Professional Documents
Culture Documents
By
Azahar B. Harun,
Tengku Shahril Norzaimi B. Tengku Hariffadzillah,
Shaharin B. Sulaiman, Mohamed Razeef B. Abdul Razak &
Ariff B. Ali
JUN 2008
Tarikh : 21st June 2008
Assalamualaikum warahmatullahiwabarakatu
Ybhg. Prof.,
3. Untuk makluman Prof lagi, projek ini tidak menggunakan sebarang pembiayaan
dari IRDC kerana ia adalah sebuah projek khas yang dibiayai oleh UiTM
Melaka sepenuhnya. Sehubungan dengan itu, kami telah mengambil inisiatif
untuk mengubahsuainya menjadi sebuah kajian kes. Ini adalah bertujuan
memenuhi syarat pengesahan jawatan bagi tiga orang ahli kumpulan kami.
Berikut adalah senarai ahli yang dimaksudkan:
Sekian Terimakasih.
Yang benar,
AZAHAR HARUN
Ketua Projek
2
Ybhg. Prof.,
Enclosed herewith are three copies of the final report for a research project entitled
Emphasizing Visual Appeal in Corporate Video Production:
Case Study in UiTM Melaka.
.
Thank you.
Sincerely,
AZAHAR HARUN
Head of Project
RESEARCH GROUP
AZAHAR HARUN
Head of Research Project
Signature
..
Signature
SHAHARIN B SULAIMAN
nd
2 Member (Director of Photography)
..
3
Signature
..
Signature
ARIFF B. ALI
th
4 Member (Corporate Presenter)
..
Signature
ACKNOWLEDGEMENTS
We would like to extend our gratitude to the respective people who have been
supporting us in this study. Without their help it would not have been possible for us to
complete this report. They were as follows:
and
4
It has been a pleasure to work with such
a dedicated team member on such an important and exciting project.
CONTENTS
No Title Page
1 Abstract 8
2 1.0 Introduction 9
4 3.0 Limitations 10
5
8 7.0 Literature Review 14
7.1 The Importance of Video 14
7.2 What is Corporate Video Production? 15
7.3 What is Visual Appeal? 16
7.3.1 Logo 18
7.3.2 Typography 19
7.3.3 Graphical Image 20
7.3.4 Color 21
7.3.5 Animation 22
9 8.0 Methodology 23
9.2.2.5 Q3 40
9.2.2.6 Q4 41
9.2.2.7 Q5 42
9.2.2.8 Q6 43
9.2.2.9 Q7 44
9.2.2.10 Q8 45
9.2.2.11 Q9 46
9.2.2.12 Q10
11 Conclusions 46
12 References 48
6
13 Appendix 49
7
Visual Appeals in Corporate Video Production:
Case Study of UiTM Melaka
Azahar Harun,
Tengku Shahril Norzaimi Tengku Hariffadzillah,
Mohamed Razeef Abdul Razak,
Shaharin Sulaiman, Ariff Ali
Abstract
Video is an essential tool especially for business communication and sale promotion.
Unlike conventional print media such as brochure or catalogue, video is much more
versatile and capable of displaying sights and sound. This advantage allows audience to
interact with the materials more dynamically as oppose to plain and static textual
content. According to Muse (2008) video can be used to increase sale, aid training,
promote safety and improve corporate communications in general. However, there is a
challenge in producing a corporate video; the contents must have at least the look and
feel like that of TV productions. The reason is because nowadays many audiences are
used to watching TV shows that are polished and visually appealing. So if the material of
the video presentation was poorly crafted, it will surely discourage the audiences thus
fail to deliver the message effectively. This paper presents a novel approach to producing
a professional-like corporate video. We explored and developed traditional Malay theme
as main concept for achieving visual appeal. In the production process, we used multiple
task applications to enhance the presentation such as animation and motion graphics. To
evaluate the effectiveness of the corporate video in relations to audiences perceptions,
we conducted interviews and distributed questionnaires at the IID 2008 Competition &
Exhibition in UiTM Shah Alam, Malaysia. The results of the study shows that majority of
the respondents agree that visual appeal is the main factor that bound between viewers
and video. They also agree that by adding traditional Malay theme and visual effects will
increase the visual appeal of the video.
8
1.0 INTRODUCTION
and video presentation. Realizing this, the campuss director, Associate Professor
Dr. Mizan Hitam had asked for a corporate video production to be used as part of
the presentation. He insisted a corporate video that will reflect the universitys
year. However, the management had faced a problem because the schedule for the
corporate video would be too costly. As a result, a special task force was formed.
