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Animate, Engage and Convert

With the world of business forever evolving, how can you make your marketing stand out?

With Animated Explainer Videos in your marketing toolkit, your brand will have that creative edge needed to improve client engagement.

There are many benefits that can be realised from utilising explainer animations.

  • Increased brand awareness.
  • Able to visually engage with new, existing and future customers.
  • Easily adaptable to suit your branding and target audience.

What are animated explainer videos?

Animated explainer videos are short, attention-grabbing videos that explain your product, business or an idea. Think of it as an automated version of your ‘elevator speech’, without the one-on-one interaction, that features in your social media news feed and advertisements, or on your website landing page.

These videos are usually kept to between 1-2 minutes long, which is the optimal timeframe during which you can retain your audience’s attention while providing a visual, fun and easy to understand way of answering questions about your business.

There are many forms that animated explainer videos can take. Some of the more common formats include infographics, 2D and 3D animation, whiteboard animation, and motion graphics.

Our in-house Motion and Digital Designer here at BEVIN Creative can create just the right one to suit both your brand and your message.

The place of explainer animations in your marketing strategy

Businesses often offer complex products or services, and animated explainers provide you with the opportunity to visualise abstract concepts that are usually too difficult to convey via conventional means. With a deeper understanding of your product or service, your audience engagement and conversion will be improved.

marketing strategy mind map

The many benefits of using explainer videos

Being able to condense a large volume of information into a video gives you the ability to concisely convey more information in less time. Before you lose someone’s attention and they scroll past your video, your key message and value proposition will already be put to them. Brand awareness leads to brand loyalty and cultivates leads – all of which has a positive impact on your market share.

graphic of people placing items into a funnel shaped container on a dessert landscape

When compared to a live-action video, animation videos are much more cost-effective, and provide your audience with a lot more information as well.  The increased Return on Investment (ROI) from this marketing medium makes it well worthwhile to include it as part of your strategy.

As you can easily incorporate Search Engine Optimisation (SEO) into the content, your brand is more accessible in pitch meetings and across social media. Reaching a greater and more varied demographic is a proven way to maximise your marketing funnel intake, and ultimately results in more conversions.

Are you ready to get animated?

Contact us to talk to our professional and experienced team and get an Animated Explainer playing on your marketing channels.

an image of a rocket lifting off from the surface of a brain

 

 

 

 

 

Colours and Their Impact On A Brand

When you think about what the word “Brand” means to you, there are likely to be a few definitions and concepts that you consider.

One of the definitions that is possibly the most relevant to marketing, is that a brand is what your business is first identified and then remembered by, and ultimately the foundation on which your reputation is built.

A laptop computer partially opened with a rainbow reflection on the screen

 

Your brand encompasses a number of elements, and each of these needs to be given careful consideration. The general consensus is that effective branding requires seven elements.

  • Name
  • Logo
  • Catchphrase, Tagline or Slogan
  • Appearance or Images
  • Fonts or Typography – read our article on Fonts for more insight into this.
  • Graphics
  • Colour

What part does Colour play in branding?

Colours play an important part in how we first perceive something, which then starts to shape our reaction to it. The initial impression needs to be a positive one in order to engage and retain the person’s interest. Albeit subconsciously, you will no doubt be aware of the use of colours in familiar settings. Unless you’ve given these choices some thought, it might surprise you to realise that more often than not, the colour choices are usually well thought out and deliberate.

A glass sided building made up of multicoloured rectangle panes against the blue sky

Colour psychology is the study of the impact colours have on perception and subsequent behaviour, and can be a pivotal aspect when creating your brand. There has been lots of research conducted into the correlation between successful brands and their colours. Some of the results indicate that simplicity, in choosing just one or two colours, is a common trait in the vast majority of cases.

Think of logos in the colours red and white, and immediately companies like Coca Cola and Target will come to mind. Similarly, the simple logo of four squares, in the three primary colours and one secondary is instantly identifiable as the Microsoft logo. The colour of each quadrant has been specifically chosen to represent a range of products and solutions. Subtly perhaps, but powerfully nonetheless, as this is now recognised as one of the most well known logos in the world.

How do you align your colours with your brand?

Six of the colours of a rainbow in bands

This is not as straightforward as choosing your favourites and then creating a logo that looks good in them. Although we have placed colour as the last element in our list, that certainly does not represent its importance. On the contrary, it has been deliberately placed there, to represent the glue that holds the rest of the branding elements together.

