10 steps to improve your advertising design

By Broc Sears

Transcript

1. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN
2. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN
3. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN
4. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN 1. Know your target audience n Research should give you solid background. n Tradition and culture should guide you towards succesful decisions.
5. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN 2. Capture the viewer’s attention n Image(s) to help the ad stand out and create a lasting impression n Text to further grab attention, entice the reader to continue reading and search for more infor- mation
6. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN Bob’s House of Burgers The Best Burgers on Main Street Bob’s House of Burgers 2222 Main Street Stickwater, Texas 76111 778-889-1234 M-F: 6 a.m. to 4 p.m. Sa: 7 a.m. to 3 p.m. Su: Closed... because momma sezs so! VOTED BEST BURGER IN TOWN 2004, 2005, 2006, 2008, 2009, 2011 Home of the: Happy Burger Longhorn Burger Mashed Tater Burger Cheese Monster Burger Buffalo Burger Eggs Over Easy Burger Steak Burger Chicken Fried Chicken Burger and more! Breakfast burgers, eggs, hotcakes and biscuits and gravy every day.
7. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN Bob’s House of Burgers The Best Burgers on Main Street BOB’S HOUSE OF BURGERS 2222 MAIN STREET STICKWATER, TEXAS 76111 778-889-1234 M-F: 6 A.M. TO 4 P.M. SA: 7 A.M. TO 3 P.M. SU: CLOSED... BECAUSE MAMMA SEZS SO! Voted Best Burger In Town! ’04, ’05, ’06, ’08, ’09, ’11 Home of the: Happy Burger Longhorn Burger Mashed Tater Burger Cheese Monster Burger Buffalo Burger Eggs Over Easy Burger Steak Burger Chicken Fried Chicken Burger and more! Breakfast burgers, eggs, hotcakes, biscuits and gravy every day.
8. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN Your lunch look this good? Bob’s House of Burgers BOB’S HOUSE OF BURGERS 2222 MAIN STREET STICKWATER, TEXAS 76111 778-889-1234 M-F: 6 A.M. TO 4 P.M. SA: 7 A.M. TO 3 P.M. SU: CLOSED... BECAUSE MOMMA SEZS SO! Voted Best Burger In Town! ’04, ’05, ’06, ’08, ’09, ’11 Home of the: Happy Burger Longhorn Burger Mashed Tater Burger Cheese Monster Burger Buffalo Burger Eggs Over Easy Burger Steak Burger Chicken Fried Chicken Burger and more! Breakfast burgers, eggs, hotcakes, biscuits and gravy every day.
9. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN 3. Capture the viewer’s interest n Establish a need n Create a bond n Give/hint at something special
10. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN Your lunch look this good? Bob’s House of Burgers BOB’S HOUSE OF BURGERS 2222 MAIN STREET STICKWATER, TEXAS 76111 778-889-1234 M-F: 6 A.M. TO 4 P.M. SA: 7 A.M. TO 3 P.M. SU: CLOSED... BECAUSE MOMMA SEZS SO! Voted Best Burger In Town! ’04, ’05, ’06, ’08, ’09, ’11 When you need fast, friendly lunch service in a convenient Main Street location, Bob’s is your place. This hometown diner offers up 15 custom-made burgers including the Longhorn, Mashed Tater, Cheese Monster and Buffalo. In the morning, Bob serves up breakfast burgers, eggs, hotcakes, biscuits and gravy.
11. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN 4. Create desire for your product Users think they need your product but are not sure. Make them certain. n Problem? Give a solution. The more enticing, the better. n What’s in it for them?
12. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN Your lunch look this good? Bob’s House of Burgers BOB’S HOUSE OF BURGERS 2222 MAIN STREET STICKWATER, TEXAS 76111 778-889-1234 M-F: 6 A.M. TO 4 P.M. SA: 7 A.M. TO 3 P.M. SU: CLOSED... BECAUSE MOMMA SEZS SO! Voted Best Burger In Town! ’04, ’05, ’06, ’08, ’09, ’11 When you need fast, friendly lunch service in a convenient Main Street location, Bob’s is your hometown diner. Bob’s rustles up 15 hot and juicy custom-made burgers including the Longhorn, Mashed Tater, Cheese Monster and the only Buffalo Burger grilled to your preference within 100 miles. In the morning, Bob serves up breakfast burgers, hotcakes, biscuits, gravy. and eggs your way.
13. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN 5. Create a call to action The ad has attracted, created interest and desire. Now call the viewer to take the final step. n Special offer, limited-time, coupon, BOGO. n Visit the website, register, call today, drop by.
14. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN Your lunch look this good? Bob’s House of Burgers BOB’S HOUSE OF BURGERS 2222 MAIN STREET STICKWATER, TEXAS 76111 778-889-1234 M-F: 6 A.M. TO 4 P.M. SA: 7 A.M. TO 3 P.M. SU: CLOSED... BECAUSE MOMMA SEZS SO! When you need fast, friendly lunch service in a convenient Main Street location, Bob’s is your hometown diner. Bob’s rustles up 15 hot and juicy custom-made burgers including the Longhorn, Mashed Tater, Cheese Monster and the only Buffalo Burger grilled to your preference within 100 miles. In the morning, Bob serves up breakfast burgers, hotcakes, biscuits, gravy, and eggs your way. Bring this ad with you and get a free beverage with your order. Voted Best Burger ’04, ’05, ’06 ’08, ’09, ’11
15. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN This week only: 2 for 1! Bob’s House of Burgers BOB’S HOUSE OF BURGERS 2222 MAIN STREET STICKWATER, TEXAS 76111 778-889-1234 M-F: 6 A.M. TO 4 P.M. SA: 7 A.M. TO 3 P.M. SU: CLOSED... BECAUSE MOMMA SEZS SO! When you need fast, friendly lunch service in a convenient Main Street location, Bob’s is your hometown diner. And this week only, bring this ad with you and get any 2 burgers for the price of 1. (EXP: 11.11.11) Bob’s rustles up 15 hot and juicy custom-made burgers including the Longhorn, Mashed Tater, Cheese Monster and the only Buffalo Burger grilled within 100 miles. In the morning, Bob serves up breakfast burgers, hotcakes, biscuits, gravy, and eggs your way. Get on down to Bob’s. Voted Best Burger ’04, ’05, ’06 ’08, ’09, ’11
16. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN 6. Type is art Not having a photograph or artwork is not the end of the world. n Good headlines have strong attraction. n Good typography makes them stronger.
17. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN Or bring it in to Bob’s for a buy one get one free deal. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam rutrum lacus vel elit commodo vel vehicula justo aliquet. Etiam suscipit euismod mauris. Curabitur ut arcu nisi, eget aliquet odio. Sed a ante leo, non aliquam sapien. Vestibulum euismod varius aliquet. Duis placerat placerat nulla, a sagit- tis lectus fringilla vitae. Aliquam id erat et enim malesuada consequat id nec erat. Etiam vitae turpis eros, et dictum nisl. Vestibulum ut justo leo, at ultrices metus. Ut semper lacinia elementum. Suspendisse eleifend consequat mauris at semper. Nullam feugiat arcu ac odio fringilla vel euismod ipsum dignissim. In feugiat tristique mi ut gravida. Fusce eget urna ante, a dictum urna. In felis turpis, lobortis sed consequat sed, porta at nunc. Vestibulum posuere convallis magna non sollicitudin. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Sed luctus, arcu Bob’s House of Burgers 2222 Main Street Stickwater, Texas 76111 778-889-1234 M-F: 6 a.m. to 4 p.m. Sa: 7 a.m. to 3 p.m. Su: Closed... because mOmma sezs so! Bob’s House of Burgers Voted Best Burger ’04, ’05, ’06 ’08, ’09, ’11 EAT THIS AD!
18. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN It’s 2 for 1 burger week at Bob’s Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam rutrum lacus vel elit commodo vel vehicula justo aliquet. Etiam suscipit euismod mauris. Curabitur ut arcu nisi, eget aliquet odio. Sed a ante leo, non aliquam sapien. Vestibulum euismod varius aliquet. Duis placerat placerat nulla, a sag- ittis lectus fringilla vitae. Aliquam id erat et enim malesuada conse- quat id nec erat. Etiam vitae turpis eros, et dictum nisl. Vestibulum ut justo leo, at ultrices metus. Ut semper lacinia elementum. Sus- pendisse eleifend consequat mau- ris at semper. Nullam feugiat arcu Bob’s House of Burgers 2222 Main Street Stickwater, Texas 76111 778-889-1234 M-F: 6 a.m. to 4 p.m. Sa: 7 a.m. to 3 p.m. Su: Closed... because mOmma sezs so! Bob’s House of Burgers Voted Best Burger ’04, ’05, ’06 ’08, ’09, ’11 Time to pay back the lunch you owe.
19. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN It’s 2 for 1 burger week at Bob’s Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam rutrum lacus vel elit commodo vel vehicula justo aliquet. Etiam suscipit euismod mauris. Curabitur ut arcu nisi, eget aliquet odio. Sed a ante leo, non aliquam sapien. Vestibulum euismod varius aliquet. Duis placerat placerat nulla, a sag- ittis lectus fringilla vitae. Aliquam id erat et enim malesuada conse- quat id nec erat. Etiam vitae turpis eros, et dictum nisl. Vestibulum ut justo leo, at ultrices metus. Ut semper lacinia elementum. Sus- pendisse eleifend consequat mau- ris at semper. Nullam feugiat arcu Bob’s House of Burgers 2222 Main Street Stickwater, Texas 76111 778-889-1234 M-F: 6 a.m. to 4 p.m. Sa: 7 a.m. to 3 p.m. Su: Closed... because mOmma sezs so! Bob’s House of Burgers Voted Best Burger ’04, ’05, ’06 ’08, ’09, ’11 Bring your spouse... or don’t.
20. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN 7. Collect. Dissect. Reflect. Looking at other ads is good. Collecting them and developing a routine o discovery is better. The habit establishes good judgment, skills and insight. n Clip folders should flourish on your desktop. n Tearsheets still work.
21. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN
22. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN 8. Find (and keep) good resources Look for free art, free type, free tutorials, etc. n Vary your search strategies. n Swap resources.
23. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN http://www.brocsears.com/freestuff.html
24. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN 9. Make a copy then play! Digital tools make possibilities endless. But too often we run down straight lines to the solution. Copy and save your final ad or comp and on a new file: n Make art, headlines or text much, much larger. n Make art, headlines or text much, much smaller. n Change colors, textures or values. n Reverse out all the type... or don’t n Delete the art, headlines or text. ... and do it all in five minutes!
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26. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN 10. Show it to a real person. We often work so close to our projects we truly can’t see the forest from the trees. n Find a good “feedback sources” in your life. n Find a design colleague who is willing to exchange critiques.
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28. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN Questions?
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30. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN NEXT 9 Welcome and introductions 9:20 What the heck is visual communication? 9:40 Principles and fundamentals 10:40 Break 10:50 Typography 11:40 The creative process 12:30 Lunch 1 10 things you can do to improve advertising 1:50 Break 2 10 things you can do to improve editorial 2:50 Break 3 10 things you can do to improve other stuff 4 Close
31. 10 WAYS TO IMPROVE YOUR ADVERTISING DESIGN THEN 9 Welcome and introductions 9:20 What the heck is visual communication? 9:40 Principles and fundamentals 10:40 Break 10:50 Typography 11:40 The creative process 12:30 Lunch 1 10 things you can do to improve advertising 1:50 Break 2 10 things you can do to improve editorial 2:50 Break 3 10 things you can do to improve other stuff 4 Close