Apple® uses hands in iPhone™ promotional videos to show compact size, portability and easy operation. Hands not only help demonstrate a product’s use and value, but also draw the viewer into a video or pictorial (i.e., the hands are perceived as those of the viewer). And hands can help visualize and humanize the abstract attributes of software or a service. These three promotional pieces show how I used hands to make products and services more realistic, humane and compelling.
On the left, a new power meter, for remote applications, is shown at actual size on a brochure to illustrate its unique hand-held form factor. This repeatedly enticed viewers to push buttons on the keypad image.
In the middle, a hand is used to draw the viewer into a depiction of how simple and easy it is to learn and use menu-driven customer relationship management (CRM) software.
On the right, hands are used as a brand identity element to convey the caring and nurturing qualities of an organization that helps people rehabilitate from acquired brain injuries.
