As an integrated communications agency that focuses heavily on measurability, results and returns, we are constantly researching different ways to measure the effectiveness of the work we do. Digging deeper and understanding how and why the work you commission hits the target is another thing. I recently found a very interesting article by a Spanish writer that has helped us as a company in two ways - firstly, to look at our work in a different way and secondly, to increase its effectiveness. The basic aspects are set out below but please view the whole story, with case studies/examples on the excellent site to FUEL your creativity.
BASIC ASPECTS
1. Context: If your announcement does not give the answers to some essential questions, it simply will not work. These can be summarised by five basic questions that must be in all communications: what, who, when, where and why. Before developing or analysing any advertising message we must make sure we are able to answer these questions quickly and easily. Obviously, it is possible to respond to many of them through the image and the design alone, without saying a word.
2. Description: Before delving deeper into the full sense of the announcement, we have to allow it to describe itself to us, unravelling each element that makes up this part of the message:
◦ To describe what we see
◦ What type of images it uses: photographs, illustration…
◦ Basic principles of the design: unity, harmony, sequence emphasis, resist and balance
◦ Colours and textures
◦ Format
◦ Text and typography
◦ Product and logo
◦ Media where it appears
All these questions can be easily answered by any designer with a little experience. Without looking for meaning, at this point we only look for a general concept to come out of the composition, the technique and the selected format.
3. Meaning: After knowing the context and describing the technical aspects, the most complex part lies in finding the essence of the announcement, what it tries to communicate to us. This can help us to consider certain aspects:
◦ Who is the announcement directed at?
◦ What idea does it try to communicate and what is actually communicated?
◦ What are the values that it shows?
◦ How the visual aspect supports the message?
◦ Is it emotional or is it descriptive?
◦ What subliminal aspects are hidden within the message?
Responding to these questions, it is possible to arrive at a pretty clear idea of the original intentions and concept.
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