Although most people claim to be rational in their decisions, the vast majority of psychological research suggests that this is far from the truth.
Numerous neuromarketing studies prove that your audience will largely be driven by an emotional response in their decision making, even if they profess to be totally logical and rational.
With this in mind, it’s important you give some thought to how you want your audience to feel when they watch your video. Responses can be many and varied including – pride, joy, sympathy, confidence, desire, urgency, intrigue, hope – to name just a few.
The effect of imagery, music and voice in video is incredibly powerful in evoking emotion in your audience, so think carefully about the emotional impact you want to achieve.