What is Behind the Designs of Advertisements?

In this fast-paced world, never has visual advertisement being so crucial to the success of a business. Advertisements sell ideas and products to all potential customers who may unintentionally help to promote the product and brand in the future. Also, what people usually do not notice is the reason why some advertisements are so effective at catching your eyes.

Most modern advertisements are visual, informative, but short at the same time. This trend can simply be explained that people don’t want to spend time reading long advertisements advertisements. Therefore, presenting information visually is the key. There is a popular saying “a picture is worth a thousand words”, which actually can be explained by science because human brains process images 60 000 times faster than text.

Well, what constitutes an effective advertising design? Advertising design strategies can be categorized into six fundamental principles: balance, proximity, alignment, repetition, contrast, and white space. Every advertisement does not have to include designing principles necessarily however, an entertaining, eye-catching advertisement will have many of these. Due to the complexity of some design principles, the focus of this article will be balance and white space.

Balance can be grouped into symmetrical balance and asymmetrical balance. Symmetrical design is commonly used in advertising posters and other kinds of graphics. It is an arrangement of elements so that they are evenly distributed to the left and right, or top and bottom of the frame. Some people find symmetry pleasing to look at, while others may think asymmetrical ones are more unique and creative. Both balances are widely used. However, most people prefer symmetry because it can be found everywhere in nature, making it intrinsically familiar to the human instinct. Asymmetry itself is not bad to use; it is another type of arrangement of unlike objects on each side. Color, test, size, and shape are used as elements. Usually, it requires more understanding of visual weights and other professional knowledge.

Another principle of design is white space. White space leaves room for other elements. Surprisingly, white space does not have to be white; it can be of any color. White space can be further categorized into undefined white space and defined white space. Undefined white space has been on the page from the moment a designer opens a blank document, and active white space, occurs when an object is placed. The purpose of having white space is to make the whole advertisement feel less cramped, confusing, or overwhelming. Adding white space also gives a clear focus of what it really wants potential customers to see.

Though this article shed light on balance and white space, the design of advertisements is far more complicated. If the principles of design are harnessed, an incredible, eye-catching advertisement can make people remember one’s brand.

Written by Yuning Gu

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