Whether it’s on a conscious or subconscious level, we’re all aware of design. It’s why we choose certain articles of clothing over others, or why we might prefer one model of a car over another.
Design is also responsible for which brands we gravitate towards. Studies have shown that when something has a better, more appealing visual design, it not only attracts more people, but also establishes a more personal connection with those people, like a sense of trust, comfort or reliability and can even influence consumer behaviour.
According to Kissmetrics, 92.6% of people say the visual dimension is the top factor affecting the purchase decision.
That’s why, when we create our videos, we balance art with purpose and do something that is not only aesthetically pleasing or easy on the eyes, but also designed to a higher quality.
We believe that the visual design of your message is just as important as the message itself.
Here are just 2 reasons why:
Better design means a better user experience
Take your website for example. Your site is often a prospective customer’s very first touchpoint with your brand. That’s why it’s super important to have a website design that welcomes visitors and keeps them engaged. A well designed website allows for simple navigation, which means visitors are more likely to stick (and click) around. According to Stanford Web Credibility Research, 75% of consumers admit to making judgements on a company’s credibility based on the company’s website design.
The same concept applies to your video; It should be designed in a way that welcomes visitors by being aesthetically pleasing and leverages modern design trends to bring it to a higher, more pristine level of detail. This level of quality invites your audience and encourages them to watch your video from beginning to end, increasing the chances of them hearing your message and actually retaining it.
This is also why we believe that your video and your landing page should go hand-in hand: So that visitors can turn into customers.
The visitors on your site are there for a reason; They’re looking for information about who you are and what you have to offer. This type of information, when conveyed through the form of a video that sits neatly above the fold on your landing page, can have incredible results. According to EyeView Digital, relevant embedded video can increase conversions by 86%.
Video has become the #1 form of information online, making up more than 80% of web traffic in 2019 (Source: Forbes Agency Council). With a video designed to a higher quality, your audience is more likely to engage with it, see it as a more credible, reliable source, and therefore will be more likely to sit through its entire duration. By giving your audience a multi-sensory experience, like a video, as soon as they get to your landing page, you’ve already significantly improved your chances of converting them.
Designing for Emotional Response
When it comes to video design, there are really no shortcuts; whether it’s the actual look of the graphics or the matter in which they move, a cheaper looking video just won’t have the same impact or leave the same impression on your viewer. This is a common misconception that we’ve seen first-hand: There have been times when clients have approached us with so much of their focus being on the message of the video, that the quality of the video’s design is deemed not as important. These conversations were often followed up, months later, with a client’s request for us to revamp the video’s visual style so that it’s more eye-catching or so it has a more modern, professional look and feel.
So, when you’re considering video, make sure you value the style and design as much as your message. A higher quality video might be the reason why your audience takes you more seriously and why they stick around to hear your entire story.