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Increased ROI When Using an Explainer Video

Money makes the world go round. Whether we like it or not, all of our actions are somewhat controlled by the almighty dollar. To live a good life, we strive to have a steady income which covers our basic living expenses, and also leaves us enough to invest and grow.

With explainer videos, our goal is the same: to invest and grow. Increased ROI when using an explainer video is just one of the reasons you should consider producing one for your business.

minimum investments and maximum productivity

Of course, we all enjoy minimum investments and maximum productivity and income.

We expect the same from explainer videos. While we do spend on creating them, we hope that their positive marketing abilities will haul in ritches for us. Luckily, these videos are high quality products with minimum expenses for production. Especially if they are animated, no need to worry about covering a whole acting crew. This initial fact already tells you a lot about the profitability of an explainer video and its favorable ROI (Return on investment). CopyPress confirmed this by pointing out that 52% of marketing professionals worldwide mention video as the on-line content with the best ROI.

A study by Video Brewery showed that people who watch videos stay 2 minutes longer on a website. Staying longer on a website means getting interested in the product or service, leaving a higher possibility for purchase of goods. According to Vidyard, on-line videos increase purchase intent by 97%.


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We already mentioned why animated videos are good from the point of view of production expenses (1 man army production team), but we also shouldn’t forget to mention the importance of an animation’s influence on people. It is much more easier to connect with animated characters in an explainer video. They do not have their own personality, but allow people to transfer their own experience on them, and so get closer to the product in the video. The closer people get, the more comfortable they will be with buying.

An explainer video makes the product or service much more comprehensible, drawing potential buyers to the website. Apart from text, which has limitations in the sense that it cannot illustrate all the details and unique features of a product, an explainer video makes it easily understandable with witty visuals.

Another aspect of videos is that you can easily track the number of viewers it had. Not only that, but you can also see from which country they watched the video, at which part they stopped watching it, or which part was the most watched. All this is extremely valuable, as it indicates whether the place, mood or style of the video was right or not. It also shows what needs to be done to improve the engagement of customers, and improve ROI.

Videos let you measure the call-to-action response rate. It helps you do market research, looking at converted sales and website views after the publication of a video. The on-line company Crazy Egg revealed that a single animated video increased their conversion rate by 60%. Furthermore, studies have shown that good animated videos and a solid video marketing increases sales by 20%. This is backed up by the fact that 90% of viewers state that videos help in making decisions with purchases, while 52% feel much more confident buying after watching a video.

Another aspect of videos

Last but not least, videos get to the point of the product very fast, in less than 2 minutes, much more quickly than any text. This spares a lot of time for viewers, and, as we all know, time is money.

There are quite a lot of business that report that an explainer video increased ROI. With the help of social networks, videos get around the World Wide Web much more easily. It only takes one person to really enjoy it, they will share it immediately with all their friends. And the more people it reaches, the more the chance they will get to like it. Be patient. Customers are sure to come.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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How to Easily Explain Your Business in a Fun Way

Let’s face it, you have to be cool for people to notice you. No, cool is not enough, you have to be awesome! Have your own style, your own attitude, your genuine aura. You have to have swagger. Knock ‘em down with your appearance!

But I’m not telling you anything new, it’s been like this since the dawn of time. Which flower would you notice first, a pastel colored one, or the one with flashing rainbow colors, spiky leaves and a crazy twirling body? Which bird would you notice, the one that makes a few clicks or the one that has a whole symphonic orchestra coming out of its beak?

The same applies to explainer videos. You can’t have a monotonous, boring, solely informative one. No one will notice it, let alone remember it. It has to be dynamic, lively, interesting, entertaining, and mind blowing! You and your explainer video have to work together to make a killer, viewer-magnet team! Like Chuck Norris and Mr. T in that joke. Stop me if you’ve heard it before. Chuck Norris and Mr. T walked into a bar. The building instantly exploded, because that much raw awesomeness cannot be contained in one building.

You are Chuck Norris and Mr. T is your explainer video.

But all jokes aside, it is really important that your explainer video is both fun and straight to the point. There are a couple of ways to do this. Let’s take a look, shall we?


