Blue Wave Marketing Blog

How Logic and Emotion Factor Into Your Corporate Video

by John Moran on Feb 11, 2015 9:00:00 AM

published on Feb 11, 2015 9:00:00 AM

When developing your corporate video strategy, it's easy to overlook the role of logic and emotion. The truth is, however, that logic and emotion will drive everything that makes your videos tick, and how the viewers perceive them. 

Here's everything you need to know about logic and emotion in corporate videos, and how you can use them to fine-tune your video campaign strategy:

Logic vs. Emotion

Logical corporate videos are based on pure, hard facts. They discuss the product and its benefits very clearly, explaining why they are beneficial and how they work. They're very practical and favor things like statistics, technical specifications and science.

Emotional corporate videos are exactly the opposite. Rather than relying on facts and explanations, they focus on making the viewers feel a specific way. Consumers that connect with a video emotionally will begin to connect with the brand emotionally as well. Emotional video may take longer to connect versus a logical video, but the benefits can be worth it. 

Corporate video

Logic and emotion may seem to fight each other, but they can work together quite well!

Do Certain Videos Favor One Over the Other?

The question is what type of video is best for your video campaign. Generally, the best corporate video campaigns are able to strike that delicate balance between the two. Sometimes, however, a certain industry, video, or strategy may gravitate towards one specific aspect. 
  • Industries. The industry that your product or service is in may drastically change the tone you're looking for. A financial service, for example, would need to use facts and figures, while a bar or restaurant may seek to develop a specific reputation to differentiate from similar competition.
  • Videos. Certain videos will tend towards emotion or logic by their very nature. A corporate introduction video may include facts and figures, but they're generally used to give a strong impression of the company's cultures and values. A how-to video, on the other hand, is purely utilitarian, and has little use for emotion.
  • Strategies. The goals your campaign is striving towards will have a direct impact on the balance you need. If you're trying to build brand awareness or increase brand loyalty, emotional corporate videos may do the trick. If you're trying to directly increase sales right away, however, you will need to spend more time discussing benefits and features.

Striking A Balance

Even with these exceptions, striking a balance is often best. You may want your financial service company to be very friendly towards new investors, thus making an emotional connection important. 

Striking this balance, however, is often easier said than done. A study discussed in Popular Science found that the neural pathways for empathy and analytic thinking are completely separate pathways. This means that humans cannot naturally be emotional and logical at the same time. 

This makes striking a balance difficult, but it isn't impossible. It does mean, however, that unless your corporate video campaign is very specifically targeting one over the other, you need to make sure both logic and emotion are represented. 


Corporate video

Juggling logic and emotion can be tricky, but finding the right balance can be quite rewarding!

The best way to strike a balance is by building your corporate video strategy very carefully. You need to take the time to consider logic versus emotion, consider the specifics of your video, and then focus on what balance is best for you. Utilizing a partner such as Blue Wave Marketing, with 20 years of experience in marketing strategy development can be integral to finding the right balance.

For more information, reach out to us by visiting us at our website or calling us at 617-576-3100.

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