In our latest blog we’re going to be shining a light on – well, the importance of
lighting in a commercial video. If you’re a regular reader, you’ll know how much we
emphasise having a good story and ensuring there will be an emotional response to
what you shoot, because without these your video will sink without trace into the vast
pool of unwatched efforts. However, there are plenty of other factors you’ll need to
elevate your video above the ordinary, and one of the most important of these is
lighting – a study from Wistia indicates that a video with good professional lighting
will keep viewers’ attention for up to 30% longer.
Nobody is going to watch a video for more than a second or two if they can’t see
clearly what is going on. But good lighting is about so much more than just being
able to see – it creates atmosphere and contrast, sets the mood, points the viewer’s
attention to where you want it to be and, tellingly, is one of the main pointers to a
professional video as opposed to something cobbled together on a smartphone.
Storytelling by video is obviously a hugely visual experience. But it can be a five-star
experience with targeted lighting which drives your point home, or a flat, one-
dimensional, one-star viewing with static lighting.
Getting the lighting exactly right is a highly technical business. Although there are
many other techniques, the main foundation involves a three-point lighting
configuration known as key light, fill light and back light:
– Key light is the main and brightest source of light, used to highlight essential
features and give the video its overall exposure.
– Fill light is a softer light and is placed on the opposite side to the key light to
reduce the amount of shadow and determine the mood of the scene.
– Back light (also known as hair light) illuminates the subject of the video from
behind, creating an outline of light around their head (hence the name) which
pushes the subject to the forefront and creates depth.
Having got that sorted, here are some pointers from the Flagship Films team about
the importance of good lighting and how to achieve it:
Technical and aesthetic image quality
Good lighting ensures clarity, balance and depth; it can turn basic footage into
something cinematic and attention-grabbing. If you’re making a video to showcase
your business, you want to create engagement and trust between you and the
viewer. Crisp, professional-looking lighting is essential to get this across.
Shaping the mood
Lighting is one of the key indicators of a video’s atmosphere. Audience reaction can
be manipulated by changing the temperature of the lighting, its intensity or its focus.
Warm lighting promotes a feeling of intimacy and wellbeing, whereas cool lighting
emphasises efficiency and productivity. Bright lighting feels energetic, and dim
lighting fosters a more intimate mood, with shadows enhancing dramatic effect or
creating suspense.
Directing viewer focus
Everyone knows that a spotlight draws attention to its subject, but lighting can also
be used help viewers focus in other ways, such as the contrast between light and
shade.
Visual appeal
Good lighting shows subjects clearly, avoiding overexposure, unnatural colours and
unflattering shadows while creating interest and engagement.
Building credibility
A well-lit video generates a feeling of trust and competence, which is essential for
any business. It shows you take your brand seriously. If you get it wrong, your
potential customers may get the impression that what you are trying to sell is as
shady as your visuals.
In conclusion . . .
It’s a well-known fact that if the lighting in a video is good, you shouldn’t be aware of
it. But if it’s bad, it can ruin the whole thing. It’s that important.
However, it’s not an easy thing to get right. The best way to ensure you do is to use
an experienced and professional video production team.
Why not contact us?