The Design of Advertising
DESIGN THAT DRIVES CONVERSATION
In today’s fast paced world, it is more important that ever before to stand out of the clutter.
This is where design plays a very crucial role. The advertising industry thrives on visual representation of products, services, ideas and concepts. And the right graphic with not only gather attention from the right audience but also increase the likelihood of sales conversion.
The task of creating an advertising campaign is meticulous and tedious. It involves researching what would appeal to the target audience and thus determining the colours, concepts, images, techniques etc to be incorporated in the campaign.
Many people fail to realise how psychologically compelling design is. Where does a viewer’s eye fall on a page? What emotions do the photographs, colors and layouts evoke? Does one area — the most important message — stand out above everything else?
Design underscores messaging. A well-done design will highlight the message you hope to convey. It is the power of design that will evoke emotions and a response.
Design communicates your brand. One of the critical elements of getting people to buy is trust. Brands are essentially the way that customers code a specific offering in their minds: this brand represents quality and luxury, or this brand represents comfort and value.
Every piece of creative released, be it social media posts, brochures, or even trade shows — says something about a brand. If the design is less than professional and not aligned with the brand’s core messaging, it can undermine years of work and good impressions. In contrast, good design speaks volumes about professionalism, quality and positioning in the market.
Here are some pointers that would generally apply to advertising design to evoke a response:
- People remember what they see more than what they read. A balance of image and text is crucial
- Avoid all Capital letters and overly fancy fonts, it is difficult to read.
- People like to know what they would be receiving right away, so don’t complicate the message.
- Have relevant photos that show the product / service
- Personalise the message for the target audience when possible, don’t give the look of a mass produced
- Colours play a vital role, ensure they not only relate to the product but also the message you are communicating