Over the last 20 years, the process of producing high quality visual graphics has become cheaper and easier.
Due to this new found accessibility, it has not only become popular with platforms such as web video.
It has found an audience with corporate and promotional videos as well.
In 2012, a video that does not have some sort of graphical feature looks second rate.
What is considered to be a graphic?
A graphic can be many things.
> A title is a graphic.
> An animation is a graphic.
> A superimposed background is a graphic.
All of these can prove to be a benefit in delivering a message via video.
> A title can provide clarity and guidance to your message, re-emphasising any details given by images or commentary. It will also help your audience to remember the message.
> An animation can bring the message 'to life'.
It can do this by being both entertaining and by showing things that are abstract or otherwise invisible to shot.
> A superimposed background not only looks impressive, but can be relatively cheap to make.
Shooting against a green screen does not, for very obvious reasons, incur the same expense as shooting within a set or on location.
The use of an animated - or even just a pre-recorded background - provides the video with a mark of professionalism.
Though this technique has been around for a while, it is still seen as being both impressive and prestigious.
Despite the fact that money and time may have been saved by doing this.
It certainly beats taking an interviewee to a distant but otherwise necessary location.
Would graphics benefit every video?
The short answer is 'no'.
The more complex answer would be 'it depends what the video is'.
Allow me to elaborate.
A video is simply a way of communicating.
So, every video has a message.
If the message of your video is 'please laugh at my auntie falling of the chair', then no. All you need is an amateur camcorder and an envelope addressed to 'You've Been Framed'.
If, on the other hand, you want to advertise the service your business has to offer, then the use of graphics will probably be of a great benefit.
How graphics can benefit a corporate video
A corporate video needs to be expressive and visually stunning.
Its look and feel has to compliment whatever it's trying to promote.
So, if we take a legal firm as an example, its video could:
> Use titles to re-emphasise a message that is given by the voice over.
> Have a superimposed image or background to give the impression of a busy office, city centre location etc.
A video such as this probably wouldn't require any animation.
If, however, you are a manufacturing company, then an animation could be used to show how your product works.
> A company that makes engines could use an animation to show the internal movements and mechanism of their design, something that could not necessarily be filmed.
> Or a construction company could show an animation of how an architectural project is going to be built.
8 reasons why you need graphics in your video
1. To portray things that cannot be physically shot
2. To allow a superimposed background (an animation, exotic location etc.)
3. Transitions that provide a smooth flow between shots
4. To give flare and style to the overall video
5. To give originality and elements of entertainment to the video
6. To give your video a 'professional look'
7. Animations that can help explain complex processes
8. Titles to support commentary
Graphics are needed for a variety of reasons.
Whether its to re-emphasise your message, make your video entertaining or explain the unexplainable, graphics are needed for any video that considers itself to be professionally made.
At Studio Rossiter we really value graphics in video and they play an important part in getting the message across to the audience. See examples in our marketing video gallery here