Once you have identified your brand identity and what your core values are, this forms the context within which the broadly accepted connotations of different colours can start to be applied.  As an example, if you are a manufacturer of environmentally friendly products, the choice of the colour green would represent the environmentally friendly and health related aspect of your products, along with the usual connotation of calmness and freshness. This creates an image of your company that is aligned with your products and thus represents your business appropriately. Green is also associated with wealth, as a result of the historical slang term, “greenback”, for US dollars. In the context of the overall brand, this is unlikely to present a negative impression, as most consumers would more than likely expect to pay slightly more for an environmentally friendly product.

Factors to consider when choosing your colours

Colour psychology doesn’t offer as much direction, when armed with just a colour palette and an idea, as you would hope. Some of the factors you need to consider in making the choice for your brand include the demographic of your target market, the appropriateness of the colours in relation to your brand personality, and the full picture that your brand presents.

Indian Holi Festival of Colours

 

The demographic of your audience is crucial, as individual colours evoke different reactions as a result of cultural differences as well as personal preferences. An ideal example of this is the colour red. In most Asian cultures, red is a colour associated with celebrations and good fortune. In stark contrast, red is often regarded as a negative colour eg “a red flag”, “in the red” or “caught red-handed”.

As colours tie intrinsically to the brand personality, the appropriateness needs to be given due consideration. As an example, consider if it is appropriate for something like a health related service to choose red and black as their brand colours.   Would you raise an eyebrow at this choice? Would it be more appropriate to choose blue or green and white to signify calm, health and purity?  Consider the symbolism of certain colours in the context of your business.

Once you have decided on appropriate colours, combine them with your logo, slogan, fonts and graphics. Do they still work when looked at as a full picture? If they do, well done! Seek a peer review, as a fresh pair of eyes can give you a different point of view, and allow you to adjust your selections as needed, before you go to market with an unfavourable brand image.

Feel like you need some help?

An orange, painted blue and cut in half to show the vibrant orange colour inside, against a completely blue background.

At BEVIN, we aim to create brands that leave a lasting impression with stakeholder groups. This is achieved through engaging, considered design as well as brand consistency, continuity and clarity.

In order to build an impressionable and strong brand, we ask our clients in the preliminary workshop/ briefing stage to decide whether they desire a brand that will stand the test of time, or a brand that has the flexibility to warrant growth in line with their organisation.

Transforming verbally communicated concepts into a visual communication device takes skill and flair. Brand management is something the professional team at BEVIN Creative excels at.

Once your brand is created, it needs to be monitored and managed to ensure the parameters and guidelines outlined in the creation stage are being adhered to. As difficult as this is, it is imperative to ensure the brand is not losing potency and that it is remaining the focal point. This requires a strong brand manager with a strong team.

Contact us if you would like experienced brand managers to help you develop, maintain and grow your company brand.

 

 

 

 

Website design errors and how to avoid them

There are so many things to consider when building a website, however, the last things that come to mind are possible design and content errors.

Website design errors and how to avoid them are an important consideration when building your website. There are a lot of technical factors, and while some of these seem minor and more related to common sense than technical aspects, their impact on the final product can be anything but minor.

  • Caching
  • Optimised images and animations
  • Content overload
  • Cluttered design – (UX)
  • Navigation – (UI)

 

Create a well thought out website

A well-thought-out website has the potential to mark your spot on the internet among your competitors and be a powerful tool to convert casual browsers into potential customers.  With the plethora of DIY, low-cost website design options available to small businesses, it is easy to fall into the trap of picking one that just doesn’t hit the mark you want it to.

Here at BEVIN Creative, we are quite often engaged once a small business starts to transition into a medium enterprise; when branding, social and web presence take on a more important role that word-of-mouth marketing simply cannot fill.  Examining websites with a fresh pair of eyes, we find that there a few common website design errors that crop up frequently, so we’re going to give you some insights into how to avoid them.

 

Speed of page could lead to speed of leaving page

I’m sure you’ve all visited a website that takes forever to load, even with your blisteringly fast internet connection.  This would be close to the main reason why people move to the next search result – taking their potential purchase with them.  Well-chosen, relevant images and animations that align closely with your brand identity are crucial for engagement, but if they are not optimised or those fancy plugins you installed on your website have even the slightest issue with them, you end up with a sluggish loading time.

Presuming the fault doesn’t lie with the web hosting, there are a few things you can check to try and speed things up.  The first is to make sure your website utilises browser and server-side caching, not client-side caching.  This enables data requests to be retrieved quickly, which directly results in quicker loading times.

 

Image and file sizes impact not just page load time

Hand in hand with this is the optimisation of the images and animations on your website.  The image format you choose can make a substantial difference to the file size.  An image saved as JPEG or JPG format will be smaller and load faster than a PNG or GIF format, and Google favours speed!  If you didn’t include keywords in the alt attributes, your SEO will be negatively impacted, and you won’t find your images displayed among the highly ranked.

