WEF “Top Ten Emerging Technologies”

Posted by Joe Donaldson

One Comment

Chris Dye

“tell the story without a voiceover” seems to be the going trend nowadays, and this otherwise terrific piece demonstrates why that is often a poor strategy. The result is that in order to get the message across, we have to rely on lengthy on-screen text that would be more easily absorbed if it were just voiceover. I probably spent about 90% of the time reading the text, and could barely tell you what else was happening on screen the first time through. That’s a shame because there are some clever things going on back there that should be the focus of our attention—not just peripheral stimulation. When copywriting and pacing decisions begin to take precedence over visual narrative content, I think it’s time to re-evaluate if video/animation is really the best medium for the message.

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