We need to talk about simplicity in video content.
I know what you’re thinking, “But Briight, you guys are pros at all these fancy effects and graphics, I want to show off your impressive skills and unmatchable talents!” Firstly, thank you. Secondly, here’s the thing – overcrowding your video content with more VFX and visual ‘clutter’ than a Transformers movie released on Snapchat or more messages than a family WhatsApp at Christmas, is more than likely only going to hurt your content, not aid it. In short: less is more.
Let’s start with a little thing called cognitive fluency. Now, I know that sounds like some fancy scientific term, but, like the point of this entire blog, it’s actually pretty simple. Cognitive fluency refers to how easy it is for our brains to process information. And when it comes to video content, the easier it is for our brains to process, the more likely we are to remember it.
This is where the less is more effect comes in. When you have a lot of visual clutter, it’s harder for your brain to process the information. It’s like trying to have an important conversation in the middle of a club – there’s just too much noise and it’s hard to focus. But when you simplify your video content the background noise stops and you can finally hear your friend yelling about ditching the club for a messy kebab – a great idea we can all get on board with. In other words, it’s much easier to focus on, ingest, understand and remember content that’s simplified.
But, we hear you ask “Wait, won’t this make my video dull?” In short, no, simplifying your video content won’t make it boring. In fact, the visual simplicity effect shows that when you simplify your video, it can actually make it more aesthetically pleasing and engaging.
Here are a bunch of tips on how you can simplify your content without compromising on how engaging it is:
1. Focus on the message: What is the main point you’re trying to convey in your video? Rather than focusing on multiple messages, stick to one key point. Keep that at the forefront of your mind and make sure everything else serves that purpose.
2. Use storytelling: People love a good story, so try to incorporate a narrative arc into your video. This will not only help keep your audience engaged, but it will also make your message more memorable. And it doesn’t have to be on par with whatever Oscar-winning film you watched recently, just as long as you it tells a story that your target market is going to relate to. For instance, if you’re selling vehicle breakdown cover, a story about a family broken down en route to an important event would work great.
3. Use visual aids: When we say keep it simple, we don’t mean you should strip absolutely every extra visual aid from your content. Switching up live footage into animation or showing a motion graphic of a diagram or graph etc will help keep your video engaging and, if implemented well, won’t overcomplicate your video to the point of confusion.
4. Use simple but engaging graphic design: Colour theory and hierarchy are important in creating a visually pleasing and effective video. Use contrasting colours to draw attention to important elements, and make sure your visual hierarchy is clear so that your audience knows what to focus on.
5. Guide your audience with visual focus: Making your simplified video content easy to navigate will also help make your content easier to understand and remember. By placing critical elements or focal points in a consistent location within the frame, you provide viewers with a clear reference point. This helps them quickly identify and follow the key action or information in the shot, preventing confusion or distractions.
So, there you have it. Keep your content simple and keep it engaging. Your audience will thank you for it.