The Science of Color in Video Advertising

Harnessing the Power of Psychology

In the dynamic realm of video advertising, the visual impact plays a pivotal role in capturing the audience's attention and driving engagement. Among the myriad elements that contribute to this visual appeal, the strategic use of color stands out as a powerful tool. The psychology of color is a fascinating area of study, and in this blog post, we will delve into how different colors in video marketing can evoke emotions and influence purchasing decisions.

  1. The Emotional Palette:

Colors have the extraordinary ability to evoke emotions and set the tone for a message. Understanding the emotional impact of each color is crucial for creating videos that resonate with the target audience.

  • Red: Often associated with passion, excitement, and urgency, red can create a sense of immediacy, making it a popular choice for limited-time offers or sales events.
  • Blue: Representing trust, tranquility, and reliability, blue is commonly used by brands to convey a sense of security and professionalism.
  • Green: Symbolizing nature, health, and wealth, green is often used in videos promoting eco-friendly products or financial services.
  • Yellow: The color of optimism and energy, yellow can grab attention and create a positive, uplifting vibe, making it suitable for promoting youthful and vibrant products.
  1. Cultural Connotations:

Colors carry different meanings and connotations across cultures. It's essential to consider the cultural context when creating video content for a global audience. What may be perceived positively in one culture might have a completely different meaning in another.

  1. The Power of Contrast:

The juxtaposition of colors in a video can create a powerful visual impact. Contrast helps in highlighting key elements, guiding the viewer's focus, and reinforcing the brand message. Thoughtful use of contrasting colors can make a video more visually appealing and memorable.

  1. Building Brand Identity:

Consistent use of colors across video campaigns helps in building a strong brand identity. When consumers consistently associate specific colors with a brand, it fosters recognition and strengthens brand loyalty.

  1. Call to Action (CTA):

The color of a call-to-action button in a video can significantly impact conversion rates. Choosing a color that contrasts with the overall color scheme and draws attention can encourage viewers to take the desired action, whether it's making a purchase or subscribing to a newsletter.

  1. Testing and Optimization:

The effectiveness of color in video advertising is not one-size-fits-all. It's essential for marketers to conduct A/B testing to understand how different colors resonate with their specific audience. Analyzing the performance of various color schemes allows for data-driven decision-making and continuous optimization.


In the vibrant world of video advertising, the science of color is a potent force that can shape perceptions, evoke emotions, and drive consumer behavior. By strategically incorporating the psychology of color into video marketing campaigns, brands can create compelling visuals that leave a lasting impression and, ultimately, influence purchasing decisions. As marketers continue to explore the nuanced interplay between color and consumer psychology, the art and science of video advertising will undoubtedly reach new heights.


Enhance Brand Authenticity Through Video

Building Trust with Your Audience

In today's digital age, where consumers are bombarded with an overwhelming amount of content, it has become increasingly challenging for brands to stand out and connect with their target audience. In this crowded landscape, authenticity has emerged as a key differentiator. Authenticity in video marketing is not just a buzzword; it's a powerful tool that can help your video production company create compelling content that builds trust and fosters lasting relationships with your clients' audiences.

The Power of Authenticity

Authenticity, in the context of video marketing, refers to the genuineness and sincerity of your brand's communication. It's about showcasing the real, human side of your brand and connecting with your audience on a personal level. Authentic videos allow viewers to see the people behind the brand, the values it stands for, and the passion that drives it. Here's why authenticity matters:

1. Builds Trust: Trust is the foundation of any successful brand-consumer relationship. When your audience senses authenticity in your videos, they are more likely to trust your brand. Authenticity assures viewers that you're not just trying to sell them something but genuinely care about their needs and concerns.

2. Creates Emotional Connections: Authentic videos evoke emotions. When viewers can relate to your brand's story or values, they become emotionally invested in your content. This emotional connection can turn casual viewers into loyal customers.

3. Differentiates Your Brand: In a saturated market, being authentic sets your brand apart. It makes you memorable and distinguishes you from competitors who may be using generic or sales-driven content.

