Branding identity is super important. It sets the tone of your product and is part of the user experience since I believe it starts at the first second a person engages with your product, the trailer, or intro video.
For Saints Row IV, we knew that branding identity for our audience needed to be about 7 seconds long based off Saints Row 3's branding metrics. We jammed it full of info that communicated the 3 major themes of our game and maintained 38% more of the audience's attention than the longer, less frantic 15 second bumper we used on Saints Row 3.
It was so hyper-active we called it a Slam Out, since bumper was so last gen. :)
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