Our favourite music from our teen years and twenties therefore gets stuck in time and played on repeat, endlessly reinforcing our self-forged idea of ‘who we are’ and the world we used to live in. For most of us our taste in music is intrinsically linked to a strong sense of nostalgia, especially as studies show we tend to stop discovering new music in our early thirties. The one thing to keep in mind when selecting music for the purpose of evoking nostalgia is to choose very, very carefully. Interesting things could also be done by playing around with typography which parodies a popular TV show or movie of the time. Pixellated VCR writing comes to mind as a recognisable staple of the 80s, while neon signs have come in and out of fashion and could serve many nostalgic uses depending on the style. Technology can be a good place to look for this one, as fast-paced changes in devices make certain fonts ‘age’ very quickly. Instead of simply picking any classic old-style font, consider taking cues from lesser-used recognisable sources that point to a very particular point in time. Utilise any text in your video to further enhance the feeling of time and place through appropriate font choice and presentation. A more recent example might be the grainy lo-fi ‘VCR’ look which is popular among Youtube ‘a e s t h e t i c’ music videos which generally aim to capture a feeling of the late 80s to early 90s – the childhood of target millennial viewers. A now cliched example of this is the use of sepia or black and white filters to bring to mind the early-mid 1900s, the era before colour film. Regardless of whether your explainer video is animated or live-action another good way to capture a past aesthetic is to mimic film techniques appropriate for the time. The video game Cuphead is a recent success story of nostalgic animation, recreating the rubbery style of 1930s Fleischer and Disney cartoons to massive acclaim and sales within the millions. Meanwhile, a tribute to the 70’s could work well by paying homage to the limited cartoony animation style of Schoolhouse Rock. As an example, an early 2000’s aesthetic could benefit from a low-quality Flash animation style reminiscent of Homestar Runner, or Salad Fingers for something darker. If you’re looking at creating an animated explainer video then recreating recognisable character design styles, animated movement techniques, and even software usage can help create an authentic step into the past. If you want your video to harken back to another time, mimicking film trends and techniques of the past is a great place to start. What are some top tips and best practices to keep in mind? With all this compelling evidence at your side you’ve decided you wanna’ inject a little ‘fondness for the past’ serum into your brand’s next explainer video campaign. This phenomenon of nostalgia marketing is found to be especially effective with millennials, even if the nostalgia being created isn’t real). Nostalgia weakens the need to hold onto money and makes people more willing to buy, according to studies. Well the data is in, and it shows consumer’s buying habits are well in favour of the past. So do people really even want to be reminded of the past, or will using nostalgia in your explainer videos make people respond with nothing more than a knee-jerk reaction of hate? Meanwhile, it’s hard to throw a rock without hitting a millennial who’s complaining about how reboots are ‘ruining their childhood’, or hitting a baby boomer who’s complaining about how millennials are killing the rock-throwing business. It seems like everyone and their grandma is cashing in on the nostalgia boom lately.
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