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Video Business Card

Best Practices

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Detailed Information for Videographers

Just like in print and digital communication materials, it’s important to ensure that we craft our video assets in a way that mirrors our brand look and feel.

If shooting on location, be aware of your surroundings, and sensitive to patients and staff in your vicinity. The filming of patients, as the primary subject or in the background, is restricted to those who have signed a HIPAA consent form. 

To see examples of recent Duke Health videos, visit our YouTube channel.

Interview framing and composition

Video Intros and Outros Video Background

Below are guidelines to follow when considering framing (placement of people and graphics within the frame) for a typical Duke Health interview video. This also considers arrangements for movements like B-camera, hand gestures, etc.

Lighting standards

An even, not overly dramatic lighting effect is desired. If shooting a series of videos that will ultimately family together, strive to maintain a consistent lighting set-up throughout. Avoid using any color lighting or color effects like gels. The goal is to have skin tones, whites, and mid-tones feel as natural as possible.

Background

In an interview-type video, it’s always preferred to have the background be de-focused. The background should not be dark in any way. Strive for bright, airy, and open backgrounds. No visual distractions in the background, like objects that appear to grow out of the subject’s head. 

When the intention is to shoot the subject on green screen then composite in post, make sure that the background photo follows the same guidelines; bright, airy and open. 

Below are compositions for interview videos that can be incorporated to add variety or achieve a specific goal. Always aim to keep simplicity in mind as well as an adherence to visual brand guidelines. This will help to connect our library of Duke video work with our print and digital portfolio.

Duke Health video suggestions

 

Titling and graphic treatments

APPROVED Video Treatments

  • When incorporating lists of copy, use white copy over the approved gradient blue background.
  • When using logos other than Duke Health logos, reverse out of the approved gradient blue background.
  • When incorporating legal copy, use white text over the approved gradient blue background.

 

NOT APPROVED Video Treatments

  • Do not use full color ancillary graphics or support logos.
  • Do not use additional graphic devices to showcase an employee or patient’s name and or title.
  • Avoid the inclusion of severely yellowed shots due to interior lighting anomalies.
  • Do not use black background screen in any way.
  • Do not frame a subject too tight or too wide in the interview process.
  • Do not use any types of techniques that color a video background.
  • Do not create on-screen type that incorporates a non-approved color, drop shadows, glows, etc.
  • Do not create any kind of unapproved animation of any secondary graphic or Duke Health logo.