“Humans are incredibly visual and powerful, moving images help us find meaning… [and] video helps capture and contextualize the world around us.” – Dan Patterson
There’s a certain beauty to the way a video communicates its message to an audience. We, the audience, are conditioned to see the world through our five senses (touch, sight, taste, sound, & smell). But there are two that tend to amplify our emotions, and by doing so, effect our decisions.
Let’s start with the first sense, sight. Our powerful brain, through our eyes, takes “pictures” of whatever we’re seeing. This happens so fast that we don’t even notice. In fact, for every second, your brain takes approximately 30 “pictures”. Through sight, our memories are formed, and our perceptions of the world are established. While there are always exceptions, this sense binds us together and gives us a sense of visible beauty and visions that are almost universal in relaxing us, like the serene empty beach we place as our desktop background to escape the chills of winter.
The second is sound. As creatures who communicate verbally, the sounds we make and hear tend to mean the same no matter where we’re from, or what language we speak. The sounds of joy lift our spirits, while anguish brings tears to our eyes. Laughter is laughter, and crying is crying. It’s these sounds, all around us, that remind us we’re alive.
The connection between sight and sound, however, is what makes them most powerful. When they’re together, like Batman and Robin, they’re an unstoppable force. Think about it for a second. If you see only an image, your mind will undoubtedly make a connection to the sound (or noise) that the image, in your experience, should be making. Just like the “booms” and “whooshes” we make as children playing, we unconsciously understand the sounds of the images we see. Inversely, when we can hear, but not see, our mind draws a picture of what we’re hearing to complete our understanding of the situation. And because of the constant stream of sights and sounds into our mind every second of every day, our emotions are conditioned to respond to these stimuli.
So what does this all mean? Put simply, it means that video marketing is one of the most powerful tools your business possesses to reach customers and spread your message. Not only for showing the customer what they will be buying and telling them all of the benefits of your product, but for giving them a feeling of comfort, security, and even joy in doing business with you. By combining images and sound through video, you can pass your message right to the heart (and true decision-maker) of your customers: their emotions.