The Psychology Behind Video Marketing Success
The attention of your ideal customers is hard to earn.
And once earned, it becomes another challenge to retain it.
As consumers – even as marketers – we like to think we’re immune to the tactics brands use. But the truth is, we’re not.
When we scroll, watch, pause, and click, we’re playing right into the psychology of video marketing.
At Fixon Media Group, where my team and I produce both short and long-form video campaigns for brands across sport, tourism, and education, we lean into these psychological tools intentionally.
Not to manipulate – but to connect. To build trust, create relevance, and quietly pull your audience closer to your brand.
Just as brands do to you and me.
Today, I’m breaking down four of the key psychological principles we use in our video marketing strategies to attract attention — and more importantly, to hold it.
Colour Theory
Colour theory has always fascinated me.
When I was designing the Fixon Media Group brand, I went deep down the rabbit hole – researching the connotations of different colours, both the positives and the potential negatives.
Because colour isn’t just visual. It’s psychological.
And while many marketers understand colour theory in the context of logos or brand guidelines, far fewer apply it intentionally in video marketing.
That’s a missed opportunity.
Every frame of a video displays hundreds, sometimes thousands, of colours. Some are dominant. Others sit subtly in the background. But all of them influence how your viewer feels about what they’re watching.
As video producers, we lean into this deliberately. Based on the story, the emotion, and the message our client needs to share, we frame our scenes with colour in mind.
Here’s a quick overview of some common colour associations:
- Red = Passion, urgency, beauty
- Yellow = Happiness, joy, curiosity
- Blue = Trust, confidence, loyalty
- Green = Growth, nature, vibrancy
Of course, this only scratches the surface. If you want to dive deeper, reference the chart I’ve linked at the end of this section for a more comprehensive breakdown.
But here’s the key point: Colour should never be random.
If we’re filming a video about growth and new beginnings, and the subject is sitting on a bright red chair – that’s a visual mismatch.
Likewise, if we’re telling a joyful, lighthearted story, and the subject is walking through a dark alley – we’ve missed the supplementing emotional mark.
Video gives us only a few seconds to hook attention. The spoken message might take 10 or 20 seconds to build. But colours? Your viewer’s subconscious will interpret them instantly.
That’s the power of colour theory. It allows us to layer meaning into a video – quietly and effectively – without overwhelming the conscious mind.
And when done right, it makes your message feel clearer, stronger, and more emotionally aligned… even if the viewer never realises why.
Emotions
People rarely watch a video and say, “Yes! Great point. That’s a logical argument. I’ll buy.”
But they do think: “Wow… I’ve let myself go. I used to be fit. Now I’m embarrassed taking the lift instead of the stairs. I need to make a change.”
As much as we all like to believe we make decisions based on logic – we don’t. We act on emotion first, then justify our actions with logic afterwards.
That’s why the most effective marketing videos don’t just explain. They make the viewer feel.
At Fixon Media Group, when we produce both short and long-form content for our clients, we focus on taking the viewer on an emotional journey, from discomfort to desire.
We typically look at two key emotional phases:
The Before: How does your ideal customer feel before they engage with your brand? These emotions are often heavy:
- Guilt
- Anger
- Sadness
- Shame
- Boredom
- Frustration
This is where your customer is right now. And it’s important to sit in that discomfort for a moment. To let the viewer recognise themselves in that space.
The After: Now, how do they feel after they’ve experienced success with your product or service? These emotions are lighter, aspirational:
- Happiness
- Gratitude
- Relief
- Confidence
- Pride
- Joy
This is where they want to be. And your video’s job is to show them that it’s possible, and that your brand is the bridge between those two states.
Creating Relatable Situations
One of the strongest psychological drivers in video marketing is recognition.
When a viewer watches your video and thinks, “That’s me. I’ve been there. I know that feeling.” You’ve just unlocked one of the most powerful emotional responses: connection.
The more someone relates to what they’re seeing, the more they lean in. And the more they lean in, the closer they feel to your brand.
Presumably, as a marketer, you know your customers’ psychographics; their fears, motivations, goals, and insecurities.
So when you build stories and scenes that reflect those things, your audience feels seen. And when people feel seen, they trust you.
Let’s look at an example.
Say you’re a luxury travel agency, promoting a 6-week immersive winter adventure for couples in the Swiss Alps.
Sounds good. But it could easily come across as just another high-end itinerary if your video doesn’t bring it to life in a way that feels personal.
So instead of listing highlights, you lean into relatable moments. Things that your ideal customer can picture themselves doing:
- The laughter that erupts as snowballs fly across a frozen hillside, before one partner runs in, tackles the other, and both collapse into the snow, gazing at each other beneath the alpine glow.
- A late-night campfire scene with marshmallows roasting, fairy lights overhead, soft guitar strums in the background, and two people wrapped in blankets, whispering and laughing like they’re the only ones in the world.
- A log cabin cinema night – thick duvets, warm drinks in hand, movie flickering across the screen, toes intertwined beneath the blankets.
Can you see it now? More importantly, can you feel it?
If I’ve done my job right, you might be thinking about your next holiday… (Sorry, I’m not selling one, but if I was, I’d hope you’d be reaching for your card.)
That’s the power of relatable storytelling.
When paired with the emotional before-and-after journey, it allows viewers to feel like they’ve already experienced the outcome, before even taking action.
And that emotional rehearsal? It makes your call to action 10x more effective.
Because now they’re not imagining if it’ll work. They’re imagining what it’s going to feel like when it does.
Core Values & Beliefs
The other side of a relatable storyline, is a relatable individual.
Think about your closest friends. Chances are, you’re close to them because you share values and beliefs. You see a part of yourself in them.
Brands work the same way.
People don’t just connect with brands because of product or price. They connect because of what the brand represents.
Let me give you two quick examples from my own life:
I’m a fan of QANTAS – even after the tough few years they’ve had. Why? Because when I’m overseas and I see that flying kangaroo, it gives me a sense of home. It triggers my sense of patriotism. Loyalty. Belonging.
I’m also a lifelong Manchester United supporter – as are most of my family. Not because they’ve always been the best-performing team. But because they represent something we deeply relate to: Never giving up. Fighting to the end. Pulling through with grit even when your back’s against the wall.
Now, are these big things? Maybe not on paper. But emotionally, they’re massive.
Because when a brand shares your values, it feels like they get you. You’re not just buying, you’re aligning.
From a marketing perspective, here’s where it gets powerful:
There are values you hold that your competitors don’t.
And the more clearly you showcase these values in your videos, not by saying them, but by showing them, the more likely you are to attract customers who say: “That’s me.”
That alignment builds loyalty far beyond the product.
It’s what keeps someone coming back, even if the competitor is cheaper, faster, or louder.
Because at the end of the day, your audience isn’t just buying what you do. They’re buying who you are.
Final Thoughts
The best video marketing isn’t about flashy visuals. It’s about psychology.
If you can use colour to guide emotion, emotion to drive action, relatable situations to build trust, and values to create alignment, you’ll move beyond attention, and into genuine connection.
And that’s what turns viewers into loyal customers.
P.S. If you’re a luxury tourism brand, I may have just sorted your video marketing for the next 12-months! Get in touch and let’s bring it to life!
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.