Print marketing vs video marketing

[videoguru]

Good afternoon all,

I need input from you all to help me show my supervisor the differences between Print/graphic marketing and design to the design rules of video production to include narrative, commercial, and motion graphic.

Background: He comes from many years of expertise in magazines and print media. As our director over all types of communications my area of Video production is included in this but he often struggles to understand how "too fast" in video is not "too fast". I was taught as student and apprentice that the human eye can see and understand an image it sees for just a partial second, much faster than anything we would ever use. More realistically this would play out by having a full screen word change to another word as voice narrates every 2 seconds or so... much faster than his preferred 7 to 10 seconds.

I just want to help him understand how some of the rules of the Print world translate different and what they translate into in the Video world.

Thoughts?

[petereit]

Actually, the effectiveness of that "high-speed" video technique depends largely on the target audience, the message being communicated and the number of repeated viewings. If it's used in a teaser announcing an upcoming event to the youth group, it can be very appropriate. If it's announcing time, location and theme of an upcoming seniors potluck, then it may not work at all.

There are also legitimate "branding" concerns. Part of your supervisor's job is to ensure a consistent look and feel throughout all of your church's media. If your church's brand is simple, conservative and professional, "edgy" grunge kinetic type video simply may not fit the brand. It may certainly be "cool" but if it doesn't support your pastor's vision and fit with the rest of your church's media, then it's out of place.