Geeking for Motion Graphics and Video
Here at Scout Digital, we love video and motion graphics, so we wanted to get Travis’s perspective on them, too.
“Your team is doing what needs to be done in the modern era,” he says simply. Where written content may once have ruled the Internet, the present and future are visual. Not only through videos and gifs, but motion graphics and animation as well.
“I turn into a little kid talking about motion graphics,” admits Travis with a grin. “I just love them. Aside from the fact that they’re a blast to work on, they’re extremely effective. The human eye is immediately going to gravitate towards the thing that’s moving. It’s human nature, you can’t help it.”
When it comes to using motion graphics and animation, as with everything else in branding, the guiding question should always be: why? Why use this particular strategy, and how does it tell the story of the brand?
“A static shot of some food packaging might look great and tell a story, but what if that same piece of content was a video or an animation?” Travis points out. “Rather than a still shot of a package, what if it was someone actually opening that package? There’s a whole new level of depth there. Here’s what it looks like, plus how it’s opened, and here’s what it looks like after it’s opened. You’re seeing the whole story in that five-second clip.”
The Future of Design
Finally, we asked Travis what he was most excited about in the future of design and branding.
“One thing I’m really excited about right now is voice-activated brands,” he says.
We talked about smart fridges and appliances, how products could begin to work within the household to target our needs in a seamless way that feels helpful rather than invasive.
“I think every brand should be thinking not just about ‘Here’s my sell slogan,’ but more like, ‘Here’s who you are and the values that matter to you, and we’re going to insert ourselves in gently.’”
Not only is video an essential part of any marketing strategy moving forward, but voice activation and integrated technology are here to stay, and most likely going to expand beyond their current capabilities to become commonplace elements in our daily lives. But no matter how useful these technologies become, there is another important factor to consider.
“I want to be entertained,” says Travis. “If you’re going to steal 20 seconds of my life, give me something valuable. And if your service isn’t for me, then please don’t target me. I think that improved targeting is going to be the future. Attention spans are short, so if we’re going to look at something, make it something that matters to us and keep it quick.”
When it comes to imagining the future of branding and marketing, there are many more avenues to explore than can fit into one conversation—from scaling small brands while preserving their uniqueness, to protecting individuals’ right to privacy in a hyperconnected world. But as Travis navigates the future of branding, he reminds us of an essential question to keep in mind as video, voice, and automation become more and more present in our everyday experiences.
“As marketers, we are in the business of selling products,” he points out, “but how can we do that in a way that is honest and not bullshit?”