An effective video should not only communicate its intended message, but also create an emotional response that the viewer will act upon.
Here are two nicely produced videos for The Printing Ink Company. Both videos tell basically the same message and both videos do a good job of selling the company’s product. However, one of the videos does a much better job of conveying the company’s brand by creating an emotional response to a product many of us rarely think about. Watch the videos in order and you’ll see what I mean. Credits for the videos go to The Printing Ink Company and Vepo Studios.
How Ink is Made
The Printing Ink Company: An Introduction