Elements of creativity in Ads

Appeals, use of typography and colors in advertisements

• 60-70% space by visual
• Headlines maximum 15%space
• Copy director and art director
• Creatives discussed with client service are approved by client
• More than one approach
TYPOGRAPHY:HOW TO SELECT?
• Harmony
not more than one or two types used
• Readability
35-55 char. per line (length & spacing of lines, Caps and lower case)
• Leading
eg- 12 point type with 2 point leading= 12 on 14
• Emphasis
contrast and italics
Appeals

• Approach selected to communicate about a

brand

• Rational and Emotional

RATIONAL APPEALS
• Feature
• Competitive advantage
• Favourable price
• News
• Product popularity
• High quality
• Long life
• Performance
• Economy
• scarcity
EMOTIONAL APPEALS
• Fear
• Sex
• Love
• Thrill
• Prestige
• Humour
• Joy
• jealousy
Orange
•  enthusiastic and cheerful
• a combination of red and yellow attributes
• people respond physically to the colour with increased oxygen to the
brain, invigoration and mental stimulation
• Use orange to convey excitement and strength without overbearing
the consumer.
Black
• powerful, dramatic, classy or protective
• often used when advertising a timeless product
• Seen on expensive products like clothing and technology