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Principles of design
1. 2. 3. 4. Use simple layouts. Headlines are short, powerful, and to the point, and the image tells the story quickly. Does not use dense, lengthy blocks of ad copy. Design ads with optimal flow we read from top to bottom and left to right. Ads that make the reader fight this natural tendency lower comprehension. 5. Photos are generally most effective compared to illustration. 6. Whenever possible, show action or a product in use (rather than a static shot).
www.bcit.ca/marcom/brand/adprinciples.shtml
10/28/13
Frequency
The higher the price, the higher the frequency needs. Research has shown that brands with longer purchase cycles are likely to benefit from higher frequencies of exposure. An image ad, a new campaign or a complicated message requires more frequency. Weak advertising will not work no matter what the frequency. With any multi-media campaign, make sure the creative is synergistic (the same look and feel across all media). Advertising is most effective when a person is in the market to buy. Messages have the greatest effect when they are received close to purchase.
BCIT
www.bcit.ca/marcom/brand/adprinciples.shtml
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