8 Basic Principles of Advertising for Graphic Artists Graphic arts professionals are often put in a unique position. They are asked to create a beautiful project which is what they’re good at, and yet still create something functional. That function is often branding or advertising for the company. Every document, image, or work a graphic artist is asked to create is made to sell an idea, product, or brand to an external or internal audience. More simply put, every document they make is selling a product to potential customers or selling an idea to employees. Consequently, a professional of graphic arts in Salt Lake City, for example, has to know how to advertise to the people of Salt Lake City. Here are 8 of the basic principles to advertising to help the Salt Lake City graphic artists get their word out. Take note and see how each can apply to your industry in your area. Don’t Trick Persuade First, transparency attracts people to you and your product. People are tired of companies trying to pull the wool over their eyes. They don’t want to be tricked into buying a product, they want to be persuaded. People are more easily persuaded when they can see through you. They want the truth. They want to know what your purpose is and they want to know how you do it. Second, get to the point quickly. Don’t bury the lead—a term used in reporting to indicate that you save the best news for last. Give them the lead quickly and simply. Don’t use 5 words when you can use 2. Simple is memorable. Telling them the point quickly hits your audience immediately. Billboard advertising finds quite a bit of success this way. They are forced to keep things simple and direct. Make the Product the Focus Third, make the product the main character of your advertising. Brand placement in the background is hard to notice. Making the product an object in the advertisement makes it a secondary character. You want your product as the main character because the main character is who people remember. When you think of the movie Iron Man, do you think of Pepper Pots first or Tony Stark? Find a creative way to make your product or service the main character. This will also help you get to the point quickly. Your product becomes the actor. Fourth, be adventurous in your advertising. If it has been done before, then no one wants to see it. Your competition will have a step-up on you. A great example of its effectiveness comes from the recent movie Sky Fall. James gets ahead of the villains plot by changing the game. He takes his boss M to a place that he can control the game. Effective advertisers change the game. They create an advertisement that is unpredictable and surprising to their audience and competition. Finally, Salt Lake City graphic arts professionals are relevant. Their simple message answers the consumer’s question, “Why should I care?” That message has to be delivered quickly, simply, and obviously. You become effective as a graphic artist as you incorporate the principles of advertising into your work.
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