Effective Advertisements

Effective Advertisements

What makes an advertisement effective?

Color Psychology

It’s no secret that color psychology is one of the most common and effective techniques used in advertising.

Color psychology analyzes the influence of colors upon human behavior, decision-making, and, ultimately, purchase. 

Color Psychology

Color schemes have the power to send powerful messages without the use of too many words, as they set the tone of everything that follows.

In color psychology, every shade has a different meaning. For example, black can be used to make a product look elegant and luxurious. White can symbolize minimalism, and yellow is a universal, accessible color that brings contrast to visuals.

Example

Take, for example, one of the latest California Market Center’s advertising campaign, in which no visual element is sloppy or neglected:

Multiple Choice

__________ analyzes the influence of colors upon human behavior, decision-making, and, ultimately, purchase.

• Psychology

• Color Psychology

• Humanology

Typographic Composition

Typography is an essential part of both advertising and design. 

Fonts have the power of influencing the way that your audience perceives a message, as they can further depict information and make visual storytelling more effective.

Typographic Composition

When creating an ad, think about how you can pair fonts, and don’t forget to make sure that both styles are in perfect balance and complement the ad’s color palette. 

Multiple Choice

Typographic Composition refers to an advertisement's...

• font and how it should compliment the advertisement.

• the way letters are typed into an advertisement.

• the type of product you are advertising.

Symbolism

This is another visual technique that relies on the use of symbols in advertising. Symbolism uses dramatic visuals, metaphors, or similarities to draw attention and interest towards a product. 

Take this ad from Heinz as an example.

Symbolism

The ketchup bottle took the shape of sliced tomatoes, and they also added a catchphrase at the end to exhibit the product’s quality.

Multiple Choice

What do the french fries symbolize in this McDonald's ad?

• Fries

• Stairs

• WiFi

Emotional Appeal

It’s safe to say that emotionally charged ads can go straight to your audience’s heart, as the emotional appeal technique has proved to be one of the most persuasive approaches in advertising. 

Emotional Appeal

Advertisements that evoke human emotions, such as happiness, sadness, surprise, fear, anger, or disgust, create engaging experiences for consumers.

With the use of association and symbolism, promoters motivate potential customers to take specific actions.

Multiple Choice

True or False: Evoking emotion will NOT persuade people.

• True

• False

Facts and Statistics

The usage of facts and statistics is a popular technique used in promotion.

They can be persuasive by calling out the rational part of the human brain.

It is important to remain factual and credible in your advertisement so people don't consider you claims "Fake News."

Be TRUTHFUL

Be truthful. Whatever advertising medium you select, make sure your message is ethical and truthful. There are stringent laws regarding deceptive practices and false advertising.

Multiple Choice

How does the use of facts help persuade people?

• It appeals to the rational brain.

• It gives them Fake News

• Numbers are visually appealing

Minimalism

Communicate a simple, single message. People have trouble remembering someone's name, let alone a complicated ad message. For print ads, the simpler the headline, the better.

Multiple Choice

What is encouraged by minimalism?

• Using small pictures in your ad.

• Keeping the ad simple and not too much to remember.

• Making an ad small.