1. 1 What’s your approach? Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission.

2.  When you have a project in mind for graphic design, you have to take time for the creative process - the planning, designing, building, and testing. The first thing you need to know is the scope of the project. In other words, what is it you are being asked to design or create. The next thing you need to know is who is your target audience. Once you have planned out your project – and you know your timeframe, deadlines, and who is doing what – then you can start designing your project. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 2 Creative Process

3.  When designing, you must determine the approach you will take based on your scope and your audience. The approach is the method by which you get the viewer’s attention. A successful approach causes a positive reaction. Most of the time the reaction you want is for viewers to buy something, but this is not always true. It could be to join a club, activity or group. It could be to read more, give blood or vote. It can even be to STOP doing something like texting while driving or doing drugs. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 3 What is an Approach?

4.   There are many different approaches, or methods, that designers use to gain the viewer’s attention.  Let’s look at some different approaches and discuss their effectiveness.  The following slides list some of the more popular approaches – but there are others as well. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 4 Types of Approaches

5.   Consider the billboards that use cows to tell you to eat more chicken. This is an example of an approach called: Humor.  Humor is an approach that grabs viewers’ attention and makes them laugh by using comical sayings, pictures or situations to get a message across. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 5 Humor

6.   Using eye-catching color is another way to get the viewer’s attention. Some popular fast food restaurants are easily identified with their traditional bright reds and yellows.  Sometimes colors can be memorable because we don’t like how they go together. While not a good plan, it can certainly make viewers pay attention. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 6 Color

7.   Phrases that are easily remembered because they rhyme or have dual meaning is another way to capture an audience’s attention.  This approach has become very popular in the last few years. Even a serious place like a cardiac hospital might use a phrase like “We put our heart into yours!” grabbing the reader’s attention.  Reminding drivers that they might get a ticket if they don’t click-it, is a catchy phrase for encouraging the use of seat belts. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 7 Catchy Phrases

8.   Tugging on people’s heartstrings is a well-used way to grab attention. This is called the emotional approach. Putting a puppy or baby in the ad often will make people look!  Even making you hungry with a gigantic stack of pancakes is an emotional appeal.  The scenes from third world countries with young children who are hungry take emotion to a whole new level – which is quite effective. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 8 Emotional Approach

9.   Adding a popular celebrity to an advertisement for anything can immediately boost the results. People are drawn to celebrities – whether actor or athlete – and tend to support whatever cause or purchase whatever product they are endorsing  The danger of using this approach is when the celebrity falls out of favor for some reason and must be removed from the ad. An example is when someone famous is caught doing something illegal, like using steroids. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 9 Celebrity

10.   This approach uses three-dimensional elements or special effects.  An example would be a real waterfall on a waterpark ad.  Gigantic 3-D pancakes that seem to be dripping with syrup  A very large, metal bug on a pest control billboard  These are usually very memorable due to the surprise element of special effects. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 10 3-D or Special Effects

11.   This method gives enough information to gain attention but leaves the audience needing more to get the whole meaning or picture.  Music labels and movies use this approach all the time. Showing a shadowy outline of a super hero with no other information can keep people wanting more.  The danger, if the ad is too vague, is that people may not actually follow up to find the remaining information. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 11 Mystery

12.   Shock is a method that uses graphically disturbing text or images to gain attention.  A common example is the mistreatment of animals.  Another example is a picture of a car wreck that resulted from someone texting and driving.  This approach also includes controversial topics, like abortion. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 12 Shock

13.   Unfortunately the most common approach for getting viewers’ attention is sex appeal – which is using scantily clad men or women in provocative or suggestive scenes or situations.  Example: Alcohol and motorcycle ads with bikini clad ladies  Sometimes no person is present, but the ad still uses a sex appeal approach, such as a bed with silk sheets. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 13 And the last one… Sex Appeal

14.   Knowing your scope (what you are creating) and who it is for (target audience) are the biggest factors in choosing approach.  Example: An ad for a funeral home and an ad for an amusement park will definitely use different approaches.  Knowing the demographics, or common identifiers (average age, education, environment, salaries, etc.) of your target audience is also important. Are you appealing to college students, elderly citizens, affluent, or middle class?  All of these questions are considerations when choosing an approach. Appropriateness is key. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 14 Which Approach to Use?

15.   If undecided, first try sketching a couple of different approaches to see which one works best. Get feedback from others.  Sometimes it helps to mix more than one approach.  Try to think outside the box with unusual ways to use different approaches. Copyright © Texas Education Agency, 2014, All rights reserved. Images and other multimedia content used with permission. 15 Final Suggestions