3 Uses of Color in Video Storytelling

Color theory is something we learn about in psychology or sometimes in cinema courses but most of us learn a few things about it and then move on, never to think much about it again. The theories and how influential colors are in our everyday decision making or moods are to be debated.

Some say that colors play a key role in our sanity and how we function on a minute-by-minute basis. Others state that color theory is insignificant. Whether you believe color theory plays a significant role here or it’s an afterthought, these are some of the uses of color in visual video storytelling.

Single Color for a Bold Statement

Want to evoke a particular emotion? Videos that single out a color leaving it the only major dominant color in the film are telling a story that is seeking connection to the particular color.

Consider using a single color to highlight or draw attention to an otherwise black and white screen. The color that is used will play a defining role in the emotions that relate to the video storytelling taking place on the page. 

Sometimes called color discordance, We see this common around holidays such as Valentine’s Day, where the color RED will be used dominantly in man videos to produce a sense of “passion” that is often described in recognition with the particular time of year and color.

The use of a single dominant color can bring the narrative of a story together and may also symbolize visually the moods or emotions that we expect or want the character to feel.

Lack of Color to Set Tone & Mood

If color can be used to evoke a particular mood or tone, the elimination of color should be able to have some impact on us as well, shouldn’t it? YES! When color is removed from a scene the filmmakers have the power to shift the entire mood and tone of the production.

Think of the Wizard of Oz. In the early scenes of the movie, and again in the very end, color is completely eradicated from the scene–but why?

The removal of color set the scene of the film to be in transition. The black and white was used to show Dorothy at home and the colorful scenes were used to transition back into the storytelling. 

Black and white set a dull, colorless mood for the film that makes the viewer feel upset at the situation that the entire family is in. When the world is later shown in full color, there is hope and excitement. 

Coordinating Colors

Coordinating color palettes can be used to produce visually pleasing graphics that go along with the film production. While this use of color in video storytelling may not exactly evoke powerful emotions, color palettes are designed to inspire balance and aesthetic appeal.

Of course, video production crews, specifically editors and graphic designers that incorporate the use of color palettes into video content do so with the intent of pleasing their audience and connecting psychologically without them even realizing so.

Color connections are made to evoke decisions, define moods and emotions and encourage the audience to take particular actions. For example, a color palette may be used to compel the audience to trust, feel enlightened, feel well or energized or find strength in a brand. 

Color theory tells us that psychologically, colors permeate many of the daily decisions that we make. It only seems fitting that brands would incorporate the use of color into video storytelling efforts to actively play a bigger part in the roles of our everyday lives. 

Ready to put color to the test in your next video production? Give Beverly Boy Productions a call today to get started. We’ll guide you through your next video product!