The Art of Design andCreativity

1
The Art of Design andCreativity

• How Do I Design the Perfect Advertisement?

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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

3
Key Elements to Print Advertisements

• Art/Visuals
• visual elements
• illustrations, photography, logotypes,
  signatures, layout itself

4
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

5
Design Principles

• Balance
• optical center
• formal balance - symmetry
• informal balance
• Movement
• z-pattern
• Guttenberg diagonal
• Continuity
• same tone. design format, consistent slogans

6
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

7
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

8
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

9
Creativity

• Can yield parity for brands
• not sufficient alone
• vampire creativity
• Successful when combined with relevance, surprise
  and emotion

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Creative Pyramid
Action Desire Credibility Interest Attention
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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!

12
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

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Types of Rational Appeals

• Feature
• Competitive advantage
• Favorable price
• News
• Product/service popularity

• Continental Airlines
• Avis vs. Hertz
• Wal-Mart
• Quaker Oatmeal
• Ford Taurus

Irwin/McGraw-Hill

• The McGraw-Hill Companies, Inc., 1998

Slide 9-1
14
Emotional Appeals

• Based on psychological states
• sex
• status/image
• fear
• belongingness
• pleasure/self
• commercials are excellent for emotional appeals

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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

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Problems with Celebrities

• Overexposure
• Michael Jordan, Bill Cosby
• Overshadowing the Product
• Remember the product as well as the star at the
  end!
• Target Audiences Receptivity
• especially problematic with educated target
• Risk
• personal behavior and issue

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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?

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Advertising Execution

• Straight sell or factual message
• Scientific/technical evidence
• Demonstration
• Comparison
• Testimonial -Experts or Unknown Man on the Street
• Slice of Life - package goods

Irwin/McGraw-Hill

• The McGraw-Hill Companies, Inc., 1998

Slide 9-4
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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

Slide 9-5
20
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

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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?

Slide 9-7

• The McGraw-Hill Companies, Inc., 1998