 

Clearly plan and select content

If your website is bombarding visitors with information, they’re going to miss the key points you want them to take away, so keep the content succinct and relevant.  Engage a copywriter and editor to get your message across in a clear and concise way, without distracting errors and poor readability.

 

Reduce clutter and design user-friendly navigation

Another simple fix is to reduce clutter on your website, and ensure you have made good use of whitespace to maximise the user experience (UX).  This is also important with regard to the design and flow from a browser view to a mobile view.  If scrolling and navigation on a mobile device are not taken into consideration when designing the layout, you could be missing out on engaging a large percentage of potential website visitors who are purely mobile.

 

Design a website that is easy to traverse

Ensuring that your website’s user interface (UI) features ease of navigation, with prominent links to pertinent information, is another element that needs to be built into your website.  No one enjoys a virtual treasure hunt, so use a large X to mark the spot, and put it somewhere easy to find!

 

Technical issues or troubleshooting

If the technical terms are making your eyes glaze over – like they do when waiting for a website to load – outsourcing this troubleshooting is worth considering.  The team here at BEVIN Creative offer a wealth of knowledge and expertise and can guide you through, every step of the way, to a well-designed, functional and brand aligned websiteContact us today to get your .com working for you!

 

Contact us if we can help troubshoot things for you…

– – 1300 213 213   |   bevin@bevin.com.au – –

Goggling The Globe in VR

Imagine being able to visually immerse yourself within the Shakespearean era, using today’s cutting edge technology.

We’re not talking about going back to the future…
we’re talking about virtual reality.

As co-producers of the 2016 Shakespeare 400 Perth Festival alongside fellow co-producers Big Sky Entertainment we set out to modernise Shakespeare by providing a state-of-the-art virtual reality (VR) experience at the October festival finale event. Known as ‘The Virtual Experience’, punters were given the chance to step inside the world renowned Shakespeare’s Globe Theatre, through the use of Samsung Oculus Gear virtual reality headsets.

2016 marked the 400-year anniversary of William Shakespeare’s death, so we honoured the global milestone with large crowds of families, theatre fanatics and arts lovers, converging for a day of roving entertainment, theatre shows, market stalls, music and food.

The experience tied into the Shakespeare 400 Perth Festival vision of modernising Shakespeare in today’s society, due to Shakespeare himself being a world leader in creativity, a global influencer and a modern enthusiast who was well ahead of his time.

 

Click above to take a virtual tour of Shakespeare’s Globe Theatre

We were humbled by our story getting coverage in various local, national and international media publications including the Australian Energy Review (Page 26) and BUILD Magazine (Page 54). We were even fortunate enough to make the front page of the Western Suburbs Weekly October 2016 edition, as well as having a showcase article posted on the Shakespeare 400 Perth Festival blog prior to the festival finale. We also recently featured on the Corporate Livewire website with an article posing the question Virtual reality and William Shakespeare – what do they have in common?

We were so excited to bring this technology to the Shakespeare 400 Perth Festival Day. It was great watching people experiencing VR, some for the first time, with the experience also correlating with a worldwide milestone. This technology is the future and BEVIN Creative is proud to be at the forefront.”
– Benjamin Bott
BEVIN Creative CEO and brain-child of The Virtual Experience

Incorporating modern technology such as virtual reality into an event like the Shakespeare 400 Perth Festival Day, opens the door to a new era in live events. From an industry perspective, virtual reality headsets and systems have been under development since late 2012, with a multitude of investors eager to monopolise on the technology breakthrough.

In a recent Superdata report, industry growth figures have projected US$11.8 billion in worldwide revenue by 2017, with US$40.3 billion projected global revenue by the year 2020, indicating this kind of technology is more than a passing fad.

The virtual reality craze has also expanded into additional industries like the gaming, travel, drone and fitness industries, who all see promise in this state-of-the-art technology. Whether its virtual reality postcards giving you travel experiences (minus the suitcase and airfare), or fitness equipment that transforms your living room fitness machine into a river rowing challenge in a jungle gaming dimension, this innovative technology is one step closer to being a part of everyday, modern life.

With The Virtual Experience being so well received in such a public domain, it has emphasised society’s willingness to embrace new, affordable and relevant technological advancements.

Shakespeare never seemed so real.

 

 

 

The Print Chameleon – being able to match the ever-changing landscape of print.

As I am now approaching the title of “older dog” in this fair industry of ours called design, I can’t help but wonder about the future of our sister industry, Print. Her much younger, faster and fairer sister, Digital, seams to be courting way more attention from admirers. I think that Print still has a few tricks up her sleeve!

