- Visual – created with images & CSS styling.
- Aural – created with music and voice-over.
- Conceptual – created with text.
This presentational format is no accident, as it mirrors the building blocks of artistic and creative expression that have been a constant for thousands of years:
- Visual Art – expressed in painting & sculpture.
- Aural Art – expressed in dance and song.
- Conceptual Art – expressed in literature and poetry.
In its most basic form, video is the integration of these aesthetic concepts — an abstraction of the aforementioned primary art forms into a secondary integrated whole, an artistic work experienced conceptually and perceptually simultaneously. It is image (visual), music (aural) and story (conceptual) all rolled into one. If sculpture could be surmised as three dimensional painting, then film/video is two-dimensional theatre.
This is how video should be approached when we begin thinking about the web — not as a type of content which is an interchangeable format to text and image, but an integration of these elements, demanding full time-bound attention from an audience.
Over the past few years, faster connection speeds have allowed the smooth streaming of HD web video on both desktop and mobile devices, making video instantly accessible to web users and a necessary form of engagement for brands and small businesses alike.