Elements of Advertising - Volume 4
The fourth installment of this series is rightfully last, but certainly not least. When using the term “composition”, we’re referring to how we assemble campaign elements like a headline, a photograph, a logo, branded graphics, music, voiceover, video, illustration, and animation. It is most often visual and usually falls under the job of the Art Director, but it can also be auditory or experiential (for example, a radio ad or a branded event), which require other talents. The methods used to create a composition that’s appealing include adding contrast, evoking repetition, building alignment, and being mindful of the proximity between objects.
That brings us to the meat of this discussion – why is composition so important in advertising? Great question. Glad you asked. It’s important for three reasons:
Clarity – On a very basic level, consumers need to understand what your brand is trying to convey. For instance, if the text on a newspaper ad is too small, it can be hard to read. If the music in a radio ad is too loud, it can be hard to hear. If your company‘s contact information is too close to the trim line on a brochure, it can be inadvertently sliced off by the printer.
Professionalism – The average Joe may not be stylish, but nearly everyone has an instinct for good design. We all knew how cool iPods were before we even held one because Apple has a strict code of composition. They look and sound polished, and you don’t need to be a designer to recognize that. Similarly, the average person can recognize a messy composition. And while homemade marketing materials might be cute for a mom and pop shop or a lemonade stand, consumers expect more from a growing brand.
Impact – Considering the average attention span, brand communication must work hard to reach people with its message. It must have something to grab the viewer’s attention upfront. That grabber doesn’t have to be gaudy or kitschy, but it does have to peek the interest of your audience, so they continue investing time. Additionally, there must be an impactful path to follow the shiny object. In other words, the brand needs to explain why they used that particular device to get your attention, and the explanation should leave an imprint in your mind. That can be achieved by saying something surprising or bold.
A successful composition achieves all three of these things. It draws you in with attractive images and words, it holds your attention with a bold explanation, and it delivers clear information in a professional manner. When composition does its job, it leads people to believe the organization is highly professional and trustworthy.
The biggest marketing fails come when people think that their phone camera and their copy of powerpoint can replace a professional marketing team. To that, let us simply say that every composition needs a composer. Just having an instrument, doesn’t mean you have a symphony.