Advertising and marketing in visual communication

Fundamentals of Visual Communication in Advertising

Understand the concept of target audience and how it influences design choices.
Learn about the power of branding, and recognise its elements — logo, colour scheme, typography, style, and tone of voice.
Recognise the importance of a unique selling point (USP) and how it is visually communicated.
Explore the role of colour psychology in branding and advertising.
Understand the seven key types of advertising techniques: scarcity, ethos/pathos/logos, bandwagon, testimonials, plain folks, and snob appeal.
Grasp the principles of layout design such as balance, proximity, alignment, repetition, contrast, and space.

Appreciate the broad range of physical and digital advertising formats such as print ads, billboards, TV commercials, online banners, social media ads, and email marketing.
Understand the different requirements and constraints for each advertising format.
Discover how multi-platform advertising campaigns work, with consistent messaging across different media.

Understand how the choice of typography can evoke emotions and reinforce ad messaging.
Examine the importance of legibility and readability in advertising typography.
Learn to choose a typeface that aligns with the brand identity and message.

Acknowledge the powerful role of social media in today’s marketing landscape.
Understand how visual elements in social media posts can boost engagement.
Explore how infographics can simplify complex information and increase shareability.
Learn about user-generated content and how it offers authentic and powerful promotional opportunities.

Start by defining the objective of the advertisement.
Conduct market research to understand the target audience and market trends.
Conceptualize ideas and create rough sketches or drafts.
Design the advertisement using graphic design software, following the principles of visual hierarchy.
Test the advertisement with a small audience and gather feedback.
Refine the ad based on feedback, and finally launch it to the broader public.
Post-launch, assess the effectiveness of the ad, considering key performance metrics and return on investment.