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Drawing It All Out

For example, whiteboard animations are just super. Their simplicity is mind boggling, yet they deliver a very complex message using easily comprehensible signs. You watch with interest and pay close attention to what the big hand will draw out next, and what new ideas you will be able to associate with what you see. The nice curves of the drawings are like the caresses of a tender hand to your eyes, and you watch with pleasure as the whole idea unfolds on your screen.

Whiteboard animations do not burden the brain, they get the message across extremely easily, and are a lot of fun to watch. Having one for your business is a great choice.

explain_business02

Writing It All Out

Kinetic typography animation is somewhat similar to whiteboard animation, as here, too, the story unfolds right before your eyes. You watch attentively how different letters and words appear and disappear from the screen, and, as if in a trance, you cannot help but read what you’re hearing, although unnecessarily. You won’t understand anything better, you just see the words. But it’s fun! They pop out, explode, squeeze in, shrink, eat one another, do all kinds of crazy things, and you can’t help but notice that, although you were paying too much attention to the animation, the main message of the video still stuck, as you remember the most interesting parts, and they are almost always highlighting the most important information of the video. You were just having fun, but you ended up with much more: new knowledge, new information and brand new opportunities!

explain_business03

Back to Your Childhood

We don’t all admit it, but all of us are children deep down inside. Our inherent interest towards cartoons stems from there. It’s not only the way cartoons are drawn, but the unburdened way of telling a story through them. There are no limits to the storytelling capabilities of animated videos, and you might as well be able to describe your business as a knight in shining armor who helps and protects against evil dragons, them being the obstacles of growth and expansion. And your head won’t hurt from all the information you just received. No, you will only remember the knight and the dragon. And you will be happy. And you will still know what the business does, and who it helps, and where it’s stationed and how you can get it touch with it. All that info is compressed in the knight. It’s all so simple, yet so ingenious. Who wouldn’t get in touch with you after a video like that?

explain_business04

There are, of course, other ways of making your video interesting. Virtually, the sky is the only limit. But how should you choose? First of all, you have to start from yourself: what would you find amusing, because you are one type of audience. Then move on, don’t settle for that, change your point of view, think outside the box, try new things, draw fresh people with different ideas to your circles. Learn more about different styles of videos and choose the best one for your business. Your mission is to entertain, educate and conquer. Great leaders were never average joes. Don’t let yourself and your video be one.

 

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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5 Best Explainer Video Styles for 2015

What do I want to achieve with this video? This is the first question you need to ask yourself before you think about what the best explainer video styles are.

To be quite honest, you can use almost any style for almost any purpose if you bend your mind hard enough and make it work, but we strongly believe that one size does not fit all. For example, a motion graphic style can have more of an impact on a B2B audience, while a B2C audience might be more appreciative of a 2D storytelling video.

You know your customers best and what they will react to. You know what they expect from you. Now that can be a sort of double-edged sword because, like most things, expectations are tricky. Should you give them exactly what they expect, or should you go the extra mile and try to wow them with something new?

Here are the basic characteristics of each style to help you choose the right one for your video.

02_2d

The 2D animation style is what people usually think when they hear “explainer video”. It catches attention quickly and gives the most control over video because it offers countless options and flexibility. A custom-designed cartoon character that represents your company or brand is not only fun to watch in a video, but exceptionally useful if your goal is to humanize your brand and build trust.

This style is, dare I say it, perfect for companies that need a B2C (business-to-customer) explainer video. However, it can also be used for B2B (business-to-business) by companies that want a friendlier approach.

03_whiteboard


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Whiteboard animation is highly engaging and sparks curiosity in viewers. It communicates information in a clear and effective way. This structured and very to-the-point style works better with audiences who are 25 years old and older. There is a hand shown holding a marker which appears to be making the drawings on a whiteboard right in front of the viewers’ eyes.

In terms of use, this style is flexible because it works well for both B2C and B2B videos. It is ideal for tutorials, training videos, educational videos, technology solutions, and overall in-depth explanations.

04_infographic

The infographic style is convenient when you have to present myriad data. It relies heavily on, you’ve guessed it, information. It is packed with facts, data, numbers, charts, and other kinds of statistics. Having all the data animated helps the audience make connections between pieces of information that might not have been made by simply reading a report.

