During a film festival judging session, I had several hundred entries and only two months allotted for viewing. Since all award-winning films must rise to a certain quality level, I spent the first couple of weeks watching the first two minutes of each film. Only the fourteen high-quality films went into the review pile, where I judged the entire film.
“Quality is more important than quantity. One home run is much better than two doubles.”
Steve Jobs
Quality is the most influential element in visual storytelling on digital platforms. The profound power of quality requires a specific strategy to manage success. Unfortunately, most businesses shy away from video, while potential customers watch videos instead of reading to get what they need to make buying decisions.
Quality in visual communication is a multifaceted concept. It encompasses technical precision, such as high-resolution imagery and clear sound. The aesthetic appeal created through composition and color use is also critical. The quality of the visual content integrated into the message also plays a role in the narrative’s effectiveness.
Understanding these dimensions is crucial, but few comprehend the success formula that combines artistry, science (technical), and business acumen.
I studied the photo composition and lighting of Ansel Adams’ works during the classes I took at university while achieving my photography minor. His statement underlines the importance of transcending the technical to achieve a holistic sense of quality.
“There are no rules for good photographs, there are only good photographs.”
Ansel Adams
Four Pillars of Quality Visuals
While the “anything goes” mentality is excellent for exploring artistry, I’ve reduced the complex concepts of quality storytelling to a framework of four pillars: compelling narratives, emotional engagement, visual clarity, and technical excellence.
Each pillar plays a crucial role:
1. Compelling Narratives
The story must be engaging and purposeful. In our visual society, engagement is created when an emotional connection is made with the audience that compels them to stick with the story until all is resolved. Most PIXAR films successfully make this connection, which they attribute to their 22 Rules of Storytelling. Once the audience is connected, they often stay engaged throughout the film.
2. Emotional Engagement
The goal of an emotional engagement is more than keeping the viewer until the story is complete. It’s about making the audience feel something and treasure it. Maya Angelou’s words resonate here: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
When the audience becomes grateful for the information shared, they will retain more than the information; they’ll retain the goodwill.
3. Visual Clarity
Clarity ensures that the message is not lost in translation. Clarity often comes in the simplification process. When we simplify our message, the audience will understand our story and its value. Leonardo da Vinci’s mantra makes this evident, “Simplicity is the ultimate sophistication.”
4. Technical Excellence
This aspect is about using the best tools and techniques to enhance storytelling without overshadowing the narrative. Technology, for tech’s sake, rarely advances the story, but the subtle or invisible use of technology enhances the quality of our presentations.
The motion picture Gone with the Wind had close to the same number of effects shots as the original Star Wars movie, yet most people know Star Wars was loaded with effects but didn’t think Gone with the Wind used any.
Building Quality into Visual Stories
Incorporating quality into video production begins with meticulous planning and outlining of the script. Alfred Hitchcock said, “To make a great film, you need three things – the script, the script, and the script.” This blueprint is crucial in setting the tone and direction of a visual narrative. A lousy script never leads to a great film.
Protecting Quality During Production
Maintaining quality during production, one of the most prolific collaboration art forms, can be challenging. It requires a balance between creative aspirations and practical constraints. The filming of Jaws was fraught with technical difficulties. Yet, these challenges led to innovative solutions that enhanced the film’s quality.
Bruce, the name of the mechanical shark used in making Jaws, frequently malfunctioned. This forced Steven Spielberg to invent a new filmmaking approach—working with composer John Williams, they used music to suggest the shark’s presence. This was a way to increase the suspense and catapulted the film to become the first big blockbuster hit.
Using Quality to Convey Powerful Messages
David Ogilvy, the father of advertising, said, “Tell the truth, but make the truth fascinating.” Internet creators know the truth is essential due to the audience’s demand for authenticity. Still, they are just now learning that quality visuals amplify the power of the message.
The difference in audience response can be stark when comparing high-quality visuals with subpar ones. This makes me wonder why some companies outsource their production work to the geek down the street who owns some tech but has no clue about storytelling.
Measuring the Impact of Quality
Measuring the effectiveness of quality in visual communication is critical. Engagement metrics, social shares, and audience feedback can offer insights into how quality-driven content performs. The Dove Real Beauty Sketches campaign is a prime example of quality storytelling leading to viral success and profound audience impact.
Launched in 2013, the video went viral, receiving over 163 million global views and making 4.6 billion media impressions. According to Unilever, it became the most-watched online ad at the time and won the Titanium Grand Prix at the Cannes Lions International Festival of Creativity. The campaign struck a chord by addressing women’s perceptions of their own beauty, which was often more critical than how others viewed them.
The video featured women describing themselves to a forensic sketch artist who drew their portraits. Then, strangers described the same women; those portraits resembled the women more closely than the self-described sketches. This powerful message turned beauty into a source of confidence, not anxiety, for women—creating new brand loyalty.
Quality is More Than an Attribute
Quality in visual storytelling is more than a mere attribute; it’s a strategic choice that can set our content apart in an oversaturated digital landscape. Quality can elevate the narrative, resonate with audiences, and ultimately define success. If we embrace quality, not as a checkbox but as a cornerstone of our storytelling strategy, the solutions presented will align with the audience, and all will be well served.
Copyright © 2023 by CJ Powers
This month I decided to participate in NaNoWriMo along with over 400,000 other creative people across the world. Within a 10-15 mile radius of where I live 4,068 people are participating in National Novel Writing Month. Each writer is committed to pen a 50,000 word first draft novel by the end of November.
CJ's Corner 