We've been finishing a few videos around the office lately, so this seems like a good time to talk a little bit about what “finishing” really means when it comes to video production. In the video production industry finishing isn't just deciding you're done and sending out the video, it's adding the subtle touches that the audience may not notice, but will definitely feel.
I'm talking about color correction – one of the most undervalued, and underused aspects of the video production process. Color correction does a lot for your finished content – it corrects problems with the original footage, makes your video feel cohesive, and, most importantly from a content marketing perspective, it has a huge impact on the way your audience feels about your video.
Human beings react to color on a very instinctual level that dates back to the days when spotting a predator could mean the difference between life and death. Today, marketers have learned to use the subconscious power of color to make people feel comfortable, passionate, or even hungry. That's the reason that financial institutions tend to use the color blue, while fast food restaurants gravitate towards yellows and reds.
Take a look at this sample video, and see how even subtle changes in color can influence the way you interpret a scene, and think about how color can change the way consumers feel about your brand.