What the New Australian Government Style Manual Means for Video and Animation

The updated Australian Government Style Manual provides a comprehensive framework for creating accessible, user-centred video and animation content. Designed to meet the diverse needs of Australians, the guidelines ensure inclusivity, clarity, and professionalism while adhering to technical, accessibility, and privacy standards. Here’s what the new guidance means for government content creators.

Placing User Needs at the Core

The cornerstone of the updated guidance is user-centred design. Before creating video or animation, content creators must understand:

• Who the audience is: Who needs the information, and how will they engage with it?
• What they need: What questions or challenges should the content address?
• How they will access it: Consider accessibility tools, platforms, and the environments in which users consume content.

User research and iterative testing are critical to ensure the content is fit for purpose. Feedback loops, usability testing, and analytics help validate assumptions and refine outputs.

Ensuring Accessibility for All

Accessibility is central to the updated style guide, aligning with Web Content Accessibility Guidelines (WCAG) standards. Here’s a summary of the requirements for time-based media:

• Transcripts: Provide text alternatives for all dialogue and sound effects. This benefits users who prefer text, improves SEO, and complies with WCAG 1.2.1 (Audio-Only and Video-Only – Level A).
• Closed Captions: Include dialogue, sound effects, and cues to make content accessible to users who cannot hear. WCAG 1.2.2 (Captions – Prerecorded) and 1.2.4 (Captions – Live) apply.
• Audio Descriptions: Narrate visual elements, such as settings and text on screen, for users with vision impairments. WCAG 1.2.5 (Audio Description – Prerecorded – Level AA).

Creators must also:

• Avoid autoplay and flashing content (no more than three flashes per second) to prevent seizures.
• Maintain a minimum contrast ratio of 4.5:1 for text and visual elements.
• Normalise audio to ensure consistent volume and reduce background noise by at least 20 decibels.

When to Use Video

Why Choose Video?

Video is an engaging and effective format when you need to:

• Introduce new policies or programs.
• Provide quick, visual explanations for complex processes (e.g., filling out a form).
• Deliver public safety or health messages.

Best Practices for Video Content

• Length: Keep videos concise—1–2 minutes for social media or short messages. Break longer content into smaller, standalone sections for complex topics.
• Platform Optimisation: Adapt video dimensions to suit platforms. Use vertical (9:16) for Instagram Stories and horizontal (16:9) for desktop websites.
• Technical Standards: Use MP4 format for universal compatibility, and add metadata (e.g., title, creation date) for discoverability.

When Animation Works Best

Animation is ideal for:

• Explaining abstract concepts or visualising complex data.
• Engaging audiences on social media with interactive infographics.
• Presenting timelines or maps with dynamic elements.

Key Considerations for Animation

• Accessibility: Ensure animations are usable without sound by including captions or on-screen text.
• Professional Design: Work with animators to pace transitions and structure messages effectively.
• Colour and Contrast: Avoid relying solely on colour to convey meaning and maintain contrast ratios for all text and visuals.

Live Action and Live Broadcasting

Live Action Videos

Live action content captures real-world scenarios, making it effective for interviews or instructional demonstrations. Key tips:

• Use natural lighting and clear focus.
• Avoid distractions like logos, fine patterns, or offensive clothing.
• Introduce speakers with lower thirds graphics showing names, titles, and roles.

Example: A live-streamed government address with real-time captions, later archived with a transcript and audio description.

Branding, Permissions, and Compliance

Government Branding

Maintain consistent branding across all platforms:

• Use clear sans serif fonts and high-contrast text in videos.
• Include branded sounds or logos to establish identity.

Permissions and Privacy

Secure signed release forms for all participants in video or audio recordings. Adhere to the Privacy Act 1988, ensuring personal information (e.g., voices or faces) is handled appropriately.

Copyright and Stock Media

Obtain proper licences for any third-party content. Use government-owned resources like the National Film and Sound Archive of Australia for authentic, Australian-context media.

Read the whole guide here.