The long definition
Framing determines what appears inside the image and how the viewer’s attention is directed. Shot distance, camera angle, subject position, and movement all contribute. In product video, framing also determines whether labels, gestures, and functional details are understandable.
A close-up can clarify a mechanism, while a wider shot can establish scale or context. Choose the frame for the information the viewer needs, and leave room for captions and interface overlays in the intended publishing format.
Anatomy: Framing
Decide what each shot must communicate before choosing the camera position.
- 01SubjectChoose the detail or action the viewer should notice.
- 02DistanceSet the shot size to make that detail readable.
- 03AngleShow the product shape and gesture clearly.
- 04Safe areaKeep essential content clear of overlays.
A concrete example
Illustrative example · bottle lid
“Show the opening mechanism close enough to understand the gesture.”Use a close-up of the hand and lid, followed by a wider use shot.
The first frame explains the mechanism; the second restores the product’s context and scale.
Do
- Give each shot one visual purpose.
- Check product detail readability.
- Preview the final crop.
Don't
- Crop out the important gesture.
- Move the camera without a purpose.
- Place essential text behind overlays.
How Reacast uses this concept
Specify shot distance and angle in your Reacast storyboard. Use them to communicate which product details the adapted scenes need to preserve.