Advertising - The Power Of Visual Communication
What Can We Learn From Advertising Campaigns?
The answer is, quite a lot really…
The name of the game in print advertising is to capture attention and get a message or idea across in a flash. Potential consumers may be charging hurriedly passed a flyer or poster in the street, speeding by a billboard or impatiently skimming through a magazine in a coffee shop. Either way, advertisers know they have an instant to capture viewers’ attention and even less time to get their message across.
Most of my design ideas originate from advertising and marketing campaigns I have seen over the years. Not only are they everywhere you look, but they are designed by some of the world’s most prestigious advertising agencies. Cumulatively, hundreds of hours are invested into ad campaigns – when you see the results, there is much that we can learn and apply to our presentations.
While sex appeal always attracts attention, character imagery and slogans also play their part in hitting the message home. Although such elements may be inappropriate for your next monthly review or investment pitch, it’s still worth noting the effect that an emotional response can evoke, which still tends to be lacking in most business presentations today.
As you scan through the following examples of print advertising campaigns, observe key design principles like alignment, shape, color, motion, texture, direction, balance, unity and breathing space. Pay attention to what works and what doesn’t, make a mental note of what you like and dislike, and think about the designs that may help you to get your messages across in a more dynamic way in the future.
*(Click to enlarge).