The Art of Design andCreativity

1. The Art of Design andCreativity How Do I Design the Perfect Advertisement?

2. 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. Tasks of the Illustration • Grab Attention! • Convey Main Ideas or Benefits • example - with liquor - show the good time to be had! • Attract attention to relevant benefits - yet generate the right emotion and feel • Tell the Story! • Show product In Use • Create favorable impression

6. Guidelines to Achieve This Task! • Photography seems to work better than other art forms. • Exceptions - newspapers (line drawings) • Color works better than black and white • may not be cost effective • Action illustrations enhance readership - product in use • Size and arrangement important - series of smaller can work

7. Options for the Art Director • The product or package alone • Product in use • Benefits of Using or not using the product • Dramatization of Product’s features • Developing a mood • Cartoon characters

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

9. 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

10. 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

11. 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 Psychological Impact of Color

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

13. Creative Pyramid Action Desire Credibility Interest Attention

14. 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!

15. 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

16. Feature Competitive advantage Favorable price News Product/service popularity Continental Airlines Avis vs. Hertz Wal-Mart Quaker Oatmeal Ford Taurus Types of Rational Appeals Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998 Slide 9-1

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

18. 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

19. 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 i.e., Lance Armstrong

20. 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? Use of Experts or Man on the Street Endorsers

21. 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

22. 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

23. Make every word count - be conversational be outrageous presentation counts paint pictures with words take time to set the scene - 60 seconds good Radio Scripts are two column, with Speaker names and SFX on the left, dialogue to right make the idea crystal clear - main selling point advertiser’s name early use familiar SFX Radio Copy

24. 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

25. 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