05_motion_graphic

Simply put, this style is basically graphic design in motion. It uses graphic elements such as shapes, colors, and patterns to convey a message through elegant movement. Motion graphic animation is straightforward, clear, and effective. Even though not quite as creative as 2D or whiteboard animation, it delivers information in an educational but engaging manner.

Like the infographic style, this style is good for mature, professional audiences, and is especially impactful in B2B videos.

06_typography

Movable type, also known as kinetic typography, is a popular tool. It uses words on screen moving in different ways to keep the attention of the viewer. It can be used when your content needs emphasis added, and it can be used for just about anything. From an article, blog post, an ad, or even a sales letter. There are probably many reasons for its popularity, but an obvious one is that when people see a word, they want to read it. When combined with adequate music, it can help convey tone and emotion. The impact on the viewer is bigger because more of their senses are engaged – they are reading and at the same time listening to the same text.

Now that you’re more acquainted with the different styles, you’ll have no problem choosing the best explainer video style for you. Now you’re ready to talk colors and how they affect your sales.

We hope this article helped clear some things up because it was written with your best interests in mind. If you have a suggestion which topic we should tackle in the future, tell us in the comments. In the meantime, don’t forget to like and share with your boss, colleagues, friends, or anyone else you think might find this useful.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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How Google uses explainer videos to explain its products

Have you ever wondered how Google uses explainer videos? The internet giant regularly turns to videos to announce fresh features, introduce new projects, and pass on useful tips and tricks. Google’s official YouTube channel numbers over 3.5 million subscribers, and the popularity of their explainer videos is undeniable. Whether they’re giving us a unique, first-hand experience in using a groundbreaking product, such as Google Glass, or notifying us about new improvements in our favorite mobile app, Google heavily relies on the explainer video to get the message across.

If you’re running out of ideas on how to make the most of explainer video in your marketing campaign, take a look at these five ingenious Google explainer videos for a fresh dose of inspiration.

1. When Google launched the solar power initiative Project Sunroof in August 2015, they made a video to help them explain the main idea behind the project to the target audience. The 90-second animation is a perfect example of how explainer videos can draw a clear picture of a complex concept that would otherwise take too much time to explain in writing. The project, developed by Google engineer Carl Elkin“to make installing solar panels easy and understandable for anyone”, is currently available only for U.S. residents, but Google has announced plans to expand the initiative globally, and once they do, we have no doubt they’ll have a brand new explainer video to announce the exciting news.

2. There has been much speculation in the public about the exact role of ICAAN (The Internet Corporation for Assigned Names and Numbers), so Google decided to make an explainer video to address this issue, and had none other than Vint Cef, the father of Internet himself, to narrate it. In the delightful, hand-drawn animation video, Cef explains how ICANN is a nonprofit organization that technically serves as the Internet’s overseer. This Google explainer video relies on likeable animation and Cef’s authority to clear any misconceptions about the somewhat vague role of ICANN, and assuage users’ fears about the perceived threat to Internet freedom.


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3. Even though it’s hard to imagine that there’s anyone with Internet access who hasn’t used Google Translate at least once, not a lot of people are familiar with the exact process behind machine translation. This is why Google made a 2 minutes and 24 seconds long explainer video that boils down the complex mechanism behind Google Translate into an easily digestible format. The wonderfully animated video guide explains how Google’s language tool translates words, sentences, and even whole websites by relying on “patterns found in large amounts of text”, and breaks down the basics of this incredibly intricate process.

4. Google’s Impact Challenge is a project aiming to support global nonprofit organizations around the world and inspire them to use the latest technology in their quest to make the world a better place. To get people to vote for the most innovative nonprofit in the UK in 2013, Google made an explainer video that highlights the importance of individual votes. This inspiring explainer video combines simple and effective animation with thought-provoking narration to remind people that even something as simple as an online vote can have a profound impact on resolving some of the most pressing issues we face today, from human rights violations to the preservation of endangered animal species.