With the ever-growing accessibility and affordability of smart technology and better performing internet ability, the digital platform has literally exploded with advertising and marketing opportunities across all the fields of products and services.
The glossy advertisements that were once lauded over in high end magazines on coffee tables are now being converted into animated, multi faceted and interactive advertisements on mobile and web applications across the globe.

The power that Print has over it’s more techno loving sister is that it engages with all the senses.

It would seem that poor old print cannot compete with this new digital wizardry, however, I have recently seen an emerging trend of designers re-embracing the printing process almost as a form of fine art. The power that Print has over it’s more techno loving sister is that it engages with all the senses. You do not just see the printed form, you can touch it and even smell it! (and the ladies and gentlemen out there touching and smelling their laptops – you need therapy).

I have noticed that printing companies are getting increasingly innovative with specialised paper stock offerings and also the bespoke finishes that you can now apply to almost any digitally printed piece of design. For example, you can now print a brochure that is staple free, or you can now digitally print white ink on to a black card stock. I recently completed a brochure , printed digitally, where we achieve a clear gloss finish on the selected areas of the cover (what we call “spot UV” in the biz) without it having to be printed off-set! Impacting, affordable and immediate… well almost immediate (24 hours is pretty immediate in the print world).

It is this user experience and engagement with these printed intricacies and subtleties that ensures that print will never truly lie down and gasp its last breath.

Another realm where print reigns supreme is with packaging. Attention, product developers!, You can digitally market, promote and advertise your products as much as you like but, last I checked, you still need the power of print to appropriately house your precious innovations! This is another feather in Print’s cap! Digital design may be able to virtually convey three dimensions (and I must admit that this ability is becoming increasingly more real day by day!) but printed packaging is still the master of the physically tangible 3D form.

An example of this, that I will now share with you, is quite ironic. I recently bought a new Macbook Air laptop, a device that is essential in the promotion of digital design, however what caught my eye was the ingenuity of the packaging that housed this new laptop, even to the point that it was almost a sad experience once I had taken it out of the box and discovered all the secret nooks and crannies that contained the power supply and earphones etc. My reasoning behind this, is that packaging presentation, no matter what product is in it, is a very personal experience. There is that thrill of the anticipation of opening it. I suppose that you can get that same thrill by waiting for a page to load on the internet, but ultimately, once you close down your computer or smart device, it is no longer yours to keep.

In summary, the main difference between these two sisters (print versus digital) is that print may not have the vast reach that it once had and digital’s reach is expanding exponentially, but I feel that the physical and emotional impact of printed design not only lasts longer but usually is a more vivid experience.

Answer me this: Would you rather receive a physical wedding invitation through the post or have it sent to you as an email attachment?…

Is Your Website Working To Its Full Potential?

In today’s digital age, the need for a strong online presence is unquestionably pivotal. No matter if your business offering is niche or has mass appeal, if your target market doesn’t know you exist, your competitive advantage becomes redundant. Don’t panic just yet, there’s good news!

Search Engine Optimisation (SEO)

It’s one thing to spend a small fortune on a beautifully designed, user-friendly website that allows your prospective target market to easily navigate through, but without SEO they may never get the chance to see it.

SEO-article-bevin

Simply put, SEO allows search engines, such as Google, to link the key words of direct searches made by users with the content of your website. The greater the match, the higher your website is ranked above your competitors. Research into consumer behavior shows that prospective clients/ customers attribute a higher search ranking with ‘credibility’- quite naturally really!

75% of users never scroll past the first page of search results

Source: Search Engine Journal

Amongst the many perks of SEO, increased traffic is at the forefront of benefits. By continually ranking your business prominently above competitors, online traffic is generated, which inherently results in constant exposure. Acting as a constant reminder, this exposure has the potential to lead to the securement of new customers. Occurring ‘organically’, this form of inbound marketing strategy is more effective than other ‘push’ methods of advertising that can end up annoying web users, detracting from perceived credibility.

All in all, websites compete for attention, recognition and placement in search engines (within their endless supply of information). Ultimately, the savvy approach of SEO in this day and age will surpass competitive challenges, to result in the benefits of increased traffic and visibility.

