Video

The QuickBooks Blog uses video content to educate, inform, and empower those who work for themselves. QuickBooks isn't the subject nor the hero of these stories, so we apply a minimal design aesthetic.

As with photography, it’s important we show our small business owners in their natural working environments whenever possible. If this isn't possible, the background should be representative of the subject's environment.

Live action cinematography, music, animation, and motion graphics drive brand resonance while keeping the focus on our customers.

Lighting

Lighting should create rich and honest frames that spotlight the subject. We light our scenes with a spotlight on our customer/key subject, while edge lights enhance the space around them. This helps us create the feeling of single-source lighting.

Embrace shadows, bright spots, and practical lighting in the space.

Enhance the actual lighting in the space with key, spot, fill, and edge lighting.

Don't over-light the scene to create flat or corporate-looking shots.

Don't shoot with only practical lighting.

Don't use dark, emotional lighting without purpose.

Examples

Small business owner receiving QuickBooks notification on phone

Small business owner working on laptop in ceramic studio

Mobile phone on desk featuring QuickBooks product interface

Small business advisor standing next to desk

Employee on laptop working at an exercise desk

Shot composition

Interview and action shots should be framed using golden composition, favoring the center of the frame. Shots should have subtle and organic movement. Shoot on a handheld rig, even in stationary and dolly shots, to maintain subtle and organic movement. Keep shots stable and clean.

Use action to direct the viewer’s eyes to a center frame before product shots and CTAs.

Don't shoot shaky-cam style. Movement should be subtle and organic.

Examples

Rule of thirds framing with subject on the right of frame

Rule of thirds framing with subject in the center of frame

Rule of thirds framing with subject on the left of frame

Product representation

When featuring products in customer stories, comp product shots into the customer’s actual devices when possible. Use their real accessories (for example, a phone case) unless it becomes a visual distraction. To focus on key product features/components, you may consider pulling the feature out and placing it next to the customer.

Shoot a clean shot of device for 45 seconds, so that product motion can be added in post.

Hide device branding (such as, Apple, Dell, or HP), either in production or post.

Don't shoot actual products on set. Comp product motion in post.

Don't show inaccurate or altered product shots inside of real, brand-name devices.

Examples

QuickBooks product represented in mobile device

QuickBooks product represented in laptop

On-screen graphics

Design elements should be minimal and clean, allowing our customers and product to remain the focus of the video. Use titles, inlays, and lower thirds to enhance your story. These graphics may enter and exit the frame based on defined motion patterns, or they may be brought in and out on a cut.

Include graphics only when it elevates the story.

Don't overuse visual elements.

Don't include unnecessary motion.

Don't create your own versions of lower thirds, titles, promos, or on-screen text.

Don't put graphics over customer faces or shots where the customer is the focus.

Examples

Example of how to apply the linework and text over video

Example of how to apply lower thrids text on video

Animations

Illustrated animations can be a useful form of storytelling when a lot of data or information is shared by the author. We pair animations with music and voiceovers to provide additional context and enhance the overall narrative.

Animation style should follow the illustration style and motion guidelines.

See illustration style guidelines

See motion guidelines

Examples

Additional video resources

For additional information about on-screen graphics, title cards, and motion patterns, check out our complete video style guide.

View complete video style guide