In Apple's recent Earth Day video campaign, the chosen art direction isn't that of Apple's traditional slick, digital style. The illustrations make the tone of voice more approachable towards a younger audience and the issue of climate change simpler to understand. Similarly to the argument in the VOX video, Apple's less 'doomsday' tone of voice promotes the idea that anyone can have a positive impact on global warming. Furthermore the art direction of the video also conveys Apple's stance on the issue. The illustrations approachability make Apple look friendly and good as a company.
The black and white colour scheme allows the use of green to be the focal point of the viewers attention. This subsequently makes the connotations of being environmentally friendly be constantly communicated to the viewer.
In the video above, showing the benefits of renewable energy will generate more support for green practices. One of the problems of climate change is that both the problem and solution are invisible and long term. There is no immediate feedback from being environmentally friendly therefore the incentive to practice it isn't compelling enough. Showing the benefit of it to audiences help better educate the public on why green energy should be the norm.
Apple's explanation of their new building's design is an example of how simplifying technical terms of environmentally conscious design can help to better communicate the benefits of going 'green.'
Apple's Earth Day videos are short and succinct with an art style that makes climate change approachable, easier to understand and creates a positive image for Apple as a company.
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