The 3-Design Element Checklist
Is Your Video Really Ready?
Anyone can create a video, but the real challenge lies in making the video count. To us, a well composed video not only looks great, but serves a purpose. Here are 3 internal design factors that all videos should have.
在上一篇 “苹果还是香蕉” 报告中，我们提到要学会创造环境，从而与顾客沟通。
可我们对创造一个良好环境的内容，以及怎样创造良好环境的方法，报告地含糊不清，实属不该！
我们今天就来直接明了、简单粗暴，不……简单地列出营造环境的 3 个方法：
1. 独家视频
怎样做到与每个对你产生过兴趣的潜在顾客沟通？怎样把自己介绍给根本不了解自身行业或专业特性的潜在顾客？
这些顾客可能来自世界各地，有不同的文化背景，兴趣爱好，宗教信仰甚至价值观等等。
如何与他们有效沟通呢？这时候拍摄一支专属于你的视频就显得尤为必要，画面代替语言，更直观、全面地把你带到每一个顾客面前，与大家沟通交流，与大家分享你的优势和成果。
User-Contextually Relevant Video
Your video’s viewer will come from different parts of the world. Different countries, cultures, backgrounds, hobbies, religious beliefs, value system and so on.
Your job is to ensure that the content of your video aligns with all these areas.
Do not assume your viewer to know what your brand is about, or expect them to care.
Give them one, or more than one good reason to care.
Design your video, so they know it’s about them – or making their life better.
All this can be accomplished by first conducting a holistic research about your audience profile.Only then, can you create a video or offer that resonates with your viewer.
Hit them at the core, and you’ll have a happy buyer.
2. 直观画面
视频画面是创造良好购买环境最直观的一步，好的画面是争取观众的最佳途径。但要谨记，好的画面务必建立在真实的基础上，吸人眼球却不浮夸，能够为观众树立积极的理念和愉悦的心情体验。
有了正面的产品理念，良好的用户体验
Your video’s line of visuals should not only supports your brand’s promised, it must be filmed and packaged nicely. Yes, you want to make a killer first impression, all the way to the last frame.
There’s a difference between video quality produced with your iPhone, and one filmed with a Canon 5DMark III.
Professionals are hired for a good reason, since they know how to harness and choose from the right lens, angles, and art direction to optimize your video for the best communication results.
Furthermore, your beautifully filmed images must be realistic. If you’re a selling basketball sneakers, don’t have your actors sinking multiple three-pointers as soon as they’ve worn the shoes. That’s just silly.
Instead, film them having a ‘better overall’ game. More realistic.
The entire visual sequence and color theme should always lead to a great user experience. All actors, scene settings, and music selection should work in harmony.
3. 角色转换
Your video never be about you, but your buyer.
Don’t produce something to entertain yourself or ego, consider what your potential buyer will want to see to make the decision that falls in your favor.
Your video should communicate on laymen terms. Leave the jargon, superfluous details, and any form of complexity aside. Keep things simple.
If you’re selling liquid soap, avoid spilling details of the advanced chemicals used – just share the results you’re delivering: Fast, guaranteed cleansing.
Don’t think about what the audience needs, ask them what they need. Go to them first, to find your answers.
All in all, your audience should always be associating your video with the values and emotions they’re buying into.
Once you’ve ticked off all the boxes from the three points discussed above, you’ll be ready to shoot.
不要只考虑你能带给观众什么，要考虑观众希望你带给他们什么。将角色进行转换，你不再站在专业高度与你的消费者说话，你不再只是将你已知的信息告知观众。
这一刻你是观众，你是消费者，你最想了解的内容，最想尝试的体验，最想听到的描述是什么？
已经有答案了吗？那才是你真正需要拍摄的内容。