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.
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.
Ebenso eint alle Videoformate ein gemeinsames Outro – ohne Sprechertext, dafür mit 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.
Animations are kept to the essentials to illustrate facts. In the example: height of the upper section can be adjusted.
Individual product features and product areas can be emphasised by subtle fade-ins to support the narrator’s text.
Example: Image-text combination
Example: Image-text combination
Example: Image-text combination
Example: Image-text combination
Don’ts
Avoid unnecessary animations with text overlays. The focus should be on the content of the text.
No spatial distortion of text elements. Legibility comes first.
