Styles for your 2016 video

In this short post, I’d like to share with you some reference styles that we used when working on a video with our Clients, divided by industry and technique. At the bottom of the article you will find a rough characteristics of each of the styles we listed here.

Choosing a visual style is a vital part of the multi-stage video production process. The chosen way of visual expression will develop a perception of the brand or product. It will also impact the price as well as time of delivery of the video. Here are some approaches we adopted at Clipatize. If you’d like to know more then just drop me a line at

Automotive and Aviation

Construction and Architecture

Energy and Environment


Learning, Education and Training

Pharma, Medical, Health and Well-being

Process industries, Materials and Engineering


So when working on your video you can choose from the following techniques or styles:

  • 2D hand sketches or whiteboard video — This is a classic explainer approach, great to introduce and discuss concepts, relatively easy and quick to produce, yet limited in terms of motion excellence and branding potential.
  • 2D motion graphics — This techniques is based on using pictograms or icons in motion to explain abstract concepts, services or processes. It looks great and very modern when the motion is dynamic and transitions between the scenes are fluid.
  • 2D character animation — This technique involves using characters to develop a story, eg. use case scenario, context of the service or product. This technique could be a bit more challenging to produce than 2D motion graphics as developing and animating characters is more complex than animating pictograms or simple illustrations. Still, it has a big storytelling potential.
  • Kinetic typography — Within this technique, motion designers animate typography (fonts). It is often used to stress the key parts of the message. It is often used for no-voice-over videos used at POS, digital signage or events.
  • 3D animation — This is a sophisticated and advanced animation technique. It is great for presentation of prototype devices (not-yet-existent) or to visualise objects that camera cannot reach (eg. body parts, nano-structures, etc.)
  • Live footage — This technique uses recorded camera image to present real stories, products, spaces. It is great for visualising emotions (through showing faces, interactions) or physical products. The pricing and extent of work depend on a number of factors, including: number of actors involved, number of shooting days and locations (necessity to rent), quality of equipment used, exploitation fields, etc.

It is also fine to mix the above listed techniques and styles (so called hybrid technique), eg. live footage with 2D animated overlay or 3D with motion graphic or character animation with kinetic typography.

Thanks for reading! And thanks for sharing! Happy 2016!

Jakub Lebuda, CEO

About Clipatize:

Clipatize is an interactive agency specialized in B2B communications, delivering services, such as explanatory videos, inbound marketing strategies and interactive solutions. We help our clients explain what they do — in a meaningful way. We have been working with high-tech start-ups as well as top global brands including SHELL, ACER, AIRBUS or PHILIPS.