How true is this statement, especially in the context of advertising design?

We are talking about APPEAL; not so much if a particular design (ie. print ad, website) looks good to you as a business owner, but does it appeal to your potential customers?

We combine elements like photography, illustrations, graphics, headlines, and text, not simply because they look good together. The arrangement of every elements is aim at conveying the right message so that its audience finds a reason to buy the product / service. That's appeal, and there are four basic appeals (The New Advertising Strategy by John Caples):
  • Sex. Not just the physical act, but love, affection, friendship.
  • Greed. Anything (physical or emotional) that money can buy.
  • Fear. Of losing what you have or not gaining what you hope to achieve.
  • Duty/Honor/Professionalism. What is the best for those I serve (as a doctor, a parent, a teacher, etc.)
When Nike's CEO Phil Knight considered what Nike should be "selling", he said, "We decided we're a sports company, not just a shoe company."* So, consider what are you selling (ie. who & what are you appealing to) ...
  • If you are a car mechanic, are you in the business of just fixing vehicles, or also selling safety.
  • If you are an insurance agent, are you in the business of just selling policies, or also selling security / peace of mind.
  • If you are a fitness instructor, are you in the business of just teaching exercises, or also selling health and wellness.
  • If you are a restaurant owner, are you in the business of just selling food, or also selling family gatherings.
* Lieber, Ronald. "Just redo it", Fortune, June 23, 1997

 


Comments


Comments are closed.
    Bookmark and Share

    D'Log

    D'Log or Design Dialogue is simply a collection of current affairs I follow and / or observations I make about things that interest me (mostly matters related to graphic design, user experience, etc.).

    All blogs are now at Blogspot.

    I am a self-taught graphic designer and have always enjoyed learning by doing.

    Below is a list of books I have read throughout my career, many of which have inspired most of my design solutions and thoughts on visual communication.

    References

    • Business Relationships That Last by Ed Wallace
    • Conversational Capital by Bertrand Cesvet
    • The Graphic Designer's Guide to Effective Visual Communication by Carolyn Knight and Jessica Glaser
    • Logo Trends | Logo Lounge by Bill Gardner
    • The New Advertising Strategy by John Caples
    • Editorial Design by Yolanda Zappaterra
    • Graphic design as a second language by Bob Gill
    • PDW, Publication Design Workbook by Timothy Samara
    • Typography Workbook: A Real-world Guide to Using Type in Graphic Design by Timothy Samara
    • Typography Workbook: A Real-world Guide to Using Type in Graphic Design by Timothy Samara

    RSS Feed