This group consists of five lecturers from the faculty of Art & Design whom were
chosen based on their expertise and creativity. In this paper, we present the novel
the production process to achieve a standard that appeal to all viewers in general.
9
2.0 RESEARCH SIGNIFICANCE
are many respective visitors including the minister for higher education, Datuk
Dr. Mustapha Mohamad, who had visited UiTM Melaka in 2007. UiTM Melaka
to visitors.
3.0 LIMITATIONS
The populations under study are limited to visitors at the IID 2008
respondents from UiTM volunteered in the study. Their response will help
determine whether or visual appeals is felt in the video and does it have
Melaka. As a matter of fact the university often utilized the media for many
inventory analysis shows that most of the video materials in the corporate relation
department of UiTM Melaka were lacking in terms visual appeal. We found many
10
imperfections in the video footage such as out of focus, shaky, under exposed,
that this problem should not be the case. If it is not tackled, the video may convey
wrong messages to the audience and certainly would affect the universitys
credibility and reputation. Therefore to solve this problem, we proposed that the
production process must be employed. By doing so, we hope that the general
public will benefit from the corporate video and also elevate UiTM Melaka
identity.
respondents at the IID 2008 in UiTM Shah Alam. The questionnaire uses 5 point
Likert Scale model ranging from Highly Disagree, Disagree, Partly Agree,
The research questions used for the basis of the questionnaire were:
11
Q5 Whether the voice of the narrator is convincing?
Melaka?
corporate identity
3. To verify whether the animation and the special effects can help
control continuity
readable
convincing enough?
lengthy
12
9. To verify whether viewers can understand the message?
10. To verify whether the video look and feel like TV productions
7.0 LITERATURE REVIEW
Making good first impression is always crucial in any event. For example
certain abilities either knowledge or skills before the company would agree to hire
them. This is because sometime interviewers are skeptical about the applicants
description. Thus it may or may not describe the applicant in reality. Therefore
applicants are always advised to dress appropriately for job interviews. Their
appearance must look convincing and presentable to the eye of the interviewers.
the audience will stay on through out his or hers presentation. Similarly, many
companies are experiencing this challenge especially when they want to deliver
message to the public. For instance, how many of us would take our time reading
the flyer that was offered by a salesperson at the shopping mall? Perhaps the only
reason why we stop and read the flyer is because we are curious to know if the
flyer contains wonderful discounts or freebies. Sound familiar isnt it? Chances
are many of us would either read it for a few seconds or ignore it totally. There are
many reasons for these problems and for that we have listed three assumptions.
Firstly, it is quite common to find that most flyers or brochures are too wordy.
Secondly, maybe the layout design was too heavy with text and imagery. Thirdly,
flyers are only meant for reading which means customers have to encode and
13
decode the meaning before they can fully understand. In other words its a waste
of time. As an alternative way, certain companies would prefer using their own
sale promoter to persuade customer. They would set a kiosk displaying goods and
Video, on the other hand, has more advantage in getting peoples attention.
This is because not only video conveys visual message it also entertains viewers
at the same time. According to video expert all video productions must be able to
This is important because most people nowadays are used to watching polished
TV shows. Hence theyve become more conscious and judgmental about visual
both holistic (emotional) and analytic (cognitive) judgment in the decision to buy
achieving a professional and clean look. In other words designer should pay
typography.
The fact is that they are not usually meant for the general public. Shakir (2007)
said that corporate video productions are usually aimed at sending across
14
and figures than beautiful images. The reason is that the targeted audiences are
usually those who are in the same field of disciplines such as building engineers,
produce a 30 sec TV commercials can cost more than a single person salary. This
trained professionals and state of the art video equipments. However, today many
companies have started to produce their own corporate video simply because they
have the freedom and access to the technology. But more importantly, producing
our own video it is much cheaper. Today, many companies have their own
15
Corporate video presentation is an effective promotional tool. In fact
today, many big organizations including small businesses rely on video to deliver
presentation can deliver three qualities that companies can harness for themselves.
in context of video presentation allows viewers to interact with the visual content
and make them hang on to it. So even after theyve finished watching the
presentation, they can still remember the video message or the images vividly.
Credibility is a concept when viewers believe what they see in a video than in
print media such as newspaper and photographs. Repeatability means that a video
commercials are effective in the sense that it repeats the message over and over.
As a result of this viewers can easily recognize the products or services even
visual stimuli. This term has been applied to visual effects in film, video,
computer games and user interfaces; it often adds a sense of realism. Visual
16
and promotional strategies. Consider an advertisement published in 1965 about
Volkswagens Beetle in figure 6.2.1. What is interesting about this ad is the fact
that the image of the car was missing. Instead it is represented as outline drawing.