Examples of Brands Nailing Authenticity Through Video

  1. Dove's Real Beauty Campaign: Dove's "Real Beauty" campaign is a shining example of how authenticity can transform a brand. Instead of using airbrushed models, Dove featured real women of all shapes and sizes, highlighting their natural beauty. The campaign resonated with audiences worldwide because it celebrated authenticity and self-acceptance.
  2. Patagonia's Commitment to the Environment: Outdoor clothing company Patagonia is renowned for its commitment to environmental sustainability. Their videos authentically showcase their environmental initiatives, including their "Worn Wear" program, where customers can trade in their used Patagonia gear for store credit. These videos not only highlight the brand's values but also demonstrate their dedication to a cause.
  3. Burt's Bees' Behind-the-Scenes Content: Burt's Bees creates behind-the-scenes videos that take viewers into their natural beauty product production process. These videos give viewers a glimpse of the brand's commitment to quality, transparency, and environmentally responsible practices. By pulling back the curtain, they create a deeper connection with their audience.
  4. TOMS' One for One Campaign: TOMS' "One for One" campaign is based on the authentic idea that for every pair of shoes purchased, they would give a pair to a child in need. Their videos tell the stories of the people who benefit from these donations, creating an emotional connection between the brand and its customers.

Tips for Conveying Authenticity in Your Videos

Now that you understand the importance of authenticity in video marketing, here are some tips to help your video production company create authentic content:

  1. Be Transparent: Share your brand's values, mission, and goals openly with your audience. Show them the people behind the scenes and the hard work that goes into what you do.
  2. Tell Stories: Narratives are powerful tools for conveying authenticity. Share stories of your brand's journey, customer experiences, or the impact your products or services have on people's lives.
  3. Engage with Your Audience: Encourage two-way communication with your audience. Respond to comments, ask for feedback, and involve them in your brand's journey.
  4. Stay True to Your Brand: Authenticity doesn't mean changing who you are to please your audience. Stay true to your brand's identity, and your authenticity will shine through.

In conclusion, authenticity in video marketing is not just a marketing strategy; it's a way to build meaningful connections with your audience. When done right, it can lead to increased trust, stronger brand loyalty, and ultimately, greater success for your clients. So, embrace authenticity in your video production efforts, and watch your clients' brands flourish in the hearts of their audience.

Unmasked Voices Unmasked
Fresno County Department of Behavioral Health - Unmasked Voices

Unmasked Voices

Suicide is never an easy conversation.  With the lives of so many people being disrupted by Covid19, prolonged shelter-in-place ordinances, and other stressors including business shut-downs and financial struggles, suicide attempts have been on the rise.  For many, simply starting the conversation can be a life-saver.  That's where the Fresno County Department of Behavioral Health is ready to help.

Together with the Fresno County Suicide Prevention Collaborative, a group that unites a cross section of government agencies, community-based organizations, non-profits, and community members with a common goal of reducing suicide in our community, Fresno County launched its 2020 Suicide Prevention Awareness Month campaign in September.  For more information about suicide prevention, visit FresnoCares.Org.

The goal of the campaign was to portray what it would look like if people in masks could tell us how they really felt - with no shame, no stigma, and no fear. With their truth written on their masks, Fresno Cares amplifies the voices of those who are struggling, offers a message of hope and invites everyone in our community to start the conversation about mental health.

Fresno County Department of Behavioral Health - Unmasked VoicesCommissioned by JP Marketing, MantraHouse produced these 30-second mental health awareness TV spots, appropriately titled "Unmasked Voices".  Actors wore masks throughout the spot showing not only masked faces as a result of Covid19, but also a "masked" state-of-mind.  To depict this, alternating messages of the person's outward emotions and contrasting hidden thoughts were to be shown on the actors' masks.

MantraHouse was tasked with adding the mask messaging in post because the client wanted to allow for copy changes and the spot had to be produced in three languages - English, Spanish, and Hmong.  While this proved to be challenging, it was the best option, as it effectively reduced the number of shots during production while creating an efficient post workflow to accommodate the three languages.

The demanding part was adding text to the masks with the camera moving, the talent moving, and the fabric moving, as well as, flexing simultaneously - all while providing a 'natural looking' finished scene.  We were able to track each shot and add the English text.  Once we had the spot locked down, it was relatively simple to change out the text.  The finished spots were then delivered for broadcast and social media.

It is always satisfying to provide for our client’s needs and overcome new challenges all while promoting a much-needed service that helps our entire community.

Production Stills

Completed Spot





Copywriter: Katrina Riggs
Producer/Director: Paul Abajian
Cinematographer: Kyle Gentz
Grip/Gaffer: Cody Fletcher
Post: Paul Abajian
Audio Mix: Rafael Carmany
Music: Atomica Music

Fresno County Department of Behavioral Health

Central Valley Suicide Prevention Lifeline
(800) 273-8255