Typography in Advertising PDF

Summary

This handout explores typography in advertising, focusing on how font choices, layout, and color impact the effectiveness of print ads. It examines the importance of clear messaging and visually appealing design elements within a print advertisement. The document also features examples of both effective and ineffective typographic approaches in advertising.

Full Transcript

AS2001 TYPOGRAPHY IN ADVERTISING "Typography is a major execution element of word‐driven advertising (e.g., print and internet), and has the potential to significantly influence motivation, opportunity, and ability to process advertising mes...

AS2001 TYPOGRAPHY IN ADVERTISING "Typography is a major execution element of word‐driven advertising (e.g., print and internet), and has the potential to significantly influence motivation, opportunity, and ability to process advertising messages." (McCarthy & Mothersbaugh, 2002) HOW TYPOGRAPHY AFFECTS ADVERTISING Typography is a design element that draws the potential consumer's eye to the brand or product's most crucial information. In 5 to 10 seconds, the ad should get the attention of the viewer. The way the letters are designed, layout, or arranged along with the other elements in the print ad would either grab the viewer's attention and respond to that ad's call of action, or it will drive the audience away. Using the right fonts and typefaces that would match the print ad's whole concept, and the image will determine its marketability. Always remember that the goal of creating a good typographic ad is to attract the viewer and make them respond to the ad's message. Examples: Good Ad Not So Good Ad The ad for Honey Boo Boo’s Christmas Drive is the The above print ad is a great example of the power of epitome of bad typography. There are too many typography. The contrast between the green background and different fonts, colors, and line heights, and with text the white lettering combined with the short, two to three scattered haphazardly throughout the whole ad, the word lines of text makes it easy to read. The large font is reader doesn’t know where to begin. All of the text is impactful, and the use of transparency makes certain letters emphasized, leaving the reader confused and more ambiguous, thereby highlighting the meaning of the ad. uncertain of which part is the most important. There The details are then laid out underneath the title, but are only is not a clear direction for how this information should presented after the title grabs the reader's attention. be read. Source: Diggles Creative Source: Diggles Creative 08 Handout 1 *Property of STI  [email protected] Page 1 of 13 AS2001 This example isn’t necessarily bad per se, but it seems to try a bit This print ad of CIMB Bank's text is just very simple yet it shows too hard to be clever. The tagline “worry less about your the level of typographic hierarchy. The most important mortgage and more about your free time” was potentially information such as "Forward Together", "CIMB FIRST App" and powerful, but it’s pitifully underplayed. Would you even bother the ad's copy which is "Really? Another smiling family in a bank reading the copy in the middle? ("19 Alarmingly Bad Print Ads", ad?" is in bold letter plus the graphics' colors which is red and n.d.) brown is easily noticed because it is strong colors. Source: Print Place Source: CIMB Bank 08 Handout 1 *Property of STI  [email protected] Page 2 of 13 AS2001 This is a poster for a play wherein it seems that the font and the color scheme works good together. Minimalist and the message is clear. This is another poster for a play. The font looks too playful. The color scheme is loud and most importantly, the usage of font Source: Pinterest is incorrect. It does not reflect the message or the theme of a poster. Source: Pinterest 08 Handout 1 *Property of STI  [email protected] Page 3 of 13 AS2001 DESIGN BASICS FOR MAKING AN AD Design is more important in print media than on any other channel. Your message has to leap off the page and make an impression on an audience, and design is the way to do it. (Batesole, 2020) COLOR Most people are visual; that's why when they see an ad, 62% - 90% they based it on color. Color differentiates brands and products. It sparks an emotion when consumers see it. The audience expresses their brand preference, whose color/s match their intended mission. (i.e., Green for eco-friendly). Colors make the context stands out. (i.e., the audience will most notice the text in darker colors in the lighter background). Source: Creative Boom Source: Pinterest TYPOGRAPHY Source: The Design Agency LinkedIn Source: Pinterest 08 Handout 1 *Property of STI  [email protected] Page 4 of 13 AS2001 TYPOGRAPHY Good typography makes the potential consumer engaged because it is easier to read and has a better mood. After all, it will create a positive reaction to them. Print ads should have increasing sizes or larger