What is a Product in Focus video?

Product in Focus (PiF) videos serve the purpose of introducing a product to the audience inside your Shopify product page. Think of it as a neatly designed product brochure, just that your audience is almost certain to watch this video brochure from start till end. These videos are usually embedded or published in a product page in a store alongside the carousel of images. 

Video Design Guidelines

Duration of video: 20 to 30 seconds

Content / Media for timeline: Slideshow of images or videos that convey the highlights of the product. Plus to have videos that demonstrate the utility along with supporting lower thirds / text layout for narrating the highlight.

Audio: Stock music that goes well with the theme of the product. Ensure you go for a CC0 license audio if you haven’t purchased a license for the music track. YouTube provides you a great collection of free audio (that requires no attribution) you can use on your videos.

Text: You could start the video with an intro introducing the product, follow it with lower third or captions that highlight the benefits of the product and end it with a punchline. Since the video would be used mostly inside a Shopify page, you don’t have to worry about adding a call to action to buy the product. 

Brand compliance: Use fonts and colors that are used by your brand. Ensure that the video carries a subtle logo with 70-80% opacity to wrap up the brand compliance efforts.

Video Design Walkthrough

Let's design a PiF video for an Italian style stretch suit that a fashion store on Shopify is selling. Our intent is to enrich the experience on the product page with a compelling video so that the store visitor has a higher chance of buying the product. 

Step 1: Storyboarding the Video ( ⏰- 10 mins )

First step would be to come up with a rough storyboard with three sections: 

Text: what text overlays you will add on the video
Visuals: what background image or video would be used for demo-ing the product
Intent: what is the purpose of having a given slide or frame in the final video

Here's what we've come up with:

Step 2: Designing the Video on Typito ( ⏰- 15 mins )

Once the storyboard and images / videos for the visuals are ready, you get started with designing the video on Typito! 

For this brand, we've chosen to keep the design guidelines intact:
Font: Roboto Family
Color: White
Branding: Logo (top right), Line-based text templates that go with the brand's story of being sleek and smooth
Audio: So Smooth by Danny Kean/Doug Maxwell. This song picked from the R&B & Soul genre on the YouTube audio library goes well with our PiF video story. Adding to that, this song doesn't require attribution and you’re free to use this song in any of your videos.

Here's a sneak peak into the project on Typito! 


Here's how the final video looks like:

Hope you got a hang of how to design Product in Focus videos! 

Check out other Shopify video design guides below: 


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