What Is Tone and Mood and Why Do They Matter to Your Video?
By Erica Schmidt Jabali
According to a Harvard professor, at least 95% of purchasing decisions are made subconsciously – or based on how we feel. We could be influenced by a brand’s commercial, their marketing, brand packaging, and more.
This means simply giving the facts and figures in your video isn’t enough – you have to strike an emotional chord with your target consumer in order to motivate them to act. (read more here)
This is one reason why we ask in our questionnaire and on our kick-off calls what tone and mood you want in your video.
And, we are usually met with crickets on the other end of the line.
Turns out, for those of us who haven’t been in high school English classes for a long time (okay, a really long time), we might need a little brushing up on our tone and mood skills.
Don’t worry – we got you.
So, sharpen your pencils and sit up straight – because your speed-round refresher course on Tone vs. Mood starts now:
Tone is the author’s attitude towards the subject. Remember when your mom used to say, “Don’t you take that tone with me!” Well, she wasn’t wrong – the tone we use in our speech is similar to the tone a piece of writing or voiceover in a video takes.
Here are some examples of videos that use a different tone:
In this video, the client wanted a confident, inspirational, educational tone:
Whereas in this video, the client asked for a relaxed, fun, beachy vibe, so our fan-favorite, chameleon of a voiceover talent, Dawson, actually used a surfer accent to achieve this goal
In this video, we wanted to replicate that infamous movie trailer voice to give it that movie trailer tone:
So, in short, tone is the inflections used by the voiceover in order to communicate how they feel about the subject.
Our VO talents are pros at taking a script and inferring the tone that it is trying to convey.
WHY THIS MATTERS:
You know your target customer better than anyone. You know what they like and don’t like. You know what their interests are, maybe their demographics, and even their buying patterns.
So, how do you think this person wants to be talked to?
Do they want that warm, motherly tone that says, “I’m here for you…”? It might end up sounding a little bit like this:
Do you want a fast-talking, witty, lightning speed commentary like this one?
The tone you choose for your video should be directly related to how your target consumer wants to be talked to.
So, when deciding the tone for your video, consider the following questions:
- What prior marketing campaigns have been the most successful and what tone did they take?
- What type of tone will your target consumer be most responsive to?
- What tone will best represent your vision for your business and how you want to be perceived?
Try to think of three key words to describe this tone.
Excellent. Now that you have your tone figured out, let’s move on to mood:
This is how the viewer will feel after watching your video.
For example, this client focuses on food kits for emergencies:
How did this video make you feel? That’s the mood of the video.
Our goal was to create a feeling of urgency, to make you feel that you need this product in order to be prepared and protect your family.
You need to think about the mood because you want to have that target in mind when writing your video.
For example, if you want your viewer to feel emotionally moved and compelled to act, then you’ll want to write the video with that goal in mind – and anything that does not compliment this mission has to be cut.
Sometimes, it can be painful to make cuts or reduce a video script to get it to a certain time – but if you think about all of your choices through the lens of – what will make my target consumer feel [x, y, z] – then it becomes much easier.
Since we know that people make most of their purchasing decisions based on how the branding or marketing makes them feel- then selecting the most appropriate tone and mood for your video becomes imperative.
WRAP IT UP:
- The tone is the author’s attitude in the video and the tone of the VO and the script writing will communicate this
- The tone creates the mood that your viewer will feel
- With most purchasing decision made based on emotions – how you make your viewer feel is very important
- Consider your target tone and mood carefully when preparing for your kick-off call!
There you have it. Everything you needed to know about tone and mood.
We hope this helps as you prepare for the scripting process. We’re here to help and hope to make the process as easy on you as possible.
Please reach out with any questions. We can’t wait to work with you!
You did it!! You’re ready to start making your video.
So what’s next? The Ydraw process has stood the test of time in creating awesome videos, so don’t worry, you’re in great hands. There are 3 steps to our process: The scripting and scene plan phase, art phase, and production phase.
Here are some tips and trips and to make the overall process smooth and enjoyable.
SCRIPTING AND SCENE PLAN PHASE
During this time you’ll work with a creative director to nail down your script and scene plan. We like to think of these videos as a teaser to your product or service. We want to make sure that just enough information is included so that it sparks interest in the topic, and causes the viewer to take action. We don’t want to include every minor detail involved in your product or service, as this is likely to bore your audience.
So what makes a video successful? The headline and call to action!