font sizes because potential consumers can read them faster. Avoiding too much or busy texture in the background so that the words and the message can stand out. Proper spacing and applying the correct usage of kerning, leading, tracking, copyfitting, and observing proper typographic hierarchy make it easier for the audience to read. It improves their reading comprehension when the extra line is added. Remember the rule of thumb, two (2) to three (3) fonts only in design and pair the fonts to the brand/campaign's theme. You can create your typography by doing digital lettering or calligraphy; you have to render it on the computer. Source: Ads of the World Source: Pinterest Source: Specky Boy Source: Pinterest Source: Specky Boy 08 Handout 1 *Property of STI  [email protected] Page 5 of 13 AS2001 GRAPHICS/IMAGES The graphics or images you will use in designing an ad should be in line with the brand campaign's theme. It should look clean, professional, and not distracting. Source: Why Not Deals.com Source: Pinterest Right Ratio Equality Campaign Source: Cannes Lions | Adweek Source: Shanti Sparrow 08 Handout 1 *Property of STI  [email protected] Page 6 of 13 AS2001 CREATIVE TYPOGRAPHIC AD AND CAMPAIGN DESIGN A designer cannot just design an ad after giving the type of ad he will be producing. There are processes on how to create a good print ad. Here are the creative processes on how to make a creative ad and campaign design. Ask the 3WH Questions Ideate/Conceptualize the Ad Design Execute Your Ad Design 08 Handout 1 *Property of STI  [email protected] Page 7 of 13 AS2001 1. ASK THE 3WH QUESTIONS - This is the first and most basic step when creating a typographic ad and campaign design. You must understand first what the ad is for and for whom you are designing. You cannot just design without understanding the purpose of why you are designing the material. What is your Who is your target campaign? audience? 3WH How do you want the Where will you put it? audience to respond? WHAT IS YOUR CAMPAIGN? This is the name of the print-ad or what it is all about. Is it for a sale event? Is it for advocacy? Is it for a gaming event? Etc. The campaign is the story of the print ad. Knowing what the campaign is all about will determine the possible design approaches for the print-ad. WHO IS YOUR TARGET AUDIENCE? This is where you determine what type of people should look at the ad and respond to it. Without defining who the target audience is, it will be hard for a designer to do a layout for a campaign because, remember, a design for print-ad should match who the target audience is. For example, you are asked to design for a fashion product, and the campaign is "Winter". If you do not know the target audience, how will you know what should be the right font/s to use for the design that will be enticing to the viewer? What should be the right color palette for the print-ad design? Or what graphic elements should be placed?. WHERE WILL YOU PUT IT? The designer has to know where will the print ad be placed. Is it in a tarpaulin? Is it in the Billboard? Is it near the establishment's escalator? Is it inside the elevator? Is it outside the mall?. First, there are two reasons to design with the correct size so that the image resolution will not be compromised. Second, for the designer to determine what kind of style or design approach, he can apply. For example, the ad will be placed in a billboard, so for it to get noticed, then the font should be bold, then the font color will be red, and then the text should be just one-liner and the image should be bigger for it to get noticed. 08 Handout 1 *Property of STI  [email protected] Page 8 of 13 AS2001 HOW DO YOU WANT THE AUDIENCE TO RESPOND? This is the call to action. This is the information or the print ad statement where the audience can give their response to the print-ad. We have two kinds of a call to action. First is the Direct Call to Action. Those are ads with direct to the point statements like "Buy Now!" "Shop Now!" "Call us to Book Now!". "11.11 Sale!". Second is the Indirect Call to Action. These are print-ads that use only graphics, images, or short statements with the product or brand logo. There is no direct call to action, but it will make them think to look for that brand or product when the audience looks at the ad. "Kahit hindi mo sabihing bumili, basta maganda yung statement o design, hahanapin nila, pupuntahan nila, kukuha sila" (JRDC, 2020) Direct Call to Action Indirect Call to Action Source: Royal Cable FB Page Source: https://advsoc2013.wordpress.com/2013/03/04/semiotic-analysis-heinz-ketchup-advertisement/ - Vegans Campaign: "Eat Yummy, be -Those who want to get thin Healthy!" - Adults age 20-40 years old Brand: Example: Fitness Station Gym Nutrition Month Campaign To be placed in EDSA billboard Audience should inquire and sign up for the program 08 Handout 1 *Property of STI  [email protected] Page 9 of 13 AS2001 x This is the call