Video Best Practices
Videos are a widely used medium and influential brand asset. They help capture the audience’s attention, promote an emotional connection, and create genuine and authentic communications that reinforce our brand.
They should always illustrate positive UC Davis Health patient engagements, education, research, and healthy outcomes while following UC Davis Health brand standards and visual identity guidelines.
Full Video Guidelines Available
Video guidelines (Employee Access Only)Purpose & Approach
Videos should have a clear goal and tell a concise, compelling story. Content should be visually engaging, consistent in tone and messaging, and aligned with UC Davis Health brand standards. Keep videos short, simple, and emotionally engaging.
Subjects & Consent
Always include people to convey authenticity and relatability. Buildings or technology should only appear when paired with meaningful human interaction. Proper consent is required for anyone featured—especially patients and families—to meet legal and privacy requirements.
B‑Roll
Use B‑roll to add depth and visual interest. Capture a mix of wide, medium, and close shots, and avoid over‑reliance on talking heads. Supplemental visuals should support the story, not distract from it.
Copyright
All photos, graphics, and music must be properly licensed or approved for use. Copyright laws apply to any publicly posted video, and unapproved assets cannot be used.
Lighting
Use lighting intentionally to keep focus on the subject. Natural light is preferred, and color temperature should remain consistent. Avoid harsh shadows, reflective backgrounds, and distracting environments.
Audio & Music
Audio must be clean and clear, especially for interviews. Avoid noisy locations that interfere with sound quality. Music can enhance a video but should fit the context and remain subtle and supportive, not overpowering.
Style Considerations
Role of Video at UC Davis Health
Video is a key storytelling and communication tool used to share information, educate audiences, and reinforce the UC Davis Health brand. Consistency in style, quality, and messaging is essential.
Brand Consistency
All videos should align with established visual identity and brand guidelines. This includes consistent tone, production quality, and presentation across all UC Davis Health video content.
Patient Education Videos
Patient education videos are designed to simplify complex health information and help patients understand care instructions, procedures, and condition management. These videos should follow specific standards and use approved templates to ensure clarity, accessibility, and brand alignment.