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Designing for Effective Advertising... from a Non-Designer's Point-of-View
 

Designing for Effective Advertising... from a Non-Designer's Point-of-View

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Features 14 things to keep in mind when designing for effective advertising. It's nothing technical, but rather general. It's recommended that you also look at things in a different perspective when ...

Features 14 things to keep in mind when designing for effective advertising. It's nothing technical, but rather general. It's recommended that you also look at things in a different perspective when designing for the client.

Sources:

- "The Advertising Concept Book" by Pete Barry
- and of course, real-world experience

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    Designing for Effective Advertising... from a Non-Designer's Point-of-View Designing for Effective Advertising... from a Non-Designer's Point-of-View Presentation Transcript

    • ADVERTISING ADVERTISING ADVERTISING ADVERTISING ADVERTISING
    • IS a just tiny part of MARKETING.
    • DESIGN complements it.
    • ADVERTISING design
    • is more than Art + copy.
    • It’s also AESTHETICs + Functionality  
    • Unfortunately, we often forget the latter.
    • Designing for effective advertising
    • I am not a designer.  
    • Designing for effective advertising ... from a non-designer’s point-of-view
    • #1 “SLIP IT”
    • Smile. Laugh. Inform. Provoke. Interact. Think.
    • #2 All hail the client!
    • In the real world, you design for them.
    • In the real world, you solve problems for them.
    • Know their customers.
    • Know their competitors.
    • Know their company.
    • Like the hipster chick you’re dying to ask out
    • Who cares about your fast car, When all she ever wants is a bike. ... ‘cause she’s a hipster.
    • #3 Think now, design later
    • Strategy. Concept. execution. Tone. Proposition.
    • #4 Inspiration is everywhere
    • Not only on the internet.
    • Stop phubbing.
    • Turn it off when you’re out.
    • #5 Too much Inspiration kills creativity
    • Dying to try out that new trick you learned? Think twice.
    • This new trend? Won‘t look good When you’re Trying to Sell cookies.
    • Don’t fall for the trend trap. (unless it works)
    • #6 Kill your “babies”
    • Oh no.  
    • Babies Are great ideas we lovingly cling to even if we’re told they don’t work.
    • Oh yeah.  
    • #7 mandatories
    • Inclusions / exclusions
    • #8 KISS
    • Keep it simple, stupid.
    • Communicate one message.
    • Blah blah blah blah blah blah blah Blah blah blah blah blah blah blah Blah blah blah INFO blah blah blah Blah blah blah blah blah blah blah Blah blah blah blah blah blah blah
    • Attention spans are getting shorter.
    • “Dramatize the simple.” - Sir john hegarty, BBH
    • #9 Avoid cliches
    • You’re supposed to stand out, Not fit in.
    • #10 Use eye-catching images . . Legally.
    • Stop using cheesy stock photos.
    • #11 Visualize the ad placement
    • #12 Wear different hats
    • Ask yourself: Will this ad appeal to the audience?
    • #13 Imagination: Don’t reveal, Imply.
    • Leaving a bit for the consumer to figure out engages them with your idea.
    • #14 Advertising isn’t what it used to be.
    • Art + copy + technology  
    • Now It’s about creating experiences.
    • The possibilities are endless.
    • 1: Slip it 2: All hail the client! 3: think now, design later 4: inspiration is everywhere 5: too much inspiration kills creativity 6: kill your “babies” 7: mandatories
    • 8: kiss 9: avoid cliches 10: use eye-catching images… legally. 11: visualize the ad placement 12: wear different hats 13: imagination: don’t reveal, imply 14: advertising isn’t what it used to be
    • Thank you.