5. The Gmail ‘Undo Send’ button was one of the most requested and long-awaited features of the Google’s email service. When Google finally decided to make its users’ wish come true last June, they first uploaded an explainer video on their YouTube channel, and only about a month later posted the announcement on the company’s official blog. Clearly, Google is well aware of the vast consumer-reaching potential of explainer videos. This 35-second video has no narrative voice or complex animation. Instead, it uses simple and clear demonstration, accompanied by a gripping music score for maximum impact. Brilliant!

What other Google explainer videos do you think are particularly innovative or inspiring? Let us know in the comment section below!

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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Innovate Your B2B Marketing Strategy with Video

“Video is the next best thing to being in person,” says Michael Litt, founder of Vidyard. And how right he is. With video overtaking text as an effective means of marketing communication, thanks to its length, ease of access and entertainment value, introducing your business on the web without one is impossible. This is especially important for businesses, as 92% of B2B customers watch videos online. Moreover, nowadays videos, if rightly made, have a high percentage of becoming viral, especially because videos appear most frequently on Google searches, over 70%, while images are second best, with 30%. Having one for your business is essential for it to become successful in the 21st century.

Innovate Your B2B Marketing Strategy with Video

To get back to the first sentence of this article, it is essential for your video to grant the experience of “being there,” of experiencing your business first hand. There are various ways in which you could achieve this, one of the ways is snapping a GoPro video on your head, or on the head of one of your employees, and go through your offices to give people a closer look at what you do.

If you are unable to give a tour with a GoPro, you should at least make your video a bit humorous so as to make it an interesting watch. But try not to overdo it, your main priority is to introduce your business. One of the things that work pretty neat is making a cartoon which illustrates your business’s capabilities as super powers. Another good idea is describing funny situations which happen to people if they don’t use your service or product.


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Using a video helps you communicate to people your business’s biggest virtue: solving a problem. Be it something you want to sell or some service you want to offer. It’s best to make a video which describes solutions with the help of your service or product. Oakley, Inc., for example, made a short video that shows a surfer catching waves without losing their eye protection.

It is also essential that you make an emotional connection with your viewers through your video. Studies have shown that a lot more people will buy or get interested in something if they feel attached to it, if it moves them, or if it reminds them of scenes from everyday life. Having an emotional context may also spark up an important discussion about your business’s values and culture.

You also have to make your video look professional. If no one in your business is acquainted with video production, don’t be afraid of spending some money on hiring an expert team to do the job for you. Think of it this way: people’s first encounter with your business will be through the video, so why not please them straight away with it. If you have a low budget video, customers won’t be convinced they should be doing business with you. If you didn’t invest much attention into your own video, then how much attention will you give them, they might ask.

It may also be useful to make a really short video series, where each episode explores and clarifies one single problem or introduces a very important part of your business or product. Owing to its length, it will be dynamic and catchy, not to say that research has shown that 60 seconds is the ideal video length, after which people start losing interest. More short videos are likely to be a better option than one long and potentially boring one.

Innovate Your B2B Marketing Strategy with Video

When deciding upon what kind of video to make don’t forget to follow trends and stay up to date. Taking a look at trending videos on YouTube from time to time may prove to be an effective mode of research before deciding on one type or another. Also, it is very important that the landing page, or homepage, on which you place your videos is optimized for mobile devices. That way, your videos will be available to anyone, anytime and anywhere.

So what do you think? Are you ready to spruce up your marketing campaign?

Let us know in the comments. And don’t forget to share the article.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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5 Things to Consider Before Starting Your Next Video

Digital video advertising is taking over by storm. That’s a fact. According to eMarketer, digital video ad spending will increase 41.9% this year, and TV budgets Nielsen + the IAB recommend moving to online video to increase reach and reduce costs.

5 Things to Consider Before Your Next Video

Here is a quick guide on 5 things to consider before starting your next video marketing campaign.

1. Purpose

You never want to start a campaign without a plan just because you can. If you’re into saving time and money, map out what you want to achieve with the video. You know your business best, and you know what its goal should be. Figure out what the overall message and main takeaway are, then look for reliable professionals who will transform your thoughts into a cohesive and high quality video.

