Video Consistency with Adobe Essential Graphics

October 5, 2019

Today’s web is filled with content. Especially video content. Facebook, Instagram and now Linkedin are going heavy on video use to communicate in a direct way to consumers and business owners in a more direct and engaging way. After all, we are visual beings corresponding faster and on a deeper level to images than text.

In this frequent delivery of videos – it is crucial for every organization to keep content consistent in order to train the audience that when a certain selection of colors, fonts, and graphics emerge the content relates to this organization.

On top of that, it is very important to utilize color and style communication to communicate certain messages across time. For example, a brown-based graphic might pop up when we want to present something that relates to trust or a red-based graphic can be used when we want to communicate danger or even hunger.

One of the challenges a Marketing Manager might face now days is the need to promote consistency across all media of an organization. How this can be achieved?

Through the following steps:

  1. Create branding guidelines in an easily shared and adaptable format (Google Docs is perfect ).
  2. Agree with the team members that these guides will be used for one whole year and changes after the team decides about the guides are not allowed. Without the notion of ‘no-more-changes’, any guideline serves no purpose.
  3. Use a software eco-system where assets and software can communicate in between. In our case, we are using Adobe Creative Cloud with Adobe Premiere, Adobe After Effects and Photoshop as our toolbox.
  4. Create your Essential Graphics template library in the Adobe Suite.

What our Essential Graphics template library should consist of – you might ask?

The modern video now-days needs the absolute necessary templates.

  • Introduction Title
  • Name Identifier (Lower Third Asset)
  • Location Identifier (Lower third asset)

Let’s go ahead and create the first of them. The Intro title to see how it all works.

Intro Title

1) First, open up After Effects and create a new HD composition. Call it Intro Title.

2) Create a solid background, set the color of your choice and set the transparency to 80%.

3) Get the text tool and create a text that is aligned in the middle of the screen vertically and horizontally. Set a nice bold font.

4) Drag and drop the animation effect called ‘Chasing Stokes’ onto that text.

5) Go to Window > Essential Graphics to open the Essential Graphics panel.

This will open the Essential Graphics panel. In this panel select your composition from the dropdown list and name it as you would name. Type Intro title as the name and select Intro Title as the master.

5) Go to your text layer and expand the properties. Select the Source Text and drag and drop it inside the Essential Graphics panel just below the ‘Set Poster Time’ button. You will see that this property is now ready to be externalized into the template. Rename the parameter name to ‘Title’.

Here also clip ‘Set Poster Time’. When you click that – a thumbnail that goes together with your new Template will be generated for this template. This is useful when you have many templates and you need a visual indication to help you find the template you are looking for.

By now you should get it! We are using parameters from our composition that we want to control in other programs – from example Adobe Premiere. In this way, we create a set set of parameters that control the final outcome of our template promoting consistency!

6) Click Export Motion Graphics Template at the Essential Graphics panel. This will open a new window. From there select the Local Template folder. You can also export it as a file.

Click Ok.

7) Now the magic! Go to Adobe Premiere. Create a new project and a new sequence. Have a timeline ready.

8) Go to Windows > Essential Graphics again to make sure that this panel is open.

9) At the Browse tab, type intro at the search box till you find Intro Title.

10) Drag-and-drop it into your timeline.

11) Select the new drag-and-dropped graphic and to the Essential Graphics, panel click edit.

12) Now you should see the magic! We have our parameter ‘Source Text’ from the Title from After Effects ready to be controlled here. And guess what. All animations tied up to this text are now adjusted to the new text!

Outro

I hope you enjoyed this short tutorial. I am George Papanikolaou – Media Manager at Energybox – an IoT company and here we take consistency and brand guidelines very seriously.

If you want to reach out to me use Linkedin https://www.linkedin.com/in/skoumas/ or via my website at www.skoumas.com. You can even reach out by email at skoumas.net@gmail.com.

Thanks!

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Michelangelo