When you think of marketing your brand using videos, you often put in a lot of thought into the content, the script, and promotional strategies. However, you will be surprised to know how easy it is to overlook the overall touch and feel of your video.
Yes, visual consistency is the key for consumers to trace the content back to your brand!
It is due to visual consistency that irrespective of your Instagram marketing tips or YouTube marketing strategies, users would get the mission and vision of your company.
But what is visual consistency? And how can one achieve it? Let’s address all these questions!
What Is Visual Consistency?
Interestingly, visual consistency is a rather vague entity that means different things for different businesses. It also is a reflection of your brand status and positioning within the market.
One can break it down into two sections – the visual element and consistency in maintaining it.
Consider that you see a bright yellow “M” against a red background, you know that you are looking at a McDonald’s logo. Similarly, when we see a rounded tick-mark or the tag “Just Do It,” we implicitly understand that we are talking about Nike.
Visual stimulation is not merely associated with brands; it extends to memories, emotions, and everyday objects as well!
For instance, imagining a red and green palette evokes the joyful feeling of Christmas. Or bright and vibrant shades bring up memories of spring.
Clearly, visual stimulation can go beyond the mere power of sight and is capable of eliciting a more powerful response!
With this knowledge, video creators incorporate viewable elements within a video to achieve various results. It could be anything from picking out a specific shade of blue to induce a feeling of trust or positioning a brand logo in a spot where it gets imprinted into your mind.
Once you have unlocked the winning formula to get the desired response from the viewer, it is all about repeating it over and over again. For how long would you have to do that? Simple, until it becomes synonymous with your brand!
So whether it a color scheme or the font or even your logo – you need to match them in a way that they complement each other and use them consistently! Soon enough, it will become an integral part of your brand identity.
Importance Of Visual Consistency
Now that you understand the elements of visual consistency, you may want to know what is the fuss all about? Visual consistency offers personality to your content.
When you look at a YouTube channel, you will notice that all videos are located side by side in a grid manner. Video content creators curate their feed that reflects the vibe that they wish to achieve. Hence, it is a reflection of your brand mission and statement.
Visual consistency helps in building a personal connection with the brand and generates an emotional response. The viewers can relate to it in their everyday life, and you will make a small nook for yourself in the audience’s mind. It is, by far, one of the best ways to engage with your audience in the most meaningful manner.
Most importantly, it makes your brand recognizable even when it is cross-posted. When you check out how to make a video into a GIF, you may notice that it bears the main highlights of the video. Hence, even if someone has converted your video into a GIF, your client would know that the content belongs to you!
How To Achieve Visual Consistency Across YouTube?
Visual consistency ensures that your users return to your videos and even refer it to their peers. Hence, it is a crucial element of your marketing efforts.
Following are a few ways through which you can ensure visual consistency in your YouTube videos:
1. Use a Watermark
Using a watermark is one of the most leading and obvious choices for video creators. It ensures that you will gain credit for your work even if it is published elsewhere. Moreover, it will grant visibility to your brand.
Typically, the company logo is the best option for watermarks. However, it is not as simple as slapping on a watermark and waiting for it to be noticed.
For visual consistency, your logo should add to the visual identity of your video to make it recognizable and associated with your brand even when it is not explicit. You may use tools like InVideo to add a watermark to your video.
2. Adopting a Standardized Font and Color Scheme
Any marketer worth their salt would know the importance of styling while branding. If you haven’t yet decided on the font and color palette, you can pick out the most eye-catching ones displayed on your website, logo, and any other marketing material.
Follow visual consistency in:
- YouTube video backgrounds
- Color scheme of the clothes worn by presenters
- Banners, signs, and other overlays
- Thumbnail of the video
3. Create Templates
One of the best “work smart” tips for video creation, and visual consistency is this: create templates.
There is no need to reinvent the wheel. You may have already found out what color scheme, font, titles, and even background scores work for you. So simply use it as a stencil to produce more videos. In this manner, you will find it easier to create more videos that are consistent with your brand image and reinforce this brand perception.
After a couple of trial and error methods, you will be successful in finding the perfect recipe that hits the right notes with your audience. Now it is all about repeating this as a blueprint to generate brand awareness.
When you look at it, maintaining visual consistency is not a taxing job. Once you get the hang of it, you will realize that it contributes to making the whole process of video creation simpler. Establishing visual consistency also helps in giving direction to your future video content.
Finally, even though visual consistency is a representation for your brand, be bold and fearless in give it a makeover every now and then. It overcomes creative fatigue and grants a freshness to your brand.
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