Overview
Our videos aim to tell an accurate and compelling narrative that evokes emotion and connects with viewers. We strive for candid, realistic representations of our customers, employees, products and environments.
Principles
Create a narrative
Whether we are educating an audience or promoting a product, our videos aim to tell an accurate and compelling narrative that evokes emotion and connects with viewers. Relatable storytelling creates trust and loyalty between Lexmark and our intended audience.
ASK YOURSELF
Q: Will the content engage the viewer throughout by connecting the message to a relatable experience or pain point?
Highlight authenticity
We strive for candid, realistic representations of our customers, employees, products and environments. People in our videos should be featured relative to our products and services and to bring a specific narrative into focus. Products should be featured representing authentic scenarios and/or interactions.
ASK YOURSELF
Q: Will the content feature believable people, places and scenarios and enhance credibility?
Develop goal-based content
Regardless of the content, we aim to have clear intentions for our videos, by understanding the audience, the story and the end use. Having these objectives and goals clearly defined will maximize the impact and results of the video. Additionally, it is important to understand the distribution platform for the video so that the framing and length work best for the end use.
ASK YOURSELF
Q: Will the end product tie directly to the stated business goal and type of media consumption?
Create mnemonic moments
By using narrative in our video, we can structure complex information in a clear, concise manner so that it is relatable to viewers. Visually compelling elements and presentation techniques capture viewer attention, pique their curiosity, and establish a strong connection, regardless of the video type or concept, encouraging a strong, memorable, take-away message.
ASK YOURSELF
Q: Are concepts broken down to in a succinct, memorable representation for the viewer?
Types of video
By considering the audience, tone and end use for your video, there are certain types that will be more successful.
Promotional/hype videos
Used to promote products or announce events.
Attributes: Short form, high-level focus, energetic, music forward
Educational videos
Video that raises awareness and informs the audience on a topic or product. Spoken directly to the customer. Often used with supplemental visuals such as graphics and text.
Attributes: Longer form, clearly organized content structure, understandable, relatable, energetic
Interviews
Video that tells a story through someone else’s words. Often made with the use of a-roll and b-roll.
Attributes: Longer form, authentic, narrative focused, contextual, art directed
Social media
Video that is either made or repurposed for use on social media platforms, such as LinkedIn, X, Facebook, etc.. Often made to tease, and lead to an action such as follow a link to the Lexmark website.
Attributes: Short form, attention grabbing, energetic, genuine
Filming guidelines
Resolution
We recommend capturing footage in UHD (2160p) or higher resolutions to provide greater image control during the editing process. By filming in resolutions above FHD (1080p), you ensure enhanced clarity, detail and flexibility when editing, allowing for precise adjustments, cropping and scaling while maintaining the highest possible visual quality. This approach ensures Lexmark videos convey a professional look and feel, providing an immersive and visually captivating experience for the audience.
Format
We strongly recommend filming using the highest quality codec available for superior image control and maximum dynamic range during editing. Opting for advanced codecs preserves footage integrity, enabling enhanced color grading, post-processing, and visual enhancements. With top-tier codecs, you ensure high detail, accurate color representation, and improved compression efficiency, resulting in high-quality content that captures the attention of your audience.
Frame rate
We recommend filming most Lexmark video content at 30 fps to achieve smooth and natural motion and to align with other branded video content. However, for promotional and hype content, filming at 24 fps can create a more cinematic look, elevating the video's impact and energy with a film-like aesthetic. By carefully choosing the appropriate frame rate, you can enhance the visual style and effectively convey the desired tone for each video.
Note: For content created in Europe, the standard 25 fps may be appropriate.
Orientation
It is essential to film footage horizontally or landscape, especially when using a mobile device. This ensures a wider and more visually appealing frame, offering better composition and capturing a broader view of the scene. However, for content intended for social media platforms, a vertical or portrait orientation may be specifically desired to optimize the viewing experience on mobile devices and engage the audience more effectively. By adhering to the appropriate orientation for each context, you can present your videos in the most visually compelling and engaging manner for your target audience.
Framing and depth of field
When it comes to shot framing and depth of field, this section will focus on three primary types: wide, medium, and close. However, it is important to note that other shot framing techniques can be utilized when suitable, as these three examples serve as a foundation for capturing impactful visuals.
