Boring advertising

Boring advertising
Boring advertising

Here is an advertising design idea that will challenge you to make imaginative ads rather than boring ones. I call it the photo ID design model, and it is a beneficial device if you create advertising for your company. It is one of the most effective ways to create a striking ad, banner, or poster. It will almost always give you a result that gets noticed. Think about a photo id for a minute, its most dominant feature in the photograph. The other elements on the card support the photo, the person's name, address, or ID number. These things are not less important than the picture, but the image is the main element. It is what the photo id is about, and that is reflected in the graphic design of the card. If you are not used to thinking of graphic design as related to function, this may seem like an overstatement. Hello, it's a card with a picture on it, but think about it for a minute. A photo id has the specific job of identifying a person, which makes the photo the essential element on the card. So it stands to reason that the picture should be given the most attention. Make the photo the dominant element when you apply the photo id model to a print ad, poster, billboard, banner design, or even a TV ad, the result is straightforward.

You assume the dominant element in the piece will be the image of the photograph, and you also understand the picture will be the primary identifier, the thing that defines the look and the content or theme of the piece. For instance, you find a photo of a calm looking person wearing sunglasses. That image fits the message you are trying to convey in your ad. Serious advertising designers may object that this turns the communication process upside down. They might say you should always start with your selling message and find elements that illustrate that message. If you want to sell pet care products, you should begin with the theme you want to communicate, and then see details that represent that theme. Say your issue is something like our pet care products make happy pets. This theme would then suggest various ideas for photographs and headlines. Of course, this is nice in theory, but in fact, advertising is rarely that straightforward. In reality, what happens is that you start with a specific idea our pet care products make happy pets.

As you try to develop it, you realize it doesn't correctly work, or you can't find the photograph you had in mind. Then as you're leafing through the pile of available pet care photos, you see one that evokes an overwhelming response. So you change your original concept to fit the single photograph. In other words, the picture has become the organizing theme for the ad. If you still think this distorts or perverts the communication process, think about all those cleavage pictures on the front of women's magazines. The cover designer knows that cleavage sells magazines. So the photo is the starting point, the rest follows. Of course, there are no rules about what elements your banner or poster should include. Still, they should be as follows, first, product photo or photo collage, second main headline, next product description or sales pitch, also company identifier logo, address. Anything more than this will tend to make it busy. This is the case with posters, billboards, and banners, which are meant to be viewed from a distance. You should not try to convey detail, your first selling message, and an image. A critical way in which a photo id is different from an advertisement is that it lacks the original mission we associate with ads. 

We don't expect ads to be a picture of the product, or the storefront, or of the company president. We expect them to be persuasive to sell the product or idea, and we assume that it takes some creativity. One of the problems with the photo id model is that we may end using it as an uninspiring formula for cranking out ads. We may slip into the habit of relying on the dominant format photo, major headline, sales pitch, company identifier, and assume it is unnecessary to use our imagination. We may think it is not necessary to create an exciting headline or look for a striking and memorable photo. In other words, we often settle for the ordinary rather than coming up with something creative. We decide on a bland description of the product rather than an artistic statement of what it can do for me, what problem it can solve, or how much money I am going to save if I buy it. As a general rule, advertising creativity is almost always better than its lack. Of course, this is difficult to prove, and even worse, many people claim they have no creativity in them, so they think this excuses them from trying somewhat more challenging to come up with an exciting headline idea or slogan. If you are challenged, you should still work slightly more demanding, because in advertising it comes down to this, do you want your ad, your poster, your billboard, or your banner to be useful or not? 

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nwldg: Boring advertising
Boring advertising
Here is an advertising design idea that will challenge you to make imaginative ads rather than boring ones. I call it the photo ID design model, and it is a beneficial device if you create advertising for your company. It is one of the most effective ways to create a striking ad, banner, or poster. It will almost always give you a result that gets noticed. Think about a photo id for a minute, its most dominant feature in the photograph. The other elements on the card support the photo, the person's name, address, or ID number. These things are not less important than the picture, but the image is the main element. It is what the photo id is about, and that is reflected in the graphic design of the card. If you are not used to thinking of graphic design as related to function, this may seem like an overstatement. Hello, it's a card with a picture on it, but think about it for a minute. A photo id has the specific job of identifying a person, which makes the photo the essential element on the card. So it stands to reason that the picture should be given the most attention. Make the photo the dominant element when you apply the photo id model to a print ad, poster, billboard, banner design, or even a TV ad, the result is straightforward.
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