The Creative Principles Of Subtraction
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There are many simple ways to ideate creative concepts when developing marketing materials from scratch. This method uses the basic principle of subtraction. In this PowerPoint, we not only explain the method but also provide examples to pattern against. To hear the audio narrative, download the deck and view it in presentation mode with your volume up. For more ideas on creative concepting, or to discuss whatever you have in mind, feel free to contact us at 847.768.0018. We hope this helps.
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The Creative Principles Of Subtraction
- 1. The Principles Of Subtraction CreativeTips AndTechniques
- 2. The Principles Of Subtraction paradigm-il.com |847-768-0018 Online Solutions for Bottom Line Results
Editor's Notes
- When trying to generate quality content, the principles of subtraction are as helpful in math as they are in marketing. Many an ad was created using the subtraction technique.
- We will review a handful of them as a means of explanation. While print ads will be used for exemplary purposes, its principles can be applied for any form of content creation.
- This first ad’s headline reads: “Your insurance company’s idea of replacement value.” One way to define subtraction is in terms of reduction - or a decrease in size. In this ad by MacCorkle Insurance, the size of the diamond was dramatically reduced to juxtapose the way typical insurance companies view value and the ways policy holders view value. The difference in size between the diamond and the ring’s prongs really accentuates the central point of the ad.
- This ad’s headline reads: “Alzheimer’s disease costs Americans $200 billion annually. But the real loss is impossible to measure.” Subtraction in this case could be thought of in terms of degree. While the father of the bride is still faintly visible, the form of his presence conveys his passing.
- Using the veil of darkness as a subtraction tool, the remaining one third of a sesame seed bun is precisely contoured into the shape of a crescent moon and supports McDonald’s, “Open 24 hours”, headline.
- This is an ad for Trop50. Its headline reads: great taste, half the sugar. There are many ways to communicate 50% less of something, Tropicana literally subtracted half the ad space to communicate its full message.
- The headline to this SPEED SEAL ad is: Speed up with the world’s fastest setting kitchen and bath sealant. Using scribble as a means of subtraction, the product’s unique sales proposition of setting 12 times faster is visually represented by converting 24 hours into 2 hours.
- J&B is a Scotch Whisky. The headline reads: The holidays aren’t the same without J&B. While the previous ads subtracted something in the visual, this ad removes letters from the words.
- This last ad is for invisible glass by the Guardian Glass company. Its headline reads: Please contact us today to order this free sample. (Stand not included). The ad takes the principle of subtraction to the limit by implementing an elimination strategy. The only reference to its product is cleverly implied by its absents.
- Here are a few more ads that use the subtraction principle. For additional ideas on how to create clear, concise and compelling marketing content, contact Paradigm today.