Typography
-
Your
audience should be able to read text three times over, which takes about 3 - 5
seconds. Moving text can add excitement to your work but it is advisable that
it moves at an even rate; rolling credits should move at even multiple of frame
rate. More line spacing and letter spacing is required. 65 characters or 8 - 10
words per line. High contrast. Not all fonts are easy to read, it is
recommended to limit yourself to two fonts. Mix Cases Makes Text Easier to
Read.
Communication – The average ident is 10-20 seconds in length. In this short amount of time the channel has to identify and brand itself from the mass of channels that exist. To do this, the channel must ensure that all the information is conveyed in a professional manner that is pleasing to the eye (e.g. no overcrowding) and keeps audience loyalty. Music that relates to the audience and the channel is a great way to do this, as over time it will become associated with the channel's audience and vice versa. E4, for example uses fast peculiar music for their target audience of 16-30 and a lot of the time their idents are made up little songs that stick in your head, for example “E4 Man, 'curl up and get that E4 man”.
Time Pressure - When it’s time to rebrand or create new idents, a channel will get together and decide what they are trying to get across in terms of message and who they're aiming at. Media companies, such as RedBee, contact the channels with ideas and pitches for development. Once they have fully developed ideas the chosen media company is given a final brief and usually have about a week to create the idents that contain the perfect identity that the channel desires.
Budget
– Channels spend a lot on rebranding their channel, and for good reason.
Audience loyalty is the key component of a successful channel. Well branded
channels have high viewer ratings and a huge audience base that will watch
their channel dedicatedly (such as E4 and BBC). BBC went through a £2.25m
rebranding after four and a half years of their 'dancers' idents. The
rebranding came down to about £150,000 per 20 second ident - a lot of money to
spend on such short airtime, but these idents were the channels face, their
identity, used to attract an audience. Idents are also very costly due to the
software and equipment used to create them. TV channels are willing to pay more
for good looking, good quality idents because of their importance, therefore
this means using software that allows graphics not to pixelate when teamed with
a higher resolution.
Creative Control - When the brief is handed to media companies by the channels, the company mist stick to what is wanted of them, they have no control over the final product. If a channel commissions them to create a certain kind of ident, then that ident is what they get paid for. Anything different and they will not get paid, and will tarnish their reputation. The task is to listen to the channels wants and use their creative knowledge to create an ident that communicates what the channel is looking for.
Talent - Experience in the industry is very important, many TV channels would not trust a junior designer to create their idents. Creating successful TV idents is very hard and you must have a clear understanding of how important branding for a channel is. The most successful idents are created by people who are artistic, creative, innovative and have the technical skill.
Typography - Without proper typography selection, the idents appeal to the audience may fall. Also, 2D text is easier to read because the text is flat and facer directly to the viewer, but 3D takes longer for our brains to process, making it longer for us to read.
Screen Resolution - Most of us are viewing idents on a high quality screen nowadays, however there are still many who don't have a screen of high quality. With lower quality screens a lot of the details and colours would be lost, which designers have to bear in mind when creating an ident. If an ident has lots of effects then people who watch on their computers may not have big enough graphics processors to view them.
Colour - Although we have had colour TV since te 1960's, some people around the world may still be watching in black and white. Channels like the BBC are broadcast around the world and some areas may not have access to colour TV.
Aspect Ratio - 16:9 is the ratio of most HD TV's, so most videos are normally made for this ratio. However, a lot of the world still have 4:3 TV's so the design of an ident must be compatible with both ratios, so that your ident doesn't end up stretched or squashed. Youtube create all of their videos to 4:3, even in widescreen format. If using fine details, when the ident is taken into after effects it will usually exceed the system limits, so because of this we try to avoid using fine details.
File Format and Size - You need a high RAM space when exporting your final project from after effects, and you need about 8GB of RAM to export a high quality video faster than when there is lower RAM space. When exporting for HD TV's you need a high quality export, and a low quality export for standard TV's, and really low quality exports for the internet.
Creative Control - When the brief is handed to media companies by the channels, the company mist stick to what is wanted of them, they have no control over the final product. If a channel commissions them to create a certain kind of ident, then that ident is what they get paid for. Anything different and they will not get paid, and will tarnish their reputation. The task is to listen to the channels wants and use their creative knowledge to create an ident that communicates what the channel is looking for.
Talent - Experience in the industry is very important, many TV channels would not trust a junior designer to create their idents. Creating successful TV idents is very hard and you must have a clear understanding of how important branding for a channel is. The most successful idents are created by people who are artistic, creative, innovative and have the technical skill.
Typography - Without proper typography selection, the idents appeal to the audience may fall. Also, 2D text is easier to read because the text is flat and facer directly to the viewer, but 3D takes longer for our brains to process, making it longer for us to read.
Screen Resolution - Most of us are viewing idents on a high quality screen nowadays, however there are still many who don't have a screen of high quality. With lower quality screens a lot of the details and colours would be lost, which designers have to bear in mind when creating an ident. If an ident has lots of effects then people who watch on their computers may not have big enough graphics processors to view them.
Colour - Although we have had colour TV since te 1960's, some people around the world may still be watching in black and white. Channels like the BBC are broadcast around the world and some areas may not have access to colour TV.
Aspect Ratio - 16:9 is the ratio of most HD TV's, so most videos are normally made for this ratio. However, a lot of the world still have 4:3 TV's so the design of an ident must be compatible with both ratios, so that your ident doesn't end up stretched or squashed. Youtube create all of their videos to 4:3, even in widescreen format. If using fine details, when the ident is taken into after effects it will usually exceed the system limits, so because of this we try to avoid using fine details.
File Format and Size - You need a high RAM space when exporting your final project from after effects, and you need about 8GB of RAM to export a high quality video faster than when there is lower RAM space. When exporting for HD TV's you need a high quality export, and a low quality export for standard TV's, and really low quality exports for the internet.
Personal Limitations
Limitations concerning my choice of ident are sparse as I am
making an animation and will therefore not need to consider communication,
creative control and the problems that may arise from these (or lack of) as I
am not working with anyone else. I am under a strict schedule of 3 weeks to
complete the ident to the brief.
https://docs.google.com/presentation/d/1izDwoxVCIMZVfESMkOTelwPkOGGE4KiJDcVTuW50gcQ/edit#slide=id.g1f3ada38_0_10
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