Design Principles:
Audio

Introduction

We do not need scientists to tell us that music has the power to affect us emotionally (but that is what science tells us). Everyone has felt the power of music and been under its influence. Choosing the right music for your video is an important part of crafting your message.

What Is On This Page?

Music: Setting the Mood

By Freepik from Flaticon

The Mood is the Message

The music in your video needs to reinforce and support the purpose/plot/message of the video. We know that music has the power to alter emotions, so make sure that you are stirring the right emotions in your audience.

Consider this scenario:

A local animal shelter has a number of cats in need of adoption. Staff at the shelter have decided to create a video to post on social media to encourage adoption.

The staff are deciding between two videos. There is disagreement about which video would be more effective.

Some staff want to motivate people to adopt out of concern for what happens if the cats are not adopted. Other staff want to encourage adoption because of the joy that comes with having a pet.

Video 1: Pensive Tone

Video 2: Playful Tone

Despite using the same picture, the emotional impact of each video is entirely changed by the music. The animal shelter staff have to decide what mood they want to set in order to choose the right music.

Watch

How to Use Music to Create Mood and Meaning

The music you choose and how you use it during these moments has an incredible influence over the emotional impact of your videos. Watch this video tutorial to learn how to use music to create mood and meaning in your videos.

Matchy-Matchy

Music and audio should match your visuals. Using the right music can elevate your videos and create impact or it can fall flat and leave your audience confused. Read on to find out ways to effectively use music in your videos.

Green checkmark icon (first video on each row is suggested)

Red x icon (second video on each row is not preferred)

The sound of your video should match the visual content. The music informs your audience about how you want them to feel about what they are seeing.

The tempo of the music needs to match the intended energy/pace of the video.

Avoid using too many musical styles. Use different musical styles sparingly and intentionally.

For example, using two different musical styles can help make a distinction between two opposing perspectives within a video.

Tip!

If you can, time the music to match your visual content. For example, use the tempo of the music to build tension or anticipation and coordinate the crescendo with the big reveal.