Multiple Styles, Same Message Advertising Design Spring 2015 Leslie Latting
Target: Male, 27-34, disposable income available though not “rich�, college educated, about to propose to first spouse (female). Product: Diamond ring from well-known national chain of jewelers. Why: After researching the target audience, I found a sans serif would be a more appealing font. A simple layout works well with the font to catch the attention of the viewer.
don’t over think this
Target: Female or male, 14-18, limited income due to age, purchaser of product. Product: Top gaming system. Not a computer. Why: This design is based on information gathered from Xbox system. I rotated the text to be more appealing to the target audience.
DO NOT
OVER
THINK
THIS.
Target: Female or male, 36-42, disposable income available, avid gardener. Product: Soil for gardeners of flowers. Why: I chose to use a hand rendered layout to reflect vintage seed packets.
Target: Male, 18-24, disposable income available, average (stereotyped) amount of responsibility and partying for this age group and gender. Product: Las Vegas Tourism. Why: I chose an “in your face� layout and font to grab the attention of the target audience.
DON’T
OVER THINK THIS
Target: Primary Target: Female, 47-54, Secondary Target: Male (husband of female), disposable income available, parents of 2 grown children no longer at home. Product: Guided tours of Paris. Why: After researching ads for Paris, I selected a serif font to give this layout more sophisticated appeal for the target audience. I added emphasis to “overthink� by highlighting it with a background color.
DO NOT OVERTHINK THIS.
Target: Primary Target: Male 48-56, upper class level of income (= “rich�), retired. Product: High quality grills. Why: I referenced Weber grill ads to assist in this layout. I added a grilled steak illustration to emphasize the product.
don t
OVERTHINK THIS.
Target: Female, 30-35, disposable income but not “rich�, college educated, lives by fashion publications. Product: High end clothing. Why: I selected a font that is synonymous with fashion publications. The layout is simple and sophisticated to catch the eye of the target audience.
DON’T OVERTHINK
THIS