ANNEX F: Factors to consider in design
• If your message is in a visual medium - print, TV, a short video/film, the Internet - whether it’s moving or stationary, there are particular issues to consider. • OPTION 1: Work with a graphic artist or filmmaker, work with a menu of ideas • OPTION 2: In order to contribute - or if you’re your own designer - it will be helpful to consider: • Color. Bright colors tend to attract attention, but sometimes say the wrong thing, clashing with the actual content of your message. • Unusual visual elements. Infrared photography, black-and-white abstract design, distortion, speeded-up or slow-motion film or video, and other interesting visual effects can be engaging, if they’re not too jolting. • Particularly beautiful or arresting images. • Movement. A still photograph can trap tremendous movement, while a film or video can have virtually none. Movement, whether encapsulated in a photograph or used literally in a film or video, tends to capture attention. • Accessibility. The familiarity of the images or print you use, how easily they’re understood, and what kind of language they’re put in (in the case of print) all contribute to how accessible they’ll be to the target audience. • Subliminal or subtle visual messages. Unspoken communication- the presence or absence of people of different ethnicities in the community, women, children- makes it possible to use visual images to send complex messages without having to use words • Identification. Showing people just like those in the target audience engaging in particular behaviour is one way to help convince the target audience to do the same. • Music. Depending upon whom you’re aiming at and what you’re trying to get across, you might use music either as a background or as the message itself. A familiar tune or type of music can help the hearer identify with the message, or can engage him on an emotional level. A loud or unusual musical feature can draw his attention. A particularly catchy jingle or song can make your message impossible to forget. • Voice quality. If you’re using an announcer, a voice-over, or a spokesperson their voice can convey any number of tones - comforting, authoritative, warm and welcoming, attention-getting, concerned, panicky, superior, realistic, etc., so keep this in mind. It generally makes sense to be sure that the tone of the voice or voices in your message match the tone of the message itself, or carry the real message you want to get across.
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Social Marketing Lite Adaptation to Climate Change in Coastal Areas ACCCoast Project
