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Unless your video is seen by its intended audience, your efforts will have been wasted, so it's important to be sure at the outset that the video will be in the right language, on an appropriate video format. If it is for use overseas, make sure you get copies in an appropriate colour system.

Will the video be seen by individuals or groups? Will they see it in their own time on their own premises and equipment - if they have video playback equipment? Will the video be used as support for a speaker or presenter, or will it be expected to stand alone? Will supporting printed material (box designs or inserts and labels at the least, and perhaps accompanying leaflets or brochures) be needed? Should design elements be common to all the materials to be produced on a particular subject?

If some of your people will be asked to present or expand on the video, how will you brief them? Can audience feedback be invited: and can that feedback process be used to add to or reinforce the message of the video?

If disturbing issues are handled by the video, is there some form of human support readily identifiable to viewers e.g. a helpline number?

Versions in other languages may make your video far more useful for specific minority audiences in the UK, or for use overseas. Translation and foreign voice-over services vary enormously: recently Inter-com Translations surprised me by delivering an  excellent Russian translation and voice-over on a tricky project.

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