2. Production

This might seem like the most difficult part of the process. And let’s face it, it probably is. On the other hand, if you weigh all your options carefully and pick a great video production company – it doesn’t have to be.

  • Style

With so many styles to choose from, how will you know which one suits your company and brand? There are many factors to consider here, and your project manager will take you through them step by step. But just to name a few: 2D animation, whiteboard, tutorial, storyline, audience, tone…5 Things to Consider Before Your Next Video

  • Length

People’s attention spans are dwindling down at alarming rates. If you don’t grab them within the first 10 seconds of the video, you can bet they won’t watch the whole thing. A preferred length of an explainer video is between 60 and 120 seconds – hitting the perfect, and most commonly used, length at 90 seconds. However, a video can be longer if it is, for example, made for internal purposes and the viewers are informed prior to watching that they are expected to see a, let’s say, 8 minute video.

  • Audience

Carefully take into consideration who your audience is. This ties in with the planning of the video’s purpose. Are you showing it to your current and potential customers? Or maybe business partners, employees? Your audience is a key factor in video production. After all, you’re not making the video for yourself. You’re making it for them.


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3. Deadline

Like it or not, video production takes time. What’s more, quality takes time. Depending on the complexity of your project, production time can last between 4 and 8 weeks. And this is just the production time – not counting the time it takes you to revise each production stage. With this in mind, make sure to set a realistic deadline and inform your project manager of it at the very beginning of the production process.

4. Number of videos

If you have a big story to tell with lots of information, cut it up into smaller pieces and consider making a series of videos. Cramming too much information into one video will make it less effective. Viewers won’t be able to remember much, and they are likely to abandon watching it. A long video is just too much. Instead of simplifying, it makes everything more complicated.

5. Budget

5 Things to Consider Before Your Next VideoVideos can be expensive and prices can vary significantly from one video production company to the next. Set a budget and then do some research to find out which company offers the best terms. Some base their pricing on design and animation complexity, while other on the length of the video. Keep in mind that this is an investment.

As digital media is rapidly growing, small and big companies alike should be investing more. Digital video marketing is highly effective and it is the future we live in. In today’s fast paced world where attention spans dramatically decrease with each passing day, brands need to make sure that they are making an impact.

If you enjoyed this article, please share, like, and comment. We love getting your feedback.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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How to Humanize Your Brand

According to a recent study, 10 out of 10 of your customers are humans.

So why would you still treat them like robots? Humans are not designed to absorb generic marketing messages and corporate offers. Being seen as a unique individual is a basic human need. Yet, a lot of companies are still failing to really see customers as humans and market to them as such.

Here are 8 tips that are sure to help you to humanize your brand and get closer to your customers.

1. Share stories, don’t just sell products

People are more likely to show an interest in connecting with another person than with a company. You can give your business some personality if you show a lighter side to your company and tell stories that relate to your audience. And that’s the whole point of humanizing your brand – helping your customers see your business as a person.

2. Engage with your customers on social media

Create a Twitter account and Facebook page for your company, and use them to reach out to your customers. Try to get them to talk to you. And when they do, be sure to reply promptly! Post things that are relevant to your field, but throw in something fun from time to time.

3. Use video

Video is by far the best tool for capturing and retaining attention. A great way to show you care about your customers and their problem is to create an explainer video for them. You can create one that explains your service or product, and you can even create one that focuses on you – the people behind the brand. You can put them on your “About Us” page, you can post them on Facebook, tweet them on Twitter, or share them anywhere you feel your customers could see them.

4. Treat your audience like your friends

When writing anything, write as if you were talking to someone you know. Imagine addressing your buyer persona. This will show in your content. Another thing you could do is to picture yourself talking to a family member interested in buying your product.


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5. Build an emotional connection

Here’s the thing. People connect to humans – not logos. You can create a killer “About Us” page that tells your story. You can post photos of your team being themselves, write the company’s story, or even put a video there. If you build an emotional connection, you are likely to gain more trust.

6. Share content in real time

Share your content when it is relevant and still fresh. Not to say that sharing an older piece of content is bad, but you do want to stay current. Your customers want to see that you’re keeping up with the trends.

