Should You Shoot Commercials in Black and White?

By April 16, 2018No Comments

We all know who Douglas Fairbanks, Buster Keaton, and Charlie Chaplin are.

Even if we weren’t born in the golden era of the 1920s, we all know who these actors were.

They colored the screens with their presence, brilliant acting, and ability to ensue laughter without uttering a single word.

And yet, they lived in an era with tech limitations; an era without words. They gave voice to the story of the films they took part in, and colored every scene with the intensity of vibrant emotions. They were stars in their own right, shining bright.

The Beauty of Black and White

Many brands believe there’s no point in shooting in black and white because we no longer see the world that way. They firmly believe that color is the way to go because we’re living in a tech savvy world.

This is true but to some extent. When Robert Rodriguez shot Sin City (2005) they didn’t think about technical limitations, they viewed the project as a creative choice.

While sporting some color, the movie is mainly in grayscale. And yet, it was a commercial success. It not only received positive reviews but is considered one of the best films of the modern era.

So why do so many film directors choose to shoot in black and white? Here’s why:

It Highlights Emotions

Passion, love, lust, fear, anger, sadness, and a thousand other emotions we can’t convey with words.  

When you shoot footage in black and white, all these emotions are emphasized. Have you watched someone in black and white? Lack of color forces you to focus on the person’s features and their eyes.

Without the distraction of color, you can focus on the emotions they are trying to convey. Without color, you can build a connection with the character because raw emotions are emphasized prominently.

It Helps Us Focus on Composition

This is one of the best reasons to shoot your commercial in black and white. Most brands have a misconception that composition is based on color.

A composition is a composition—whether it’s strong or weak. This is an important point to remember because without color to influence the camera operator’s eye, they’re able to focus solely on the composition of their subjects within the frame.

These are just some of the many reasons to choose black and white. But most importantly, it’s the perfect way to experiment with creativity and focus on connecting with consumers.

At 336 Productions, our aim is to help your brand find its voice and stand out amongst the crowd with video content.

We are a video production company based in Orange County that offers professional B2B corporate video services and video marketing solutions to businesses within all industries. Whether it’s a trade show video or a corporate video, feel free to get in touch with us to learn more about how we can help you!