to action of the campaign. This is how the audience should respond to the campaign which is to "Buy 1, Get 1" of the product. This is what the campaign is all about Where will you put it? - Poster - Store's window - Near the mall escalators Target Audience - General public. - All ages and genders. Source:https://www.facebook.com/davaoplacesblogspot/photos/jollibee-day-buy-1-take-1-davaonovember-29- 2018-save-the-date/707584806284263/ Call to action. How the audience should respond. Where will you put it? - Standee Tarpaulin - Outside the gym Target Audience - Professionals ages 21 - 40 years old. - Health conscious people What is the Campaign all About? Invitation for Gym membership Source: http://www.kathrivera.com/2017/11/anytime-fitness-glorietta-5-branch.html 08 Handout 1 *Property of STI  [email protected] Page 10 of 13 AS2001 2. IDEATE/CONCEPTUALIZE YOUR AD DESIGN - Once you already answered the 3WH questions and understand why you will be creating an ad, for whom it is, and how you want the audience to respond, you need to conceptualize and ideate. This is for you to visualize how you will design the material. Here are the following ways to do the ideation in print-advertising design. 1) Sketching. Conceptualizing is not complete without sketching. This is where you will visualize how your ad will come out, where do you want to place the image, texts, and other elements. Example: Source: Multimedia University Website Image from: Rock Cleo, D New Agency, Design Thinking, Training & Consultancy FB page 08 Handout 1 *Property of STI  [email protected] Page 11 of 13 AS2001 2) Pegs. This is part of visual research. Having pegs doesn't mean you will copy what's in there; it simply means you are getting inspiration from it and will create a much better version. 3) Cross-reference with Other Disciplines. This means if you were creating a typographical print, you would want to learn from TV ads or social media ads and analyze how their designs grabbed the audience attention, what style in their design they probably use, what learnings did you get from other disciplines that you might apply in your ad designs. 3. EXECUTE YOUR AD DESIGN - This is where your ad design will come to life. This is where you will produce your output. OTHER POINTS TO REMEMBER FOR CREATING A GOOD TYPOGRAPHIC AD 1. Every communication must advance your brand image. You've got to make sure it's moving you forward, not backward. 2. Be concise. Every element that you add must be necessary. 3. Protecting the brand. This means you will make sure the logo is displayed, that it's not obscured, and that the advertisement placement will not be near anything controversial. 4. Find a way to grab attention. , it might be a catchy headline. That headline should be written in your brand's tone. If you are cheeky, be cheeky. If you are confident, be confident. If your brand has a snarky side, well, be snarky. It just must be attention-grabbing and on-brand. From there, make sure your value proposition is clear. For businesses, this is their differentiating factor, and you must display it. 5. Make sure you have a call to action and reason why. Maybe it is "call today and save 10%" or "book now for a free consultation". Make sure there is a call to action and the reason to take it. Source: Batesole, B. (2020). Offline Marketing Foundations. Lecture, LinkedIn Learning 08 Handout 1 *Property of STI  [email protected] Page 12 of 13 AS2001 References McCarthy, M., & Mothersbaugh, D. (2002). Effects of typographic factors in advertising-based persuasion: A general model and initial empirical tests. Psychology And Marketing, 19(7-8), 663-691. https://doi.org/10.1002/mar.10030 Homstrom, K. Diggles Creative. Diggles Creative. Retrieved 10 September 2020, from https://www.digglescreative.com/blog/importance-of-typography-in- advertising.html. Importance of Typography in Advertising. The Business Fairy. Retrieved 10 September 2020, from https://thebusinessfairy.ie/importance-of-typography-in-advertising/. MDG Advertising. Retrieved 10 September 2020, from https://www.mdgadvertising.com/marketing-insights/infographics/design-matters-what-marketers-need-to-know- about-color-and-typography- infographic/?utm_source=outreach&utm_source=hs_email&utm_medium=email&utm_medium=email&utm_campaign=blog_2257&utm_content=cta&utm_content=631 57136&_hsenc=p2ANqtz-9YUEqp8A0Wox9w1W5iAVXxwb9YkPNZJkkyozVI7V5pcM-gy8yl72AxjaRe_zpQf5LtZelM-lZiHKb9KBCKElXoxf56Ow&_hsmi=63157136. Typography in Advertising Design. Dotugo Blog. (2020). Retrieved 10 September 2020, from https://dotugo.com/blog/87-advertising/260-typography-in-advertising- design.html. Batesole, B. (2020). Offline Marketing Foundations. Lecture, LinkedIn Learning. Cleo, R. (2020). How to Create dazzling graphics that pops!. Lecture, Graphic Artists of the Philippines Facebook Live Webinar. 08 Handout 1 *Property of STI  [email protected] Page 13 of 13

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