7. Avoid corporate speak

I think I’ve mentioned something similar already – speak as if you were speaking to someone you know. Avoid frankenspeak, buzzwords and business lingo. Talking about business is fine, but you want to come across as someone who’s down to earth and has the answers. You can still establish yourself as a credible authority even if you use layman’s terms. Your customers will definitely appreciate that.

8. Have a plan

Spend some time understanding what humanizing your brand would mean for your company. Set realistic goals, figure out a way to measure what you have achieved, and when you’re ready put your plan into action. If you humanize your brand, your company will seem more like a person than a product. You should work hard to make it impossible for people to tell the difference.

how to humanize your brand

Marketing has evolved in such a way that companies are expected to know their target audience, develop buyer personas, maintain an active social media presence, and be genuinely helpful to their leads and customers. Why is that? Well, the reality is that in this day and age we are not working on separating our personal from our work lives, but we are instead moving to integrating them into one another.

This article was written with love for learning and constant improvement. If you enjoyed it, please share, like, and give comments and feedback.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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What Is Color Psychology Marketing and How It Affects Your Brand

Did you ever walk into a store only to discover that it wasn’t a store but actually a restaurant?

We tend to associate colors to certain things. If you’re going to a pharmacy, you expect it to be white. A kindergarten not so much. Did you know that there is a part of psychology that studies emotions and reactions of people to certain colors? It is referred to as color psychology.

It has been proven that people react differently to certain colors and that these colors elicit different emotional states, behaviors, and moods. If we take this into consideration, it’s quite easy to see how we can use it for the purposes of marketing, advertising, and overall improvement of sales. Using colors that are appropriate to a given situation is immensely important to the success of your explainer video.

If you know that red encourages action, you might want use it on your retail website because red encourages shoppers to take advantage of your offers. If you are creating an explainer video about all-natural herbal remedies, it would make sense that you use a lot of green. It would be a complete miss if you used, let’s say, purple, since purple is such a rare color in nature. Have you noticed that fast food restaurants are mostly yellow, red, or orange? It’s no wonder that these particular colors are so dominant in these places. They encourage visitors to eat faster and then leave, which is the real reason why these kinds of restaurants exist. Have you noticed that toys, books, or websites for kids are usually adorned with pastel and primary colors? The reason is that small children love these colors and they react to them more positively than to other combinations of stronger colors.

When you’re creating and developing your new brand’s story, redesigning your organization’s or company’s logo, making brochures, posters, explainer videos, or any other material, you should keep in mind that the colors you are using are an immensely powerful marketing tool. A certain color combination can not only improve the overall look and feel, but it can also affect our mood and behavior. Colors should not be used randomly.

color psychology for an explainer video

 

Color psychology, apart from studying physiological reactions to colors, also studies the cultural aspect of color use – the traditional deep-seated patterns in people’s minds that differ across the globe. Thanks to symbolism and psychology, we can target specific audiences that a certain product is meant for, thus achieving more meaningful sales results.

However, explication and effects of colors on people’s behaviors differ across various cultures, so it is imperative that the color choice is contextually appropriate to the culture of your target audience. One color can have very different meanings across cultures. Depending on where and how it is used, it can have two opposite psychological effects on the viewer.

Here are some interpretations of colors. Grief is symbolized by the color white in China and India, purple in Brazil, and black in Europe and the US. Yellow is considered the most beautiful and prestigious color in China, in Greece it symbolizes grief, and in France jealousy.


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Below you’ll see some meanings that certain colors correspond with in the North American culture. These interpretations could partially hold true for Europe as well.

Red – excitement, strength, passion, speed, danger

Blue – trust, belonging, freshness

Yellow – warmth, happiness, joy, cowardice

Orange – playfulness, warmth, liveliness

Green – nature, freshness, growth, abundance

Purple – classiness, spirituality, dignity

Pink – gentleness, kindness, safeness

Gold – prestige, luxury

Silver – prestige, coldness

White – moral purity, holiness, innocence, youth, gentleness

Black – sophistication, elegance, mystery

Now take a look at the girl in the image below. We’ve used different colors for her dress and her background. They all set a different tone. You choose the color to use in your explainer video in accordance with the tone and mood you want to set for your viewers. This is why color psychology is so important and has to be taken into consideration.