A headline is the first couple of sentences in your video. These sentences are what hook your viewer immediately! A call to action appears at the end of the video, and instructs your viewer to do something! It can be as simple as visit your website, click the link, fill out a form, etc.
Below are a few DOs and DON’Ts to creating your script.
-Share all your ideas with the creative director.
-Collaborate and discuss the MOST important information needed in your video. (Remember it’s a teaser!)
-Keep your audience in mind, and solve their needs.
-Ramble on about minor (non-important) details.
-Make your message all about you. (Remember, the viewer is the star!)
Once the script and scene plan is approved, we send it off to an artist!! (Check out our art styles page to see all the different options!) The artist then creates the artwork based on the information described in the scene plan. We love to send them reference images, color schemes, logos, and any other documents that help them create the scenes!
We send these scenes over to you so that you can meet with your team and talk through your changes. We want your artwork to be perfect!
Below are some DOs and DON’Ts in the artwork phase.
-Share your artwork with your team.
-Make sure the artwork tells your story.
-Get the opinion of every family member, neighbor, and person on the street you talk to. Involving too many people in your video’s production forces you to pick and choose whose opinion matters most, and definitely slows the process!
-Focus too much on minor details.
-Complicate the artwork. Keep in mind that simplicity is key!
Once your artwork is approved, we send it into production. This is the best part. You get to sit back and relax while we bring your video to life! We’ll add in the voiceover, animation effects, and music and sfx, and send you the finished video link.
Overall, our advice to clients would be to not sweat the small stuff! Sometimes, we see our clients get hung up on minor details that often times have no impact on the video’s message. We love creating videos, and want you to enjoy the Ydraw process too!
Want to get started? Contact us today to start making an awesome video 🙂
What makes things funny? Our own sense of humor isn’t always funny to the guy sitting next to us. So, let’s look at a few simple principles used in Improv to make your video funny to all of your audience!
First and foremost, there is TRUTH in COMEDY! The funny comes from the experiences we have all had in our lives. Think about sitcoms, why do they work? They take something so simple, like everyday life and exploit it. The ups and downs of dating and heartbreak or fighting for that perfect job, only to find out that it isn’t so perfect. But where does the comedy come from?
The funny comes from the unexpected. The moments of truth. It comes from showing not telling. We have all been there…the time in the grocery store when two people are having a conversation in public and you can’t help but listen, even though you know the topic should have probably been left at home…yeah that stuff.
So let’s take a look at this funny scenario….
We see two shadowy figures digging holes in a graveyard. It’s dark, but we can see that there’s a body behind them. It appears that they are covering up a murder! The scene is quite grim and creepy… so how is this funny? The car lights flicker on and we get a better look of the situation… only to reveal…two clowns? Okay, now this is way more terrifying, but their must be more to the story… so as we get closer, we overhear…
Clown 1:“Look Stan, all I’m saying is I’m sorry she left you. You deserve better!”
Clown 2:“You know Joe I just don’t understand, I did everything I could to make her happy.”
Clown 1:“Hey, you know, it’s okay if you want to cry. It’s just us brother.”
Clown 2: (in tears) “Life is just so unfair! But hey how’s the wife and kids?”
Clown 1: “They’re real good. Sally just started walking…”
The conversation continues as they are digging a shallow grave wearing their clown costumes. So, we know they are clowns, we know they are friends, and we know what happened…but they don’t have to tell us that they murdered this guy. We just know! If we focused on the body, or what happened the scene would drag on, the audience would get board with details and information that they don’t need.
This scenario leads us to the truth of comedy…Relatability!
Think about how you feel when you pop bubble wrap. Did that put a smile on your face just thinking about it? How about when you scoop peanut butter from a freshly open jar, yeah there’s that satisfaction face. See how easy it is to relate? All you have to do is capture a moment when someone has used your product in such a way that it brings a clear feeling to your audience.
Just remember that comedy is subjective, but so is being bored out of your seat. By using these tried and true principles of Improv Comedy, you can help your audience laugh at the unexpected, learn about your great product/service and keep them interested and wanting more.
So, let’s get out there and take a fresh approach to comedy, and whatever you do, if you see two clowns walking your way…RUN!
Everyone wants a viral video. In fact, that’s what most of our clients ask for when they come to us. But, when it’s time to look at our Art Styles page – many clients panic and think,
“What if I choose the wrong one?”
