31st July 2013

The Psychology of Color: How to Use Color in Video Animation

When creating explainer videos, companies usually have a good idea about their logo and background.  But, what about everything else?  What colors should you make the buildings in the background? What about the computers? What about the clothes people are wearing?  Though these might seem like simple questions, color has the ability to affect viewer’s mood when watching a video, so there are a few items to keep in mind when coloring in your animation.

To help make this blog visual, we are going to talk about our latest video for Progress Software.  Watch the video first and try to notice some of the color choices.

Clothes: For Progress Software, it makes the most sense to dress our character in business attire.

Business Attire

If you have a business and/or professional offering, keep the clothes simple.  If your target market is a bit less serious, then throw more color in when dressing up your character.

Buttons:  When it comes to buttons (especially if they are pressed during the video), it’s a good idea to make them a warm inviting color.  For Progress Software, we used green.

Mission Statement

We all think of the green light, so this color works for these buttons.

Miscellaneous Items: For this video, we have some items that can be any color such as a table, cereal, bank, etc.  Take this scene for example:

business

Here we have many options, so what do we pick?  Well, we incorporate the client’s logo colors into the cereal box, and we keep the theme of GO green for the table.  It’s subtle and works because it is not overwhelming.

When it comes to colors in your explainer video, make sure to never go too bright or too dark, you don’t want your web video to be jarring or too dark to see.  Subtly putting in logo colors it OK, but don’t get spammy!

Any other questions, we’re always here to help, so send chat with us on our website: www.revolution-productions.com.

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About the Author

Anish hails from London and holds a degree in software engineering from the University of Manchester. Following his education, he worked for several years in the financial industry as a platform administrator before founding Revolution Productions in 2008. In addition to over seven years of video production, Anish is seen as an industry professional, adding his insight in publications such as VentureBeat, ReelSEO and Wistia.

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