The term visualising is used in two different senses by advertising professionals. At times they talk of “visualisation” in the broad sense of “Shall we put the idea into words or into pictures?” At other times they refer to the execution of the “visual” idea – the elements, such as layout, illustrations, colours, and the like, that give shape to the idea of the advertisement. .
Creative advertising professionals must think visually and verbally at the same time, whether they are copywriters or artists. Below are some guidelines for emphasising the visual portion of an advertisement.
1. To get a point across fast
2. When the product is new or not widely recognised
3. If the product has innate visual appeal
4. If the appeal is primarily emotional
5. If mood is more important than factual information or narrative
6. When awareness of an idea or the package is a more important objective than the action to be taken
7. When impulse sales in self-service stores are important
The advertising layout is designed to perform both mechanical and symbolic functions. Physically, the layout is the plan that indicates where the component parts of the ad (headline, illustrations, text, and so on) are to be placed for most effective communication. The layout guides the copywriter in planning copy and the lettering specialists, typographers, and other production experts in their work. The layout also provides a guide for estimating costs. These are among the important mechanical functions of a layout for a print advertisement.
The layout also performs a symbolic, or psychological, function. The final layout, transformed into the finished advertisement, gives the audience its first impression of the organisation sponsoring the advertisement. A very formal layout gives the impression that the advertiser is stable, conservative, and solid. A modern, informal layout gives the same audience the impression of a dynamic company with innovative new products. Considerable white space in an ad projects an image of exclusiveness and “class”. Conversely, a layout crowded with elements and heavy black type, or with white type on a heavy black background, gives the impression of a “discount” organisation and is frequently used in retail advertising.
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