That’s why we are going to talk about the difference that art choice can make to your video and a few things to think about when choosing yours. Because although we pride ourselves on working with the most talented artists in the industry – that doesn’t mean that every one of them is the best choice for your project.
Let me tell you a short story.
Once upon a time, a client named Booz Allen came to us for their first whiteboard animation video. They are a serious, respected firm with very serious, important clients. Even though this video was internal, they wanted it to be serious, professional, and aspirational.
But, there was just one thing.
Their Scriptwriter had a gut instinct – what if we juxtaposed the informational tone of the script with a fun, unexpected art style like Calvin & Hobbes to create a surprise effect?
Well, Booz Allen decided to go with Semi-Realistic instead. Here’s the first scene from the first set of images delivered by their choice of artist:
This works. It gets the job done. However, Booz Allen isn’t in the business of just getting the job done. So, they made the command decision to switch artists (for a small fee).
Here’s the first scene again – with the exact same script – rendered in the Calvin & Hobbes style:
Now THAT’s memorable!
Just using a different art style brings the script to life in a completely new way.
In fact, this style was such a huge hit –they have made dozens of videos since in this style.
This is a perfect example of how the right art style can truly elevate a project.
So, what should you consider when choosing the art style for your project?
Here are 3 things to consider:
What is the tone of your script – what feelings does the voiceover evoke? And, what do you want the mood to be of your video? Some examples might by light-hearted and humorous. Other scripts are heavy, covering more serious subject matter. Or, maybe you just want an approachable, informational tone. For example, this video we made for Volunteers of America was designed to be beautiful, moving and inspiring. Using our YPaint style, the images are digitally revealed and we incorporated an animated fine line connecting them to support this vision:
- ELEMENT OF SURPRISE:
Now, just because your tone and mood are serious – doesn’t mean your art style has to be! By using an unexpected pairing, you create the element of surprise! Examples of this could be the Booz Allen video – which pairs a fun, youthful art style with serious internal subject matter. Or, take a look at this video for the marketing company, Ribyt. They used color to create an element of surprise, by staying all B&W except for their brands green.
Another way to create an element of surprise is to use a mixed-media approach, by combining different types of video footage. In this case, Vital Smarts used a mixture of live video and whiteboard animation:
Sometimes the right art style is the one that will appeal most to your audience.
Ask yourself, “What would my target consumer want to see?”
After all, you’re making this video for them, right?
That’s exactly what our client, Wilson Electronics, had in mind when we created this short, one-scene video in our Cartoony style to capture the feeling that people have when they realize their cell phone signal hasn’t been working:
Be willing to think outside the box when choosing an artist!
The right art style will pair perfectly with your script and grab the attention of your audience.
We love working with our clients to discuss options, send samples, and help guide you to choosing the perfect art style for your project.
Why They Need to Stop and How Ydraw Can Help
Why do businesses create boring videos?
It’s a given that not all information is going to have people on the edge of their seats, especially when it comes to business content. Ideas, concepts and new products need and deserve exposure for sure, and video is a great way to make it happen.
But seriously..where is the logic behind investing time and money into something with no entertainment value whatsoever–even if it happens to be informative? At best, people are forced to watch and try to digest it, and worst case, it gets completely ignored and/or even criticized. Boring videos can be a waste of your viewers’ and your time.
Put yourself in your audience’s shoes.
Think about your life. Think about your typical routine from how you feel when your alarm clock goes off, to getting up and ready, to starting work whether you work in an office, from home, or on the road. Think about what you do and where your mind and mood are at different times throughout the day.
Now think about how you feel when you take a quick break to check your phone and surf the web, Facebook or YouTube. What kinds of things catch your attention and what will you skip over?
Finally, think of yourself at the end of the day. How does your brain feel? What do you want to think about and what do you want to avoid? Chances are, the last thing you want to do as you unwind is sit and watch some boring video explaining…anything. In fact, if you come across dry information not only are you likely to quickly move past it, you might also be slightly annoyed by it.
Boring Videos = Lost Messages = Lost Money
I think I can fairly speak for the general population and reiterate what has been said on this site before when I say that people just don’t like boring videos!
And yet, they keep getting produced. They’re everywhere! From promoting the latest scientific wonder of a supplement to hit the shelves to teaching employees about harassment policies, to rounding up support for a cause that will save the world; these important, informative and boring videos are being created, not watched…and…messages….are….getting…lost!
