Graphics Reference
In-Depth Information
annoy and distract people from the content they are actually there
to read or view. The real goal should be to gently attract their eye
to your design and make them want to interact with your client
'
s
brand. After all, they are your client
s potential customers and you
want them to have a good experience.
'
Campaign Goal
The goal of the campaign will be another on the list of items that
will dictate how a banner should look and feel. You may have a
different design for a banner that is being created to sell a service
against one being created to sell a tangible product. You may have
another completely separate design for a banner with the purpose
of raising brand awareness against a banner being created solely to
drive traffic to your client
'
s microsite.
TIP
It
'
s important to step back during each step of a project and try to view
what you
s point of view. Try to imagine how a
person is going to experience the work the very first time they see it. Try
todetermineiftheywillbecompelledtotaketheactionsyouaretrying
to get them to take and if the paths to those actions are immediately
apparent. Remember that a user won
'
re working on from a user
'
'
t have the benefit of a creative brief
or meetings about the project to fully understand the work in question.
The work has to do that on its own.
The overall goal of a campaign will typically fall into one of two
areas: brand awareness or direct marketing. The purpose of brand
awareness is exactly what you would think it is: to raise awareness
of the brand itself. You aren
t necessarily advertising a particular
product or service, but you are trying to drive customers to at least
consider the brand more closely the next time they see it in the
store. On the other side of that coin is direct marketing. When you
use direct marketing, you want them to actually purchase the
service or product that is being advertised in that ad.
'
Branding and Selling
As I said previously, your banners will generally be designed to
accomplish one of two main goals: selling goods or raising aware-
ness of the brand. That said, a banner whose purpose is to sell will
still have branding in it, but a banner built for brand awareness
will not necessarily contain any form of sales messaging. To explain
exactly what I mean by that, let
'
s look just a little deeper at each of
these goals.
