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Systematic dynamics

Animations are used purposefully in our video productions to illustrate facts on a visual level and to support the narrator’s text. A few important principles have to be observed for animations.

The right basis

In order to keep the basic KESSEL look and feel dynamic, we place value in clear design elements in the entire brand presence. The basics and templates from the brand portal help with its realisation.

Background: A grey, white or purple background colour are available to choose from. Shadows generate a spatial effect.

Layout: Texts are positioned on the background – clearly separated from the image content.

Text lengths: Text overlays emphasise highlights and product features succinctly. They do not replace the narrator.

Typography: Fonts, font sizes and colours are based on the relevant basics in the brand portal.

Explanatory graphics such as errors meet the general specifications for icons or info and function diagrams.

Intro and outro

Service, promotion or learning: The video formats are different, but one thing always remains the same. All KESSEL videos begin with the same intro. The only exception is image videos, whose intro may be freely designed.

Equally, all video formats have a common outro – without narrator text, but with sound branding.

Example: KESSEL intro animation.

Example: KESSEL outro animation.

Lower thirds

Lower thirds are adopted from the corresponding template files: There is a single and a two-line animated version.

Example single line lower third (white on KESSEL purple).

Example of two-line lower third (white on KESSEL purple).

Best Practice

Function arrows (hotspots) are used in combination with text to emphasise product features. The speed of the animations is based on the narrator text.