I researched this to see conventions in other media and multi-media campaigns. It gave me industry knowledge and helped me to look at effective visual narrative and messages.
Sources used were;
Wikipedia
Google Images
Instagram
I began my research by looking at numerous print adverts, and seeing conventions of print adverts. Print adverts have an average of 3 seconds to convey a message to a passing consumer. Therefore, looking at print ads helped me to see how to quickly and effectively convey a message to a consumer.
Print adverts use bold colours and a heavy use of primary colours to help achieve standout. As a result the adverts are visually striking and eye-catching to passing people. The colour can also sometimes help to convey the brand message and brand recognition. This is clearly visible in the McDonalds advert, where the colour scheme is mainly red - a core part of their brand.
Print adverts tend to use easily legible, simple and bold typefaces. The font is also usually contrasting to the background so it's easy to read and interpret the main message. This helps to quickly convey the advert message, campaign idea and brand to associate this with. This is clearly visible in the GrubHub advert below, where the font is bold, contrasting and easily legible.
The messages of the adverts are single minded and simple as they have a short period of time to communicate and leave a memory of the brand. The message is usually the brand slogan/ end line, name and logo. This is clearly shown in the Deliveroo adverts, where the message is short and ties the billboard to the larger multi-media campaign by having the campaign title as the main message.
Print adverts often use images of the product to create a sense of desire and make the service look aspirational. The picture also greatly helps with visual story-telling as it is quick to relay to the consumer. The images usually take up the majority and/or the centre of the ad.
There is always prominent branding on print ads with a visible logo, name and colour scheme throughout.
These are a few examples of the print ads I analysed to reveal conventions and effective messages relayed quickly.
I also looked at Instagram adverts as a Deliveroo advert popped up on my feed while I was researching this form of media. The advert is 4 slides long and is advertised on Instagram to the particular target audience required for the company. This is called a sponsored post.
Slide 1 shows quality food, with lots of choices evidently shown. There is a catchy phrase in a bold and clearly legible font to give a direct statement summing up the intent of the advert. The background is also the brand colour scheme, which is used in the adverts, delivery driver bikes and clothing. 'Out now in Barnet' personalises the advert to the customer's location for relevance.
Slide 2 shows a range of desirable and well-known brands that are in demand, to help attract potential customers and engage the target audience. It also reinforces the choice and variety of the brand.
Slide 3 shows a rating of the service, helping to give it credibility and show itself as a trustworthy and respected brand. It also shows the brand's USP and an edge over competitors. The short statement shows the brands efficiency and is created in order to drive sales.
Slide 4 shows the brand name and logo - reinforcing the brand identity. It also has a tab underneath throughout the advert called 'order here'. This takes you straight to the ordering page on their website, helping to gain sales out of convenience and impulse.
This research was valuable in teaching me about the impact of effective branding and the importance of a unified brand message in a campaign. I hope to carry forward the idea of a unified brand message into my adverts. This has beneficial to my project as I have also learnt the use of visual storytelling to quickly convey a powerful and memorable message. I will try to apply this theory to my adverts to increase memorability and reinforce the brand.
No comments:
Post a Comment