Graphic design without a key message is worthless. There is no point in presenting work of a meaningless message. Graphic design for the purposes of business marketing, information design, educational and entertainment markets are the most typical clients for a graphic designer.
Many companies employ a design services agency with the sole intention of advertising their products & services to the public and hoping their message (a combination of text and images) would convince potential consumers to spend, spend, spend.
For an advert to be successful, it does not necessarily have to be aesthetically perfect, but, it is essential that it appeals to the intended targeted audience. An image used in marketing design should strike a chord with the market it is communicating with.
Billboards in the CBD are dominated by glossy images that mainly suggest status symbols because they target the high-income earners. By contrast, images found on billboards in high-density suburbs are of basic commodities such as bread, mealie meal or cooking oil.
There are universal images too, those that appeal to a wide demography. Pictures of pretty smiling models talking on their mobile phones, or magnified bank cards can be found anywhere; because the market for these advertised products is broad.
The text often guides image selection for the marketing of an advert. It is essential that the text and the image refer to the same core philosophy & idea.
Almost Always – Say it With a Smile
Just about every human figure used for marketing – smiles grins or laugh, to exude a happy feeling which is associated with gratification & on occasion indulgence. That’s why It is often said that the most frequently used parts of a human being; to convince another is the teeth. Saying that such imagery can only work if the text suggests the same emotion.
An advert for a funeral home will be in bad taste if the principal figure in it appears happy because the text is always about how wounds can be healed by a caring organisation willing to provide funeral services for a price.
The emotional state of the targeted demographic has to be gauged so that the image they appear to relate to their situation. Another consideration for marketing images is the space the advert would take. Wide, or landscape space means that vertical imagery may pose problems for the graphic designer. If a picture of a full-length adult human being is to be included, it will look small because of the limited vertical space.
When looking at an image for marketing campaigns, one has to pose the question, How much value do all the components of a picture add to the combined context and objective of the design?.
It would rather be pointless to insist on using a full figure for a toothpaste advert because the shoulders and hands may add to the facial expressions, but anything from the chest downwards says absolutely nothing about the product.
A ‘back to school’ campaign by a shop selling everything from the hat down to the shiny shoes would need a full figure. If the advertising space is awkward for the human eye to see clearly, then a portrait style with more height than horizontal space would make more sense.
Only Use Quality Images
It is also vital that images specific to the product or service advertised be used. The internet has some good quality pictures but using them at the expense of what potential customers may get is false advertising.
There are several smartphone, TV or laptop selling companies that tell the public about a product they want to sell, then splash an image on their advert that can’t be found anywhere else but on Google images.
It is also vital that images sourced from anywhere (including the internet) are not copyright protected, or if they are; prior permission is granted from the rights owner.
A big problem with using internet-sourced images is the poor quality. Web pictures with a resolution below 300 dots per inch (dpi) often look blurred, even after they are converted from a bitmap to a higher resolution format. The standard procedure with the more established advertising agencies is that an Internet-sourced image may be used to show a client the concept, the general context of their adverting pitch, but after pitching an idea, live sets & models are photographed; striking the desired pose or imitating the preferred emotions.
Internet-based images have the ability to ruin an otherwise great idea if the image quality is terrible, or if the image does not appropriately communicate with the target audience.
The significant difference between informative media graphics and marketing is that one requires permission from everyone captured in the image used. Models for marketing designs expect to be paid for their trouble and they should.
The marketing of products & services is done with the expectation of higher returns. It is an investment achieved through a combination of creativity and planning. However, for it to work, the images selected for the design should be displayed in such a way that they add value, & the message to the intended audience is as clear and as relatable as possible.
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