Wide
Wide shots utilize a deep depth of field to ensure clarity and capture the full scope of the scene, emphasizing both the subject and the context in which they exist.
Medium
Medium shots are ideal for focusing on the subject or people and capturing their actions in a more detailed manner. By utilizing a high depth of field, you ensure that the subject remains in sharp focus while still providing some context of their surroundings, allowing viewers to closely observe their actions within the larger frame.
Close
Close shots are specifically designed to capture moments of detail and precision, allowing viewers to intimately observe specific elements or actions. By employing a high depth of field in close shots, you ensure that even the smallest details remain in sharp focus, enabling viewers to appreciate the intricacies and nuances within the frame, creating a sense of proximity and heightened engagement.
Style
The visual aesthetic is influenced by the specific type of video being created. In most cases, it is recommended to adopt a light and bright style, which creates an inviting and positive atmosphere, while also utilizing appropriate negative space to enhance visual impact, aligning with Lexmark’s visual identity. Negative space can help emphasize key elements, provide balance, and create a clean and visually pleasing composition. However, in promotional and hype videos, variations in visual mood can be explored to suit the content's tone, ensuring an engaging and effective presentation.
Light and bright style
Variation in style and mood
It is essential to ensure that footage is steady and not shaky, unless a deliberate aesthetic is intended. To achieve smooth and professional results, use camera support, such as tripods or stabilizers, to minimize unwanted camera movements. This ensures that the visuals remain stable and free from distracting shakiness, providing a polished and visually appealing experience for the viewer. However, in certain instances, promotional or hype content may intentionally incorporate a shoulder-mounted look for added energy and dynamism.
Shot angle
Shot angles contribute to the visual composition and overall impact of a video. It is important to select appropriate shot angles that align with the content's intention. While various shot angles can be employed to add visual interest, it is generally recommended to use Dutch angles sparingly or avoid them altogether, as they can be visually disorienting and, in most cases, do not align with Lexmark’s visual identity. By choosing shot angles thoughtfully, you can enhance the visual appeal and maintain a cohesive visual style throughout the video.
Editing quick notes
Do’s and don’ts
- Do: Edit clear, concise but not rushed
- Do: Utilize a- and b-roll
- Do: Pay attention to eye trace
- Do: Give shots breathing room
- Do: Edit to music pace
- Do: Incorporate a call to action
- Do: Use seamless transitions
- Do: Consider creative cuts such as match cuts
- Do: Use continuity between view points (180 rule)
- Don't: Use shaky footage
- Don't: Use low-quality/bitrate footage
- Don't: Add cross-dissolves, wipes or other transition effects
- Don't: Use harsh transitions such as jump cuts
- Don't: Speed up footage
Pace
Attention to pacing and transitions is vital to creating a cohesive and engaging video that reflects well on the Lexmark brand. It is crucial to allow shots to breathe appropriately, ensuring that each shot has sufficient screen time before transitioning to the next while maintaining a steady flow to keep the viewer's attention. Care should be taken to strike a balance between keeping the pace dynamic and not lingering too long on any given shot.
Transitions and cuts
In most cases, utilizing cuts as the primary transition type offers a clean and seamless way to maintain flow and pacing. Cuts provide a straightforward and efficient method to transition between shots, ensuring a smooth visual progression without unnecessary distractions. Consider visually interesting cuts such as match cuts.
Graphics
When appropriate, the option of utilizing a graphic transition wipe can add a visually appealing touch to the editing process but should be utilized when other transition types are not available, are inappropriate, or to hide a jump cut. Graphic transition wipes using Lexmark brand colors, which are covered in more detail under the "Supporting Graphics" section, can provide a smooth and creative transition between scenes, adding a polished and professional aesthetic to the overall video presentation.
Downloads and resources
Please see the downloadable video guidelines documentation to cover additional topics including: lighting, color grading, music, voiceover audio, supporting graphics and animation, stock footage, video length, delivery, and creative reviews.
Video guidelines
Foundational documentation and guidance for Lexmark branded videos
- Filename
- 240812_Lexmark-Brand-Center-video_guide.pdf
- Size
- 1007 KB
- Structure