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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.

 

 

 

 

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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