Insights

  • Use Kinetic Type and Avoid the “Next Factor”

    by Jeremie Moore | Feb 22, 2013

    You’re familiar with the Next Factor. It’s that feeling you get when you’re watching a video or a commercial and you are seeing the same old thing. Your reaction? “Thanks. Seen it. Forget it. Next!

    Of course, there are multiple ways to enrich a boring commercial or video— improved footage, better photography, exploding 3D logos. But an often overlooked enhancement is staring us in the face: kinetic typography. Also described as “motion type”, kinetic typography is an animation technique mixing motion and text to present ideas through video animation.

    For many designers, the creative use of type is the stuff of Typography 101. But it’s often left by the wayside when it comes to design for business applications. It shouldn’t be.  Dynamic type is a simple creative solution that can really pay off— getting your message across in a big way, whether for B2C or B2B.

    Advertising and marketing success is gauged on the impression you leave with your audience. Will they walk away understanding your intent? Was your creative strategy effective enough to sway them toward purchasing your product or service? The old school ad rule of show what you’re saying applies today more than ever, as products and technology have evolved. So if you need to clearly explain complicated material or robust subject matter, there’s no better way than using kinetic type.

    Arguably, one of the most memorable uses of kinetic type was the dramatic 1959 opening credits of Hitchcock’s North by Northwest, designed by Saul Bass. And, more recently, the drama created by the title sequences of Star Wars and Monty Python’s Flying Circus.

    What can we learn from our graphic forefathers?  When kinetic type is done right, you can’t look away. Through their use of animated, dramatic type sequences, they were able draw us in, tell a story, create a mood and evoke energy into their subject matter.

    Current applications of kinetic type keep the action happening in an increasingly fresh way. Look at what Ford did with their F150 spot: Thinking

    Freeland Foods took a straightforward approach with Go Raw. This is advertising that does its job; it grabs your attention and keeps it.

    If you’d like to learn more about adding engaging video content to your marketing and technology initiatives, follow us on twitter @trellist or connect with us via info@trellist.com.

  • Online Video: Not Just for the Right Brain Anymore.

    by Jeremie Moore | Jul 02, 2012

    Video communicates emotion; it conveys passion, excitement, sincerity and even love. Video is one of the most powerful communication tools because it is delivers creative messages that drive brand interest like no other media. This has always been true.

    But until recently, the argument for including online video in your marketing plans was just that… an emotional appeal to be an integrated part of a carefully planned campaign. The numbers were not available to justify the video access, viewership or ROI.  Not anymore. The case for including video in your marketing strategy is no longer a right brain vs. left brain conundrum. The numbers are too compelling now.

    Recently, comScore reported that 82.5% of Internet users watch video. 30% of Internet data volume is now video and by 2013 an incredible 90% of internet traffic will be video. 12% of video watched today are ads that reach about 42% of the US population.

    Like never before, online video is now engaging viewers. Online viewers watched 4.3 hours of online video each month in 2010. That is now closer to 4.3 hours per week.  Email video messages generate 2-3 times the click-through rate of a non-video message. While mobile video is growing, it already accounts for 66% of mobile data traffic. iPad users are highly engaged with the medium, watching  each video for an average of 5 minutes.

    For business, 55% of online retailers reported using video several years ago… now it is more than 75%.  More than 75% percent of business executives watch work-related videos in the office, and just last year more than 42% made a business related purchase after watching a video about a product or service.

    The capacity of video to communicate compelling emotional content has been accepted for decades. However, the increased access to video content on laptops, tablets and smartphones, and faster and faster connection speeds, provide an opportunity for video to reach almost every consumer. And with viewership increasing and better measurement tools, the argument for integrating video into the marketing strategies is now as empirical as it is emotional.

    CMO’s can justify video using both the right and left sides of their brain.

    If you are interested in how video could be used to improve your marketing or eLearning programs, feel free to drop us a line, info@trellist.com. Also, you can check out our video services reel on YouTube.

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