We all know that video is by far one of the best ways to market a product or idea. People remember more when visual is combined with audio, so yes, please, make videos and use them to put your point across. Just be sure those videos are attention-grabbing so any time and money you invest into them doesn’t go down the drain.
Entertaining Videos Can Make You Money
I get it; there are some pieces of critical information that just aren’t that interesting but can be if you present them the right way. Entertaining marketing and corporate videos can definitely make you money!
Marketing: It’s obvious how an entertaining video can help sell just about anything. Marketing is all about catching and keeping the attention of clients or potential clients as a message is delivered. With all the competition out there, you’ve got to be creative to get noticed!
Corporate: How can corporate videos be profitable? Good guestion. They’re necessary and people generally get paid to watch them. Step one is getting colleagues and/or staff to watch the video. Step two is keeping them engaged so they actually remember what it’s all about.
If your training videos are interesting enough, your employees will pay attention, remember what they’ve been taught and actually act on it. If they make your employees smile or laugh–even better! Happy employees who know what they’re doing, love their jobs and think their company is cool, work harder by default. When they work harder, production goes up and you make more money.
If your concept catches your colleagues’ attention you’re more likely to get their support. More support means more recognition and in most cases more recognition leads to…you guessed it…more money.
Ydraw Can Take the Boring Out of Boring Videos
Ydraw videos are well known for their high-quality art and quirky storylines that keep audiences engaged. It’s no secret that we pride ourselves on the effectiveness of our entertaining videos.
From the perfect script to entertaining storylines, to captivating artwork to the voices that bring it to life; the Ydraw team of experts is on a mission to stop the epidemic of boring videos!
As our client, we ask that you be open to our suggestions as we work together to make sure your audience isn’t bored. That way we can deliver an entertaining, memorable share-worthy video that will help your company produce amazing results and increased revenue.
Thank you for reading Why Businesses Create Boring Videos!
Explainer Videos Your Key to Unlocking Success
Explainer videos are an indispensable ingredient in presenting your brand or organization. Whether you’re a start-up company, a big name corporation, or a non-profit organization, explainer videos are extremely useful in getting your point across.
The intention of an explainer video is to inform viewers of an idea or to explain what your product or service does.
We all know it can be hard to capture attention with dense writing, so these videos are usually fun, simplistic, upbeat and are about 2-3 minutes long.
Explainer videos are simple, easy, affordable and effective.
The entertaining nature of an explainer video makes it easier for viewers to retain the information.
According to the Global Video Index of 2015, research shows that people are likely to only remember 10% of any information they hear. Yet if paired with a relevant image, they retain 65% of that same information 3 days later.
Also, a recent survey by Video Rascal shows that 85% of people are more likely the purchase a product once they view a correlating explainer video.
These are just two statistics of mounting research supporting their relevance.
Explainer videos are eye-catching, especially when found on the landing page of a website. They grab the attention of site visitors as well as Google.
Adding a video to your website increases your ranking with Google, which in turn can bring more traffic to your site. Oftentimes when a consumer seeks out to understand something new, they’ve already made the decision to purchase it.
Don’t end up scaring away potential new customers with too much text!
Reading a few paragraphs can be boring and is often skipped over for the more comfortable choice of watching a video.
More and more companies are choosing explainer videos as their elevator pitch. Some of these videos are even going viral.
While there is no proven formula to get a video to go viral, you definitely can’t achieve viral status without a video.
You’ve probably seen the Dollar Shave Club’s controversial explainer video about how – ahem – great their blades are. Currently, their video has almost 22 million views.
That is a great example of an entertaining and very memorable (to say the least) video that has been shared over all platforms of social media.
These videos are a great way to help your fans and future fans to evangelize you. Help them share your glory! Give them the content worthy of being spread to the masses and to the furthest corners of the earth.
Word of mouth advertising spreads much easier these days, so what better way to inspire your faithful followers than by giving them the exact content you want them to share?
Creating the actual content for your explainer video is up to you. Take time to really think about what you want to say, and put yourself on the other side of the screen as you write your script.
There are unlimited ways to portray your message, but remember–the simpler the better. The goal of an explainer video is to get your point across and have the viewer remember your message.
So use your imagination, have fun, and boost your online presence!
Unlock success with explainer videos today.
Thank you for reading Explainer Videos Your Key to Unlocking Success
For more information, click here.