I just read this piece by John Zeratsky where he explains how he works with new clients to teach them about good (or better) interface design and what good design actually is.
As motion designers I find the principles to be just as applicable for product videos and explainer videos as well. Just a brief look at his first point: Clarity is king. Be specific. Say what you actually want to say. Watch for jargon and abbreviations.
I find all these tips are the same for video production. Recommended read.