“A picture is worth a thousand words.”
Everyone in the advertising circles is familiar with these astute words. While many advertisement campaigns owe their success to effective use of illustrations, there are numerous others which have floundered due to faulty utilization of illustrations. Visual images are the first step to grabbing the attention of the target audience. And it is only by grabbing eyeballs that the advertisement can persuade the audience to read or listen to the entire message and convert them into customers. Given the importance of the illustrations in advertisements, they require the attention of well-trained professionals who will pay attention to these nuances.
Accurate Use of Illustrations: The illustrations are being used to draw attention and promote a product or service. Therefore, illustrations should blend in well with the overall theme of the advertisement campaign and not stick out like a sore thumb. If it does, then visuals become counterproductive and instead of drawing attention to the message being conveyed, the illustrations will distract the audience and the message will be lost.
Awareness of Target Audience: The manner in which the advertisement campaign is planned and the illustrations are used will depend entirely on the target audience. The message of the advertisement has to be compiled keeping in mind the gender, age and other important details of the potential customers. Illustrations can be used to provide clarity and precision to the advertisement if there is a clear and sharp focus on the target
Balance of illustrations and text: For maximum impact, the advertisement should have the correct balance of illustrations and the text. Too many illustrations or too much text will only confuse the potential customer. Illustrations should be attractive and in sync with the text. Both the quality and the quantity of illustrations used should enhance the effectiveness of the advertisement campaign. The text should be clear, precise and useful in delivering the message with regard to the product or service. Placement of all the elements in the advertisement, including, visuals, text and background, should be done by a well-trained professional for a great overall effect.
Acting on Feedback: Since an advertisement campaign is all about audience response, it is important to gather as much feedback as possible before it is launched online or in print. Depending on the feedback received, the advertisement can be amended, as required, for maximum effectiveness. Feedback will not only help in enhancement of the advertisement but will also weed out all the mistakes in the visuals and the text before it is viewed by the actual audience.
An advertisement campaign needs to draw the attention of the audience and make the product or service stand out from the crowd. Really effective advertisements blend in all the elements at hand to deliver a message which is loud and clear.