- Explanation: Defining and describing a product or service is a staple rationale to utilizing video. Literally, the nuts-and-bolts mechanics of an object can be elegantly represented in a video, such as Nest’s filmic summary about how to install their thermostat.
- Ambiance: Beyond demonstrating functionality, video can help visitors visualize the character of a brand and imbue an appropriate mood. On certain pages of Apple’s product portfolio, the videos portray creativity and the rich expression it feeds. This is the kind of dynamic aesthetic that the videos readily support and riff on.
- Orientation: Video can also facilitate a sensibility, as in Nude Audio’s case, where their videos elevate the polished still images of their product portfolio. Each video coheres with a specific product and stages it in order to influence the viewer’s imagination on how the product can be used.
Harvest

Pencil

Nest


NudeAudio

iPad

How to use video
Every video will help to evoke a tone, crafted to align to the company and their identity or image. When used as part of an expression-making toolkit, video provides another opportunity of discovery, adjacent to other complementary ways of displaying information and visualizing a narrative voice. Videography is a companion method of communication to copywriting, photography, and illustration. What differentiates videography is the potential for moving image and sound to galvanize positive impressions. Every bit of this counts in compelling an eCommerce site’s visitor to consider any and all actions of transaction: signing up, advertising, sponsoring, subscribing, completing checkout—to be ultimately persuaded.Nate Burgos
Nate Burgos runs Design Feast, his long-term project dedicated to creative culture. He wrote “Scratch your niche: Fun and fulfillment through Web-based projects.” He also self-published “BROKEN: Navigating the ups and downs of the circus called work.” Follow Nate on Twitter and Facebook.
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