Or how to attract attention with design
The primary goal of special effects is to draw attention to the printed product and the information you want to convey in print. Sometimes creativity is more important than the special color or special background. Good design is often enough for a printed message to find its way to its customer.
How to make a design that will stand out in the sea of commercials? Below we bring you the most important elements of good design that will draw your attention to your printed product.
Sometimes someone’s work surprises us positively and our first reaction is “wow”, “excellent”, “super”, “too good” … or some other similar adjective, from the adjective wow came the term wow effect, in print, which in marketing, it is used for works that, with their creativity, design or some other part, go beyond the scope of standard advertisements and remain in our memory for a long time. Often, special colors or complex technical designs are not required to create a wow design. A lot of observers of the wow effect experience this with a simple design. However, there are some rules you can follow and hope that your ad will enter the group of wow print ads that will remain in the memory of viewers for a long time.
VISIBILITY
Various studies of perception have revealed that the human brain, by concentrating on a certain detail, misses other elements that surround us. In a sea of advertisements lined up along the way, all those that are not noticeable at first, whether in size, color or shape, will be erased by our brains. We will remember one that is very large, goes beyond certain limits, or may have large striking letters. The human brain deletes or ignores all unnecessary things in order to avoid a large amount of unnecessary information. So the first criterion to be met in achieving a wow effect in print is to ensure that the design is visible at first. This is easiest to achieve with dynamics. Dynamic ads are more noticeable than static ones.
SIZE
We all notice advertisements for large retail chains because they are always positioned on mega billboards. Such advertising spaces are not common due to the high cost of production. The size itself affects visibility, but on the other hand, printing such a large advertisement requires a large cost.
DYNAMICS
If you are limited by budget, try adding some elements of dynamism to your ad. A simple example is placing light effects on a standard billboard on the road. The simplest example is mounting LED lighting on the most important elements of your design in the middle of a billboard. It is not a big expense financially, and it will draw attention to your ad.
Dynamics can also be achieved with various mechanical parts that are driven by the use of wind or the installation of small engines. Research has shown that the human eye remembers advertising in which objects move more than where they are static. It raises their adrenaline and desire to shop.
UNEXPECTED ELEMENTS
To achieve the best possible wow effect people should be offered some unexpected elements. So, something that does not belong to the environment of everyday life. Placing a 3d hamburger on a billboard along the highway will certainly encourage the desire for lunch with the observer, and additional information with the name and distance from the restaurant can provide additional necessary information.
EMOTIONS
Emotions are very important in creating a good advertisement. Depending on the advertising message, you should focus on some of the emotions, and among the most commonly used ones is certainly happiness. Happiness is used to connect the brand with children, family, emphasizing tradition. An important emotion is hunger, it is used by restaurants and various fast food chains. By using this emotion, the observer wants to provoke a feeling of hunger, that is, the desire to consume their product. Anger is a strong emotion that creates shock in the observer and stays in the memory for a long time. The emotion of disgust is often used by pharmacists, such as toenails with fungus. Pharmacists in such advertisements offer a solution to the problem. Sadness is one of the emotions that arouses compassion and empathy in the observer. Other strong emotions such as fear or surprise are also used.
Emotions are a very important item in advertising, because people often make decisions based on emotions without a real need for the product.
POSITION
There is not much to say about the importance of the position. Imagine the best advertisement in the world in your yard, it will not bring you anything, because no one sees it.
Creating a wow advertisement often does not require some great resources, but a little imagination, filling the form, through the use of some of these elements. You will not need printing help to create most of these effects, but you will certainly achieve an even better result with it.