Advertising and marketing, design and public relations, influence and persuasion – they all fascinate me. I love to listen to Terry O’Reilly’s show on CBC (both Age of Persuasion and Under the Influence). I’m actually reading one of his books, The Age of Persuasion, right now. I’m also reading a book on the science of shopping: Paco Underhill’s Why We Buy.
I like to read about the effect, styles, creators, the history, sociology, the science and craft behind them and their craft. I consume books on advertising design that illustrate the power of art, photography and word that can engage and galvanize consumers (as opposed to the dreary Collingwood town ads in the Enterprise-Bulletin, which merely bore and deter them…).
And, unlike most of you, I actually pay attention to the framework of the ads – the typography, the photography, the design, the colours and contrast. I look at advertising and marketing with a far more critical eye than many. While I lack the skills of a designer, I have at least an appreciation of the art and skills required (and, as some readers know, am periodically, mildly obsessed with typography).
In the Internet Age, how does on stand out amidst the clutter and the noise. How does one position a business, a store, a product in a veritable ocean of competition, all screaming for attention?
Estimates of how many advertisements, brands or product placements the average person encounters in a single day range from about 600 to more than 10,000. It’s tough to stand out in that crowd. Ad clutter tends to turn off the audience, rather than engage it. Bad layout and puerile typography drive them away.
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