion.
On the other hand, green color schemes are known to represent health, power, tranquility, and peace. These are great emotions to invoke in, say, a recruiting video where you are trying to attract talent to your company by promoting a great work culture. Or if you’re a lifestyle brand, using greens in your video can help consumers associate your brand with better health and empowerment.
Take Note of Music
Whether your video just contains intro and exit music, music throughout, or soft musical undertones playing underneath a great voiceover, the type of music track you select is a huge actor in how your video resonates with your audience. Music is commonly referred to as the universal language, so it’s the quickest way to not only grab your viewer’s attention, but also to hook them into watching the rest of your video.
Using an inspirational and uplifting track in the first few seconds of your video can immediately entice people to watch for longer, and also puts them in a positive mindset as they’re viewing.
Be careful not to use tracks that are too complicated or overpowering, though, particularly if there is a voiceover involved. If the focus of your video is on-screen text or a voiceover, make sure the music you select is complimentary, but isn’t so “catchy” that it detracts from your video’s main purpose.
Resonate with People By Using People
Using real human faces in your video is one of the top ways to resonate emotionally with your viewers, particularly if your audience is primarily individual consumers. In the emotion-based economy we are operating it, you want your video to make your viewers picture them in your brand, using your product, or taking advantage of your service. While this is certainly possible through strong messaging, people are visual by nature. So providing a strong human visual can help your audience picture themselves benefiting from what you’re offering.
Psychology is a powerful way to improve the effectiveness of you video. Work with your video production team to incorporate it into every aspect of your video; from the visuals, to the messaging, to the music.
