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Visual Communication in Advertising

This document discusses the significance of visual communication in advertising, emphasizing its role in capturing attention and enhancing brand image through effective visuals. It highlights the importance of layout, composition, and storytelling in conveying messages and emotions to consumers. Additionally, it outlines the impact of visuals on memory retention and the planning process for video and web design.

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16 views22 pages

Visual Communication in Advertising

This document discusses the significance of visual communication in advertising, emphasizing its role in capturing attention and enhancing brand image through effective visuals. It highlights the importance of layout, composition, and storytelling in conveying messages and emotions to consumers. Additionally, it outlines the impact of visuals on memory retention and the planning process for video and web design.

Uploaded by

abc
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

COMMUNICATIONS

AND ADVERTISING

CAA201
CHAPTER 11:
VISUAL COMMUNICATION
PART 1

2
Question to explore
• What is the role of visual communication in
advertising?
• How can we define layout and composition,
and what’s the difference between the two?
• How are art and color reproduced in print
advertising?
• What are the steps in planning and
producing video?
• What are the basic techniques of Web
design?

3
What is the Role of
Visual Communication?

4
What is the Role of Visual
Communication?

Consider the picture of “Fearless girl” from this


chapter.

Success came from consistent graphic presentation


of the brand in its marketing communication.

In effective advertising, it’s not just the words that


count -- the visuals must communicate too.

Visuals do some things better than words, such as


demonstrate something.
5
Copyright © 2015 Pearson Education, Inc. publishing
as Prentice Hall 6 6
Visual impact

An intriguing idea grabs attention and sticks in


memory.

A picture in a print ad captures more than twice


as many readers as a headline does.

People remember ads with pictures more than


those with just type.

7
Visual impact
The effective use of
visuals can be
related to the Facets
Model of Effects:

Grab attention
Stick in memory
Cement belief
Tell interesting stories
Communicate quickly
Anchor associations

8
Visual impact

IBM used a chick and an egg to


demonstrate the smallness of
its
hard disk drive, which is about
the size of a large coin.

9
Brand image and position

Marketing communication plays a major role in creation of


a brand image.

Much of this is conveyed through visual elements.

Logo

Package design.

10
Importance of logo

11 1
1
12
Unilever brands

Copyright © 2015 Pearson Education, Inc. publishing


as Prentice Hall 13 1
3
Mission: Adding vitality to
life

Copyright © 2015 Pearson Education, Inc. publishing


as Prentice Hall 14 1
4
Copyright © 2015 Pearson Education, Inc. publishing
as Prentice Hall 15 1
5
16 1
6
The distinctive illustration style from the SeaPort Air
campaign was used to paint an ad on a building in
Tillamook, Oregon.

17
Visual storytelling

In visual storytelling, the visual sets up a narrative


that must be constructed by the reader or viewer.

This is even more important for conveying abstract


concepts.

Art directors design images that tell stories and


create brand impressions.

Read the blog


[Link]

18
Emotion and visual persuasion

Visual impact and storytelling come together in


persuasive messages.

These are designed to touch emotions and “move”


the consumer to respond favorably to the brand.

In many situations, emotion is the key driver of a


prospect being “turned on” to a message.

19
Where We’re Headed Next

• How are art and color reproduced in print


advertising?

• What are the steps in planning and


producing video?

• What are the basic techniques of Web


design?

20
Q&A

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