How Color Affects the Message of a Video

Quick: remember the last commercial you saw. What stands out to you? The brand? The storyline? What about the basic graphics and overall color scheme? Ideally, several of these things stood out to you. But what you might not be aware of is that color symbolism in video plays a huge role as to how well it is received.

In color theory, videos are usually optimized to best tell stories. Some of the most famous examples are from feature films. For example, remember the predominantly greenish hue of most of the Matrix films? This same color theory principles can also be applied to commercials and other types of videos.

Using Color Theory to Make Products Look Good

Color is powerful. It has the ability to bring about moods and strong emotions in your audience, all without them being consciously aware of how they’re being affected by color. From a marketing standpoint, few things are as impactful as the reactions you can generate with color. A strategic use of color can completely change the way your business or products are perceived, and whether you’re able to forge a connection with your audience.

There are different ways to accomplish this through the use of color in video. Take contrasting and complementary colors for example. A splash of contrasting color can be eye catching when you want to bring attention to one focal point of the video – especially when that splash of color represents your brand.

On the other hand, complementary color schemes can be equally effective in other types of settings. If you’re producing a testimonial video, the last thing you want is for background colors to be fighting for attention with the person speaking. Complementary or neutral background colors help the viewer focus on the most important elements of your video.

The Psychology of Color Theory for Video Production

We mentioned how powerful color can be when it comes to generating a response from your audience. Color theory tells us that it’s important to pay attention to which colors we use because from a psychological standpoint, they each have their own personalities and produce unique responses in the viewer.

This is why color theory is such a focal point of marketing, and it’s why understanding the psychology of color is important for video production. The colors you use can paint your brand in a certain light, and you want to make sure it’s aligned with the image you want to project.

It’s easy enough to find a chart of colors and emotions (this blog does a great job of describing them). However, color symbolism in video isn’t always so cut and dried. Consider how a neutral palette of grays and soft whites can come off as plain, stable, and generally unremarkable. These same colors are also frequently used as the backdrop in videos for brands that are both classic and modern, as the surrounding elements can also contribute to how color is perceived.

The audience you’re producing for will also affect how you leverage color theory in video. For instance, a high energy brand, or one that appeals to a younger demographic might opt for bright, vibrant colors, while video for a financial institution or legal firm will rely on colors that convey trust, stability and success.

Optimize the Color Story of Your Commercial Video with Remedy Films

When it comes to embracing the power of color theory in commercial video, a professional and creative video production studio is your strongest asset. Remedy Films, a digital media agency in Atlanta, is eager to help your brand create exceptionally engaging video. Reach out to Remedy Films and let’s get to work brainstorming your best video strategies today.