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No matter where you turn in the advertising world, you will see the same adage; a trade show video must effectively convince and move the movers to action. And to achieve this goal it must present its message clearly. This principle is used so often it might seem trite, yet it is as true today as it was years ago, when introduced, you have to make your trade show video “clear and compelling.” (Quote from the Website of Winmax Video Production

“But what exactly is involved in creating a video that is clear and convincing, that compels the viewer to take action.

It might help to see how other companies define clarity with respect to video production. Producers talk about the main idea or message of the video. If a segment of that video clarifies, enlarges or supports the main message, than it has been defined as “clarifying.” If a caption or narrator vocal or image in the video expresses the purpose or theme of the video, than that segment of the video is “clear.” One type of content defined as “compelling” is content which cites an authoritative source.

Clarity need not relate to the content of a video segment, however. Clarity can also be thought of as related to the video’s quality. A video delivered with precision, and excellence in videography will be perceived by many as “clear,” regardless of the content. We might say the excellent videography is it’s own authoritative reference, which makes people sit up and take note of the content of the video.

Regardless of whether a video has all these attributes, one videographer argues that the
video will not be clear and compelling unless the central focus of what is being portrayed is centered and clearly visible. When a video consists of bigger than life action shots, it is by nature compelling as, for a few seconds, at least, it becomes more engrossing than life itself. Bigger than life poses of the central protagonist of the video, and material which is not only content rich, but also visually interesting, will naturally stimulate viewers.

A less tangible ingredient of clear and compelling is the creative spark of the producer. A video which is the genuine product of creative genius will ultimately be more captivating than an imitative video. Sooner or later, the spectator of an imitative video will want to go out and search for the original. Moreover, a producer who creates a video about something for which he has a passion will imbue a quality to his product that others will enjoy. It will be as if they become infected with his enthusiasm as they watch the video.

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