Designers and creators of advertising around the world agree that the advertisement should influence the mind of the consumer – the effect that occurs in the process of perception. Thus, it is the time of perception of advertising is the key when it is created and executed. It is necessary that the audience properly understands the meaning inherent in the advertisement to the effect of its actual impact of the planned match. There are certain patterns of perception worthy of considering starting the creation of commercials, corporate identity development, and etc. Htpdigital.com advertising specialists, representing a successful digital marketing Manchester company focusing on B2B digital marketing agency solutions, share their opinion to inspire and guide the rookie ads designers.
Designers should remember that the human brain is designed in a special way: some of the information is always beyond human perception. However, there are some simple rules to remember when creating advertising products.
Do not overload the advertising with arguments and long texts; and when visual perception is complicated, tons of information are lost, so a few basic phrases could be sufficient. Special attention to the title, which should be short and concise. A text written at the top of the page is perceived and in the end has more attention, but this way or the other, people tend to scan texts; that’s why distributing information throughout the page uniformly is perceived better than if it is clustered in one part.
If we’re talking about print advertising, focusing on text messages is also crucial. Here it is necessary to conduct a serious analysis of the fonts used by your competitors, as well as the trademarks of other manufacturers. For example, the font memorable in connection to one trademark should not be used to create another one. Thus, for example, the font in advertising chocolate should not repeat the font in alcohol advertising.
The less time the consumer has for perception of advertisement, the easier the font should be. While in magazines or newspapers, where interaction is longer, you can play with memorable artsy fonts, then on billboards or promos on a busy road the text should be written in a way that it is easy and stress-free to read.
Color palette magic
An important aspect of advertising is picking up the right combination of colors. Thus, for example, green or red letters look good on white background, while the combination of yellow and purple is not the best option. A whole branch of psychology of color provides information on the effects on the mind and emotions of various colors and combinations. Thus, black and white is not often applicable in outdoor advertising, while black-and-white image with highlighted key item is a widely applied technique. The effect of drawing attention and memory of such advertising can be many times higher than that of the bright multi-color images.
It is important to remember that the human memory is likely to store images of long, outlined circle or oval forms, rather than the ones inscribed in the angular geometric shapes. The main thing remember for young designers is the approach that implies creation of advertising with the target audience in mind, rather than implementing designs aimed at satisfying the client, as the final result and efficiency is the only thing that will matter in the end of the road.