Separate dialogue captions from information graphics
Text can serve several tasks in a brand film. Dialogue captions communicate speech, product labels explain functions or conditions, a brand name identifies the source, and an end-card directs the next action. Assign each layer a task before deciding what to emphasise.
Captions also communicate relevant sound information. W3C's caption guidance includes speaker identification and non-speech audio needed to understand the content, and explains why automatically recognised text needs review. A few marketing keywords do not establish complete dialogue captions.
If dialogue, a product label, a slogan and contact details appear together, decide what viewers most need to read at that moment. Move other information to an appropriate section instead of covering the product action. Text and images should complement each other rather than replacing everything viewers need to observe with written statements.
Select information according to the viewing task
Use this production checklist with confirmed business and project facts. It does not require all five categories in every video.
| Information | When emphasis may help | What to verify |
|---|---|---|
| Brand or product name | Viewers need to identify the source or model | Correct name, wordmark and product version at a relevant moment |
| Service or function | The sequence answers what is offered or how it works | Describe a specific scope or action and retain relevant conditions |
| Service area | Location determines whether the service is available | Confirm actual coverage; a filming location is not a service commitment |
| Contact information | The intended next step is an enquiry, booking or conversation | A working, clearly owned destination and one primary action |
| Website or other destination | Viewers need more information or an application route | Accurate display text, a working page and a clear reason to visit |
A brand should be recognisable without always having the largest text. During a demonstration, the operation and essential labels may take priority; an end-card can then collect identification and the next action. Larger lettering does not guarantee recall, enquiries or sales.
Imagine a confirmed equipment-installation service in Shenzhen. The demonstration might label the current step, then end with a route to check installation coverage. If coverage is unconfirmed, verify it before placing it in the video. This is a hypothetical editorial example, not a statement about a real business.
Review readability at the actual viewing size
Text readable on a television or presentation screen may be too small on a phone. Reframing a horizontal video vertically may also place captions over the product. Check the actual aspect ratio, details and viewing distance instead of relying on an enlarged editing preview. W3C's audio and video content guide discusses typeface, text size and contrast with the background.
For text over changing images, review whether it remains readable throughout. Compare repositioning, shorter wording, background treatment or another shot. Choose size and duration around language, length, visual task and viewing results rather than a universal pixel count or duration.
Ask someone unfamiliar with the script to watch at normal speed and explain what they retained. If pausing is necessary, consider shorter text, separated information or more suitable time. If the text hides an important action, revise the layout as well.
For each language, verify brand names, units, regions and product versions, then check line breaks and length. Planning advertising versions covers related aspect-ratio and duration decisions. Review every finished version independently.
Connect displayed addresses with working destinations
A URL burned into a video is image content. Enlarging or underlining it does not make it clickable. A real click route must be supplied by the webpage, player or publishing surface; verify the actual features of that location. A presentation display and a phone also offer different interaction conditions.
Choose one main action for the version and display an accurate address or clear route. At publication, check the corresponding button or link against the intended destination. If a QR code is chosen, test recognition at the actual playback size and device and verify the destination, rather than merely confirming that the image appears.
Record the wording, fact approver, applicable version, main destination and review results in the delivery list. Watch the complete file, then open the real publishing page to assess readability and link function separately. Update affected versions when destinations or service coverage change, retaining a record; one text check cannot establish permanent availability.
Sources reviewed 3 October 2026. Caption definitions and readability considerations follow W3C; selection, examples and delivery steps are editorial guidance, not platform rules, an accessibility certification or a distribution claim.