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A Deep Brief on Character Design

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A Deep Brief on Character Design

 

When developing a short piece of visual communication such as an explainer video, the first decision to be made is:  Who is the main character?

 

The correct answer to this is: the message.  What?  Message as character??

 

Absolutely.  In a short :60 to :120 piece, you’ve got at maximum 90 to 240 words in which to tell the story (if you want wall-to-wall narration).  The truth is, despite all the work that goes into crafting a tight, short narrative, no one is going to remember all the words, only a few “sound bites” at best.  What they will remember is the emotional response to those words.

 

And emotional responses are created through carefully developed character.  Since explainer videos are designed to garner an emotional response to a company’s message, it stands to reason – and brevity – that determining the character of the message is going to be key in the overall effectiveness of the piece.  This main character will never actually be seen, but it will have the over-riding influence as to how the piece unfolds and the development of the actual characters that are seen.

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