In spite of that, the shape of the car is still recognizable. The main idea of this ad
was to promote simplicity, practicality and economy, which already describe the
car itself. This ad is a perfect example of how creative approach works to provoke
Figure 7.3
This ad shows a silhouette of Volkswagen beetle. The idea was simple yet brilliant
However the main question is can we really identify what appeals and
what not in a video production? This issue of attractiveness is quite broad because
our views and opinions are very personal; we often judge things based on our
visual perceptions and experience as oppose to facts. But then again attractiveness
can be shaped and manipulated. For example a beautiful lady can appear more
beautiful if she wear make up or a small living room will appear spacious if its
17
wall is painted in white. In a typical marketing research, consumers behavior
against competitors. The result of the survey will help packaging designer to
improve the product presentation. Usually any product or services may not be
affective unless it has strong communication tools called the corporate identity.
Corporate identity is the consistent use of logos, tag lines, fonts, graphical images
and/or colors to create visual identity for a company or organization. In the case
of corporate video production, a consistent corporate identity can make big impact
7.3.1 Logo
commercial brand, or economic entity, and its shapes, colors, fonts, and
18
Figure 7.3.1
7.3.2 Typography
elements such as fonts, taglines, credits and title. Because not all
special attention in this issue because if there was any type error
19
during preview, the audience will be the first to notice it. This will
company.
Figure 7.3.2
charts and bar charts. The example below shows how the data can
20
Figure 7.3.3
7.3.4 Color
understanding about color. They know that red traffic light means
stop, whilst a green light means that the road is clear. The strategic
use of color can also create mood and feeling. For example, red is
glands, making us hungry while also tiring the eyes (Sutton &
21
Whelan, 2003). Giant fast food chain, KFC (figure 6.2.2) uses red
their business that deals with food. These are some of the examples
we see in our daily lives. Hence, in this respect, color also shares
Figure 7.3.4
7.3.5 Animation
22
that animation is used as a supportive role not as main actor
8.0 METHODOLOGY
subject. In the case study, we developed a corporate video by exploring the three
post-production. The technical aspects of the video that involve during the making
are documented for the purpose of review. To get result about audiences
event was held in UiTM Malaysia Shah Alam on 24 March 2008. We believe that
the competition will be an ideal platform for us to show the UiTM Melaka
corporate video to the general public. During the process, we observed the
audience in terms of behavioral response and interviewed with the judges to seek
influence audiences perceptions and interests towards the visual appeal of UiTM
Melaka ccorporate video. The results were processed and described in a short
essay.
23
9.0 CASE STUDY: PRODUCING CORPORATE VIDEO FOR UiTM
MELAKA
commenced in December 2007. Prior to that, a task force group was formed
consisting five lecturers from the Faculty of Art & Design. In the following
shots were lacking in terms of visual appeals. A lot of the footages were
captured for the sake of documentation and are not meant for public
screening. Despite of this situation, we also found that most of the video
exploited for the benefit of the corporate video. Once the footages are
selected, we then carefully picked the ones that have significance to the
university. The video script was only developed once all of the footage and
24
According Rossiter (2006) :
smooth flow in the script that just keeps them listening and listening and
reason for this is because we believe that the university possesses strong
One of the elements to be incorporated was the Keris sculpture at the main
campus building. This sculpture is the new landmark for UiTM Melaka,
2007. The Keris is a 10 feet high replica of ancient Malay warrior dagger
to any work. It works like a blueprint for the whole structure of the video.
The term is used to describe a series of sketches that represent the story of
of the use of figures, visual effects and camera angles (Sotomeyer, 1997).
In order to control the visual flow, we divided the video into three main
25
parts; the beginning, the middle, and the ending. The following section
will give the first look and feel about UiTM Melaka in general.
and campus building in August 2007. The reason for using this clip
Although the audio quality is clear, we feel it still need a little twist
will emphasize his personal thought even better. The main idea
center of the screen. In this section, the clip pauses few seconds
the message.
26
Figure 9.1.2.1
dynamism and depth. Basically the logo start to form itself from
background music to usher the logo when it enters the screen. This
presentation.
27
9.1.2.2 The Middle Part
and guide the content of the video from start to end. During this
video and at the same time holding the story line together.
We had to tone down the tempo just a little bit before the video
28
approaching the end. This technique is also known as Easy ease.
