How many times have you been in a situation where the work you are completing is being dictated on by another party?
And how many times have you disagreed with said party about how the piece should operate, and by that I mean, what information it carries and the role it is trying to fulfill?
If you are of a similar experience to myself, then you’ve may well have been in that situation, finding yourself offering an adequate and functional solution regarding the creative and format involved, only to be told to the contrary.
You scratch your head often wondering why folks don’t seem to understand the principles you are working towards; functional, good looking creative.
Trying to cram the information from a full page press ad into a leaderboard banner is a classic in this regard.
Different audiences, different sizes, different considerations.
A good designer will see function of the banner, see how it’s purpose is to catch the eye of the reader, make a split-second impact on them, and apply the creative in the best way possible, to enticing onlookers to click through to the goodies elsewhere.
Others see the banner as a space that needs to demonstrate as much information as possible, as that is what readers require. It’s needs to have legal, it needs to be a website in it’s own right, it’s needs to have 10 frames of animation because the capacity is there.
In reality, we all know that doesn’t work well.
A slap in the face will offer far more reaction than a comfortable afternoon stroll.
So why is that? Why has the application of creative been lost in certain circumstances?
Why don’t the people who are supposed to understand the workings and functionality of the media at their disposal, understand the media at their disposal, as this should have been considered when booking the placement in the first place.
How a strong campaign is engineered is a great example of considered application.
A campaign that stretches across several different formats needn’t look exactly the same within each parameter. Each piece has to be effective in it’s own right, not equal to it’s counterparts. That’s how a strong campaign works.
As long as the campaign is contiguous, then each asset should surely be allowed to operate to it’s best ability, within it’s own means?
Yet too often is information is placed in abundance, befuzzling the viewer and scaring them away.
This way of thinking has puzzled me for many years, and I can’t quite put my finger on why it happens.
A lack of understanding and consideration appears to be the defining factor, and that appears to be driving the hate for advertising online, but where that originates from is anyone’s guess.
Afterall, it’s just a banner isn’t it.