 

color psychology in an explainer video

 

As Antoni Gaudi said, “Color in certain places has the great value of making the outlines and structural planes seem more energetic.” So how does one use color psychology in an explainer video? Well, if you’ve done your homework on time and analyzed colors before creating your logo, you could simply incorporate your brand colors into your explainer video. However, if the explainer video you are looking to produce has a different message to convey, you might want to investigate a bit before you get into the production process. The importance of color psychology for an explainer video is huge. It is the key to understanding why your video might be a hit in one country, but at the same time be a complete bust in another.

Have you ever used color psychology? What do you think are some of the biggest mistakes marketers make? If you liked this article, don’t forget to share it with your friends and colleagues. Leave us a comment in the section below and let’s start a discussion.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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How Did Human Communication Start?

A day in the life of our ancestor – Mr Caveman

 

The harsh sunbeams hit the caveman’s skin like a bag of rocks. He scratched his head as he jumped up to plan his big day. It was hot and humid, and the large animals would gather around the lake again. His long haired wife was feeding the screaming offspring before she left the cave to gather delicious plump berries. The caveman grabbed his club and went to join the other tribesmen. They were waiting for him in the circle behind the bushes. One of them was drawing their attack strategy in the dirt with a long stick. Come sundown, the hunt will begin.

caveman-how-did-human-communication-start

The History

Since the dawn of time, even before we developed languages, we strived to communicate. We warned each other of danger, or showed each other how to hunt. After that, or around the same time, we started drawing. We have been drawing for 32 000 years. The oldest known form of communication were cave paintings. After them came pictograms that eventually evolved into ideograms. Fast forward to 3500 BC and the first cuneiform writing was developed by the Sumerians, while the Egyptians developed what is known as hieroglyphic writing. The alphabet was developed around 1500 BC by the Phoenicians, and paper was only invented by Tsai Lun in 105 AD.

So it’s 32 000 years since we started drawing and we are still thinking in pictures. You don’t believe me? Think about it. When I told you about the caveman, you didn’t see words in your head, you envisioned him and his long haired wife, his screaming children, the dirt with the drawings, and large animals. This is because the default setting of our brains is to understand images better than text.

Humans have always been searching for ways to communicate visually. Whenever we wanted to tell a story, we did our best to paint a picture with words. After that came drawing pictures. When the written word was invented, the goal was still to describe an event is as much detail as needed for the listener to create a mental image. Painting portraits or historical events came later to give the observer a chance to feel immersed in the situation. The problem with that was that painters were oftentimes subjective when creating their masterpieces. Photography fixed that. Sort of. Film, on the other hand, could show movement. As computers and technology developed, so did animation. It gave us the chance to portray events that might never happen, that weren’t even realistic or possible, but were in the scope of human imagination.


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The Psychology

To recap, we have been searching for ways to communicate in a visual way ever since we realized that we even have something worth communicating to each other. So how did human communication start and evolve? Why do people prefer to communicate using visuals instead of using text? Why would we rather watch a video than read a chunk of text? What is the psychology behind it?

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Put simply, “our verbal mind doesn’t work without our visual mind”. Research has shown that our brain’s configuration is set up to faster comprehend pictures than text, and we respond to them differently. A single image can convey much more than a single word can. It has the power to tell a story, evoke specific emotions, moods, and things that are impossible to convey using just words. This power comes from the fact that our brains process visuals 60,000 times faster than text. Over the years we evolved to respond to visual information, and only in the recent history of our species have we developed the ability to read text. We are simply wired to react to visuals faster than to text.

The Age of the Internet

So how do we communicate complicated ideas today? We don’t travel to distant holy places to see a text engraved in big rocks. We don’t send messengers on horses, or send carrier pigeons. Even letters sent via Post are becoming an obsolete way of communicating, because they just aren’t fast enough. We have technology at our fingertips and we rely heavily on the internet. We have our smartphones, tablets, laptops, computers… And they’re all connected to the World Wide Web. But we need to ask ourselves if we are using its full potential. Big chunks of text explaining how your service or product works just aren’t cutting it anymore. With the average attention span of an adult between 2.8 and 8 seconds, that is not nearly enough time to grab the attention of your website visitors.

