Most of the people think that designing is all about appealing the eyes while most of the designers and advertising firms can fall into this category. They give so much importance to the designing elements that they miss out on the general communication that needs to be conveyed and addressed. Most of them as experienced have either followed a trend that was hit in the market or they go with the visual appeal without giving importance to the communication that needs to be addressed and the various mediums used for communication like the hoardings, billboards, etc. For information sake there are many modes of communication that needs to be addresses but here we will speak about the two main modes of communication i.e. Communication through designing and the mediums of communication followed.
Mediums of Communication
The mediums of communication is the channel that is used while displaying your advertisements. There are many forms of channel like the Out of home Advertising that is done via Hoardings that you see placed on buildings displaying ads from various companies, Posters, Bus Advertising, Lamppost Banners, Street Advertising, Postcards, Taxi, Mobile Billboards are those big banners posters that are movable. It’s imperative for the marketers to follow standards while designing the elements as well as understand the best medium of conversation.
A few examples of the worst sorts of mediums used for advertisements which have been followed suit and a few advertisements which never made any sense to the world. Beginning from the recent and the worst advertisement ever seen. At the metro station the entire train was plastered with the posters not even a minute space was left out, from the windows to every inch of the trains was covered. The moment one entered the stations it felt like they are being suffocated to see what my company looks like. See what I have in store for you. They were suffocating the audience with their display. If the marketers had a chance they will begin branding on the sky on the trees and the leaves. That was plain horrible. Get new but not this new that you message suffocates the audience.
Communication through designing
When we design posters, banners, billboard, etc the designers need to keep in mind not just the designing elements of the posters but also the communication. Now what is the communication? Does it mean a separate write up? Not necessarily. Communication can be made via designing. But it not always necessary that you need to fill the designing with with all the good designs you come across the internet. What is there is a set of audience who is well aware of image that you just plastered it from a different place? The message that you give out to the audience is that of plagiarism. Which will not hold any relevance to your brand image. Building your brand image and through information overload or designing overload is an extremely bad idea. For people are way too busy in their lives, we as marketers understand that they have a lot of hassles to deal with and if we don't present ourselves precisely then we might go in for a toss. If there is information overload they will not even bother to look into your faces. So preciseness is the word here. Be precise, be minimalist but be strong with the one word that you choose or be strong enough with that one image you chose to display it’s imperative to know that it is not copied from somewhere else. Because plagiarism can be the worst mistake from designers. You can communicate a message via a simple image or even one word, but make sure that one thing is strong enough to hit the audience in their mind.
In order to have the desired effects and results for your campaign and advertising its highly suggested to sit for a brainstorming session. First highlight the USP’s of the products and what makes the product stand out from the other products. Then define the target audience. Which kind of audience would like to use that kind of products and where will they be found in majority. Will be they be found nearby homes, colonies or societies or will they found in malls, pubs, bars, offices, trains, metros, roads. Defining the right kind of target audience and the right mode of communication is almost half of the campaign is achieved. It is not always imperative for a company to go for those mode of communication that is expensive like the Tv commercial or hoardings. Initially they can begin with the Pilot Campaign where the campaign is first tried and tested and according to success measurement then the campaigns are carried forward to other forms of advertisements.
Campaign involves the expense of a lot of money so its wise to not to follow what has already been done going by the obvious. Research, Analyze and make your own perspective, take opinions of smart people, brainstorm over the idea and do something new and strategic. Give people something new to look forward to.
Always Be New!
Being new, being innovative is something that can never go obsolete. To be new is not always easy with all that workload it can be a tough call. Any form of an innovation is inspired. But if you inspire yourself from just one project then you are the most foolish person on earth. Because its equivalent to plagiarism. But what if you copy or inspire from various works of creative people. Copy your work from ten it will be somewhat new but if you copy from hundred then your work will have the most original effect it can ever have. Because what happens is when you put an idea inside your head from one project and the second idea from the second project and so on and so forth the hundred ideas that have been now registered in your brain will jumble up and form a new idea.