9.1.3 Production
3d animator. The challenge in this stage was to model and replicate the
For developing the graphic images, we used Adobe Illustrator CS3. In this
program, the ornaments are first sketched on paper and then traced using
the pen tool in Adobe Illustrator. In order to maintain the quality of the
that we could create many interesting visual effects such as 3d effects and
depth of field. During the process we discovered that there were too many
we decided to convert the still photo into movie clips. Prior to that, the
date and time. This is crucial because certain events in the photo may be
outdated hence will not be suitable for the video. Next we edited the
29
images in Adobe Photoshop and reduced the resolution to 72 dpi. Since we
are not designing for print, 72 dpi will be sufficient enough to be shown on
didnt use professional software for this task because we only wanted a
simple slide show effects and imovie has the capability of doing just that.
The images are saved as movie format to be used as part of the video
footage.
9.1.4 Post-Production
where all individual scenes are weaved together as one final presentation.
In this stage two softwares are used, After Effects and Adobe Premiere
placing the graphical images on top of video footage or vice versa. The
layer tool in this software is so convenient and offers freedom for our team
figure 6.3.3. Notice that the picture is slightly angle to give the sense of
perspective view. The idea for this is to make the slide show (movie clip)
30
Figure 9.1.4
The final corporate video took only 3 weeks to complete. The team
audio, graphics, special effects and animation. Although the video is intended to
be shown for AKNC 2007, the team felt it is also necessary to show to a general
team had participated the IID 2008 at UiTM Shah Alam. The following sections
Three judges for the IID 2008 were appointed by the event
organizer. They will interview participants and t check the video from
and also flaws. All of the judges in this event were selected based on their
31
expertise background in the same field. For this report we label the judges
with three different code; J1, J2 and J3. The judges views were
summarized as follows.
agrees that the quality of the video more or less similar to what he
had seen on TV. The sharpness and clarity of the graphics and
visual effects allow audience to focus and this help the message to
length of the video was a bit too lenghty. He suggested that the
audience stay on. He said the video might work very well if there
then praised that the video flow smoothly which help audience
32
motif does not represents Melaka as it was not originally from that
states. The batik motif he said may lead to confusion to those who
is familiar with the motif. He also suggested that the video should
effects, the corporate video was too generic and only intended for a
to global audiences.
33
9.2.2 Analysis of Survey (Quantitative)
randomly for this study. Most of them were UiTMs community ranging
Innovation and Invention Design 2008 which was held at the UiTM
Shah Alam in March 2008. The findings can be clearly seen in the
following sections.
9.2.2.1 Demography
50
0 0 0 0
45
8
40 14
18
35 23
30
25 16
47 47
20 39
13
15 29
10
17
5 11
0
Age Religion Gender Race Residence Profession
Graph 9.2.2.1
of gender, 61% of them were male and 38% were female. There
34
the respondents were from urban area while the remaining 17%
of the visitors that came to the IID 2008 were from UiTM and they
50
2 0 2
45 3
4 9
5 7 12
40
35
30 9 Dislike
25 Fair
20 41 39 Like
38 38
15
26
10
5
0
B1 B2 B3 B4 B5
Graph 9.2.2.2
35
suggest that most of the respondents are aware of the visual appeal
that is present in mainstream. However, there is a decline in the
numbers of respondents with regards to question B5. Only 55% of
the respondents say they like watching UiTM Melaka corporate
video, 19 % say they fairly like what they saw but 25.5% of the
remaining says they dislike. Despite this, we still believe that this
data does not mean the corporate video is substandard because the
corporate video is not meant for entertainment but rather to inform
the general audience. Although , the element of visual appeal is
emphasized for the sake of pleasure viewing.
36
9.2.2.3 Q1: Traditional Malay theme suitable for
UiTM Melaka corporate video?
Q1
30
26
25
20
count
15 n=47
12
10
5
5 4
0
0
Highly
Highly Partly
Agre e Disag re Disagre
Agre e Agree
e
n=47 12 26 5 4 0
Graph 9.2.2.3
appropriate for this video due to the fact that the campus is situated
through its traditional arts and culture. The theme was chosen as a
37
Q2
40
35
35
30
25
count
20 n=47
15
9
10
5
2
1 0
0
Highly
Highly Partly
Agre e Disag re Disagre
Agre e Agree
e
n=47 9 35 2 1 0
Graph 9.2.2.4
dark blue, purple and a dash of yellow. This color scheme is meant
38
Q3
30
27
25
20
count
15 13 n=47
10
6
5
1
0
0
Highly
Highly Partly
Agre e Disag re Disagre
Agre e Agree
e
n=47 13 27 6 1 0
Graph 9.2.2.5
motion graphics of the video. It shows that 40 people agree that the
viewer to follow the video from the beginning to the end. In this
special effects. Motion graphics are usually very catchy and trendy
and that is why we thought they will work in this video. We used a
39
Q4
35
32
30
25
20
count
n=47
15
10
10
5 3
2
0
0
Highly Partl y Highly
Agree Disag re
Agree Agre e Disagree
n=47 10 32 2 3 0
Graph 9.2.2.6
for doing this is that the textual contents are replaced with the
voice of a narrator.