Find out how we can assist you with your SEO & SEM

What Does Your Font Say: Types Essential Role in Graphic Design

Fonts are big business, who would have thought? Why do you think Coca Cola and Pepsi never change their fonts even through brand refreshes?
When setting up a business or considering your current brand’s creative design give your font some considered thought. Fonts have characteristics that evoke a vast range of physical, emotional and mental responses that can impact on people’s perspective of your company. Look at the (fictitious) company name below:

Screen-Shot-2014-12-04-at-8.59.53-am

OK, I made this one easy for you. The first font (Handwriting Dakota) is a free flowing, script font which comes pretty standard on most Mac’s and PC’s. While it’s a lovely font it doesn’t quite represent the strength and conviction one would think a stockbroking firm should have. The second font (Arial Black) is much better for this purpose, it’s bold, thick letters imply solidarity which inspires confidence and conveys a trustworthy organisation to invest your money with. The final font is a custom designed font (A Love of Giants), very similar to Arial Black but has the added benefit of incorporating more complex and developed meanings into the brand. Don’t believe me? Do an experiment with your colleague, show them the different fonts and ask them what they think each one communicates. You’ll be amazed at how many people have an opinion that they didn’t even realise they had.

Additionally different fonts attract different customers. If you’re a stockbroking agent and want serious investors calling you then definitely choose a font that will attract that kind of person.

If you want to get REALLY professional you can have an exclusive font created for you (and Trademarked) by a creative agency.

Are you ready to get technical?

Not only do fonts evoke subconscious responses they are also designed to work best on screen or for print. If your brain has to work harder to read something because the font on screen is actually best suited to printed material, your audience may unknowingly become irritated, bored or distrustful … or simply move to a competitor’s webpage that is easier to read.

Why would a font be better in print than on screen, you ask?

The reason is that anything printed is often a higher resolution than what you see on screen. This means that minor variations in a letter that make it more distinguishable from its alphabet kin are easier to read. In contrast, letters that have a uniform thickness are easier to see on screen because of the lower resolution, there is no detail to lose and your eyes can follow it easily.

A great example to illustrate this point is the differences between Times New Roman and Arial. Times New Roman is what is known as a Serif font because it has the little ‘feet’ at the end of the letter strokes. This detail makes reading easier when applied to a printed format and can also evoke a sense of elegance and conviction to the text. Serif fonts are often lost on a low resolution screen making reading harder. Arial is known as a Sans Serif typeface, and as you can see on the right of the illustration below, it is more block-like and easier to read on screen.

Screen-Shot-2014-12-03-at-1.09.55-pm

An important part of graphic design is getting the right font for your company. If you understand the importance of this but find the process daunting, you can commission a creative agency to choose one for you.

Here’s the practical stuff

When considering what font to use for your business spend some time answering the following questions:

• What three words could be used to describe my business?
• What demographic do my clients fit in to?
• What font/s would best fit the above description and client demographic?
• Will that/those fonts be good for both print and screen or would I need two differing fonts to fit each purpose?
• Can I live with my chosen font for the life of my business, or at least for an extended time frame?

A small investment answering these questions has the added benefit of helping you to understand your brand identity better and even enhance your next marketing campaign.

Oh good, you’re still reading. In that case if you have some time, check out this interesting Business Week article entitled ‘Font War: Inside the Design Worlds twenty Million Dollar Divorce’

For 15 years, Frere-Jones and Hoefler seemed charmed. They made typefaces that rendered the stock charts in the Wall Street Journal readable and helped Martha Stewart sell cookbooks. They created an alphabet for the New York Jets, based on the team’s logo. And they saw their lettering chiseled into stone as part of the rebuilding of the World Trade Center. Last year, the duo won the AIGA Medal, the profession’s highest award. It seemed to be one of those rare situations whereby two successful soloists had combined to make an even better supergroup. Hoefler was asked if there were any troubles in their working relationship for a video produced for the AIGA in 2013. “We do have a longstanding disagreement over the height of the lower case t,” he said. “That is the only point of contention.”

Not quite. In January, Frere-Jones filed a lawsuit against Hoefler, saying that their company was not actually a partnership, but a long con in which Hoefler had tricked him into signing over the rights to all of his work, cheating Frere-Jones out of his half of the business. “In the most profound treachery and sustained exploitation of friendship, trust and confidence, Hoefler accepted all the benefits provided by Frere-Jones while repeatedly promising Frere-Jones that he would give him the agreed equity, only to refuse to do so when finally demanded,” the complaint charges. Frere-Jones is asking a court to grant him $20 million. Hoefler won’t comment on the suit directly, but the day after it was filed a lawyer for the company issued a brief statement disputing the claims, which, it said, “are false and without legal merit.” (About Gotham’s creation, Hoefler writes in an email: “No one is disputing Tobias’s role in those projects, or my own, for that matter. [Our] typefaces have had a lot of other contributors, as well — everything we do here is a team effort.”) According to the company statement, Frere-Jones was not Hoefler’s partner but a “longtime employee.”

Source: Businessweek

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