Engaging marketing videos have seen a rise in popularity in the past few years. When done right, marketing or explainer videos can be a compelling way for a company to stand out. They can be funny, educational, serious, friendly, formal, or casual, depending on the way you want to approach your potential clients.

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How can we improve the way we get our message across?

You might see where I was going with this. By using more visuals. Simple, right? Well, yes and no. But we’ll get into that another time. In the meantime, leave us a comment in the section below and give us your thoughts on visuals vs. text.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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Top 10 Animated Explainer Videos That Blew Us Away

An explainer video is one of the most effective marketing and educational tools. It helps companies communicate with their clients through compelling visual storytelling.

We’ve put together our own list of top 10 animated explainer videos, and each of them is on the list because it showed something original, or moved us in a way.

1. Don’t Fail Idaho “Turning Point”

Don’t Fail Idaho is an awareness campaign that aims to inspire an informed and productive conversation about education. This 2D animation gives a lot of food for thought. The imagery is powerful and the design of the video is absolutely breathtaking. Even though the music is soothing, the pace of the video is fast. This is the exact combination that keeps us so immersed.

2. Stephen Hawking’s big ideas… made simple

An explainer video doesn’t strictly have to be a marketing video. The Guardian has created quite a number of engaging explainer videos to promote the science section of their website. This video is a fantastic concoction of whiteboard, live video, paper cut-outs, and 2D animation that keeps the eyes glued to the screen while being informative.

3. Beyond Years

The animated video series Modern Love by New York Times portrays the joy and the affliction of love. Beyond Years is a tender-hearted video based on the column by Tim McEown and animated by Freddy Arenas. The incredible fluidity of this 2D animation gives life to the powerful imagery. The use of only a few colors keeps the video looking clean.

4. Re-Imagining Work

The whiteboard style is pretty much what made the world go crazy about explainer videos, and it was made popular by RSA. The topics of this particular video are how we can get people more engaged, more productive, and happier at work, and if technology is part of the problem or the solution.


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5. Chipotle – Back to the Start

This claymation video reminiscent of children’s cartoons contrasts the seriousness of the topic. The captivating visuals tell an emotional story of a farmer who has allowed his farm to be transformed into one resembling inhumane factory-style farms. The company took a bold step here and stood up for what they believed in.

6. Hive Active Heating

British Gas presented their next generation thermostat control in this video with a simple message. Hive is an automation product for controlling your heating at home. The design of this video is perfectly cohesive and polished. The fantasy world represented as well as the smooth transition in animation make this video truly memorable.

7. Google Now

This fun video was created in cooperation between Google and Android for the launch of the new Android operating system, Jelly Bean. Google has been releasing a lot of new products, and for each one they put out a fun, beautiful, and cleverly crafted explainer video. This video for Google Now uses clean, flat, colorful design, fun environments, to deliver its message.

8. What Is an Epipheo?

It is a risky endeavor for any video production company to explain how good they are at making explainer videos without sounding too braggy or too salesy. This 2D video features simple stick-figure illustrations. The script is dry and funny, and does a great job of simplifying a complex idea. It essentially shows us that extracting a story from an idea is key to a good explainer video.

9. Disconnect.me

The video for Disconnect.me pushes the boundaries of creativity while challenging the idea that all explainer videos need to be entirely envisioned in one style. A mix of puppetry and animation plays with perspective, and draws the viewers in while offering them a simple way to protect their online privacy.

10. Story Branding

We’re not ones to brag, but we definitely needed to include this video in the list of top ten explainer videos. The cardboard style is not something you see often, and that’s why it keeps us engaged. It tells us why the best marketing never seems like marketing, but like a story, and how the emotional bond is made when the brand becomes the hero of its own brand story.

 

What’s the main takeaway here?
Sharing your story is good for your business.

More and more companies consider an explainer video a crucial investment to entertain their customers while introducing them to their new services.

So which explainer videos really impressed you? Tell us in the comment section below!

If you’d like to learn more about explainer videos, go ahead and download our ebook!

The Ultimate Guide to Explainer Videos download

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