There are many attractive, compelling, and provocative visuals that lure us to click, read, or watch these days. We just move on until we find something that interests us. It’s true that words can also do this. It would actually be better to use phrases. A combination of information and the right amount can stop us from falling asleep and get us to pay more attention. The right image and the right combination of information can make you a winner. Let’s go one step further. The right combination of words and visuals, combined with a professional presentation, can lead you down the path of no returns. Without even realizing it, you’ve been captured.
The attraction is so powerful that you lose all awareness of the fact that you have been taken in by it. Your curiosity propels you deeper and deeper into this beckoning abyss. This is the essence of effective advertising, which is one of the most powerful manipulative forces in the universe. This phenomenon transcends culture, intelligence, profession, as well as every other human characteristic. It is capable of moving entire lifeforms to the desired destination.
We are a fickle bunch. We are a nation that is unable to pay attention for more than a nanosecond. It seems we are riding on the latest craze. We are currently all involved in the LeBron James case, the BP oil leak, the obesity epidemic, and the global recession. Give it a few days, and you’ll see a new range of current issues created by the buzz from that day’s spin.
Marketing excellence is a difficult task for anyone aspiring to be a market leader. The many marketing methods available to us, which include the predominance visual driven ones, make it difficult for marketers to be successful. I therefore reintroduce this article: graphic design.
What is graphic design? Graphic design is art and science. It’s the ability to present a visual presentation with the trappings intellectual brilliance and psychological influence. Graphic design is the art of maximizing viewer reactions by using style and content. It ensures that message delivery is memorable, persuasive, and lasting.
You will be overwhelmed with visual stimuli as you walk down aisles in supermarkets, drive along major thoroughfares, or browse the Internet. These are the variables that determine our choices. Are we more responsive to bold, rich and large or subtle, delicate and pale? Are you looking for something modern or traditional? Do you prefer plain or embellished? Are you looking for something simple or something more? Are you smart or dumb? Is it ridiculous or sublime? There are many other options. Graphic design is a powerful tool that grabs us by our throats and forces us to act impulsively according to our instincts of taste and preference. We either love it or hate it in a flash. You can either accept it or ignore it.
Marketing teams can take a big risk when they are relying on one concept that uses a specific style of graphic design. Sales professionals know that you cannot please everyone. Tell that to the client who demands the silver plated moon.
Which is better: the tried-and-true or the innovative and revolutionary? Are people more comfortable with the same thing they know or do they prefer the novelty and excitement of new things? It all depends on the market you’re targeting. Some marketers use the tools of graphic design to lure the masses with their tricks of the trade, which often include claiming suspicious origins and miraculous claims. There are also those who resort to sophisticated overtures in order to convince a segment of the market to swallow their pitch. My parents, who were octogenarians, used to be in this category. They would accept a letter telling their families that they were worthy to belong to a distinguished group that recognized higher quality as a sign of true quality. These are the tricks that make this profession look bad! Reliable vendors are few and far between. They represent their products fairly and unambiguously in a way that reflects the highest standards of excellence.
The graphic designer is required to be able to perform the following roles: expert marketer, client liaison and creative director; copy editor and visual conceptualizer; and sometimes, duplicitous prevaricator or deceptive exploiter. This is the case even for small businesses.