The Art of Design andCreativity

How Do I Design the Perfect Advertisement?

Key Elements to Print Ads

• Copy

– headlines• indirect - questions, provocation

– subheads - a “kicker”, smaller than headline, larger than body copy

– body copy, the captions, slogans or taglines

Key Elements to Print Advertisements

• Art/Visuals

– visual elements

• illustrations, photography, logotypes, signatures, layout itself

Illustrations And Visuals

• along with the headline - most likely to stop the reader

• pictures are worth a thousand words

• gradual shift away from copy only ads

• shift represents power of visual

Design Principles

• Balance– optical center– formal balance - symmetry– informal balance

• Movement– z-pattern– Guttenberg diagonal

• Continuity• same tone. design format, consistent slogans

Design Principles• Proportion

– space according to importance• avoid monotony and consistency

• Contrast– reverse the ad and print– borders

• Focal Points– main product benefit, draw in the reader, can be copy or

visual

• Emphasis

Design Principles• Unity and Harmony

– Unity• singular impression, ad conceived in its entirety

• use borders to hold together

• Overlap/avoid visual confusion

• use of white space

– Harmony• All elements must be compatible (strips and

plaids with solid colors

Psychological Impact of Color

• Red - symbol of blood and fire; 2nd favorite; denotes action, strong masculine appeal

• brown - also masculine, associated with the Earth, woods, age, warmth, comfort

• Yellow - eye catching, good with black

• Green - symbol of health and freshness; mint products, soda

• Blue - coldest color with most appeal; frozen foods, in lighter tones viewed as sweet

• Black - sophistication, high end; background

• Orange - most edible color

Creativity

• Can yield parity for brands

• not sufficient alone – vampire creativity

• Successful when combined with relevance, surprise and emotion

Creative Pyramid

ActionActionDesireDesire

CredibilityCredibilityInterestInterest

AttentionAttention

Creative Pyramid• Attention - the ad is a stimulus - break

through the psychological screens

• Interest - keep the prospect excited - add facts related to the headline

• Credibility - back up claims with facts; well - known presenters

• Desire - want prospects to picture themselves enjoying the benefits!

Content Approaches• Informational

– messages built on logic or fact• Emotional

– built on psychological appeals such as fear or love

– Image Appeals• linking image or products to lifestyle

Types of Rational Appeals

• Feature

• Competitive advantage

• Favorable price

• News

• Product/service popularity

Continental AirlinesAvis vs. Hertz

Wal-MartQuaker OatmealFord Taurus

Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998

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Emotional Appeals• Based on psychological

states– sex– status/image– fear– belongingness– pleasure/self

• commercials are excellent for emotional appeals

Use of Celebrities as Sources

• Attractiveness– encompasses

familiarity, likability and similarity

– Persuasion occurs through identification

• motivated to seek relationship, so adopts similar attitudes, opinions, beliefs

Problems with Celebrities• Overexposure

– Michael Jordan, Bill Cosby

• Overshadowing the Product– Remember the product as well as the star at the

end!

• Target Audience’s Receptivity– especially problematic with educated target

• Risk– personal behavior and issue

Use of Experts or Man on the Street Endorsers

• Source Credibility– extent to which the

recipient views the source as having relevant knowledge, skill and experience

• Persuasion occurs through internalization

• Trustworthiness and Expertise Factors

• Source Power– source can administer

punishments and rewards to the receiver

• Persuasion occurs through compliance

• Compliance much more difficult to apply in non-personal situations - why?

Advertising ExecutionAdvertising Execution

• Straight sell or factual message

• Scientific/technical evidence

• Demonstration

• Comparison

• Testimonial -Experts or Unknown Man on the Street

• Slice of Life - package goodsIrwin/McGraw-Hill ©The McGraw-Hill Companies, Inc.,

1998Slide 9-4

Advertising Execution (cont.) Advertising Execution (cont.)

• Animation - Green Giant, Claymation Raisins

• Personality symbol - Mr. Whipple, Tony the Tiger

• Fantasy - escapism

• Dramatization

• Humor

• Combinations

Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998

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Creating Effective TV Commercials

• Begin at the finish! Concentrate on the final impression desired.

• Attention grabbing opening

• Use a situation that grows naturally out of the sales story

• Keep it simple

• Concise audio copy

• Be conversational and fresh

• use believable drama

Criteria for Evaluating Creative Approaches

Criteria for Evaluating Creative Approaches

• Is the creative approach consistent with the brand's marketing and advertising objectives?

• Is the creative approach consistent with the creative strategy and objectives and does it communicate what it is supposed to?

• Is the creative approach appropriate for the target audience?

• Does the creative approach communicate a clear and convincing message to the customer?

• Does the creative execution overwhelm the message?• Is the creative approach appropriate for the media

environment in which it is likely to be seen?• Is the advertisement truthful and tasteful?

©The McGraw-Hill Companies, Inc., 1998

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