40
Q5
35
30 29
25
20
n
=
4
7
8 7
1
5
3 0
1
0
High y Part y Highly
5 Di
l Agr l r Disagre
e sa
Agr e Agre e e
e g
0 e e
n= 3 29 8 7 0
47
Graph 9.2.2.7
agree that the voice is convincing and make the video feel more
from the beginning until the end. In the case of UiTM Melaka
corporate video, the narrator not only tells the story but also helps
41
9.2.2.8 Q6: The music background in the video is suitable?
Q6
35
30
30
25
20
count
n=47
15
11
10
5 4
2
0
0
Highly Partly Highly
Agree Disagre
Agree Agree Disagree
n=47 4 30 11 2 0
Graph 9.2.2.8
background in the video. 34 people say they agree that the music
42
9.2.2.9 Q7: There are no imperfections in the video?
Q7
25
22
21
20
15
count
n=47
10
5
2 2
0
0
Highly Partly Highly
Agree Disagre
Agree Agree Disagree
n=47 2 22 21 2 0
Graph 9.2.2.9
say that there are now flaws in the video and suggest that the video
believe that the majority would not make their comment unless
preview.
43
9.2.2.10 Q8: The time length is appropriate?
Q8
35
30 29
25
20
count
n=47
15
10 8
7
5
2
1
0
Highly Partly Highly
Agree Disagre
Agre e Agree Disagree
n=47 7 29 8 2 1
Graph 9.2.2.10
length of the corporate video. It shows that 36 people agree that the
partly agree and 3 people disagree. The total time length for the
lengthy, then again that was the requirements set by the organizer
44
Q9
35
30 29
25
20
count
n=47
15
10 8
6
5 3
1
0
Highly Partly Highly
Agree Disagre
Agre e Agree Disagree
n=47 6 29 8 3 1
Graph 9.2.2.11
agree that they can understand the message while 8 people say they
partly agree and 4 people disagree. The message that we are trying
45
Q10
35
30
30
25
20
count
n=47
15
10
10
5 4
3
0
0
Highly Partly Highly
Agree Disagre
Agree Agree Disagree
n=47 4 30 10 3 0
Graph 9.2.2.12
and feel of the corporate video. It shows that 34 people agree that
the video does look and feel like a TV show. 10 people partly agree
10.0 CONCLUSIONS
corporate video, we discovered many techniques and ways that can be utilized for
46
explored various styles of graphics and visual effects to give the presentation the
look and feel like that of TV production. In order to achieve this, we explored
the video production processes, which include pre production, production and
post production. As usual, a concept was determined and then followed with a
storyboard, which will become the base of reference during the making of the
video.
We also learned that many younger audiences in particular are more drawn
to watching motion graphics and visual effects rather that the information itself.
This is perhaps textual content is often static and lack of appeal. Then again,
beautiful graphics. In the case of time length of the video, we discovered that a
because corporate video is not meant for entertainment although visual appeal is
observation study that people tend to get disrupted and restless after the 6th
narrator as practical and very useful for guiding the presentation. We also
considered. In this case, English sub title should be considered to give a wider
range of audience in that sense. Overall we are very pleased and thankful that the
11.0 RFERENCES
47
2. Fogg, B.J.,(2002). Stanford Guidelines for Web Credibility., Retrieved 2.30
March 8, 2008 from http://www.webcredibility.org/guidelines/
9. Wheeler, A. (2006). Designing Brand Identity. John Wiley & Sons, Inc.
APPENDIX
Questionnaire
48
Emphasizing Visual Appeal in Corporate Video Production:
Case Study of UiTM Melaka
Part. A (Demographic)
Part. B (General Opinion Regarding Screen Media) (Please tick inside the box a)
Items Like Fair Dislike
Items
Extremely
Disagree
Disagree
Agree
Agree
49
Q10.The video look and feel like TV show?
APPENDIX
POSTER
APPENDIX
STORYBOARD
50
APPENDIX
STORYBOARD
51
52