Who said the print was dead? Despite the rise of digital, creative agencies are still numerous to work on print campaigns. It's a fact, technology will evolve and offer consumers ever more immersive experiences, nothing ultimately worth an effective and impactful visual good. A simple and well thought out print can give those who discover it a message much stronger than a communication operation complex and costly.
The image bankShutterstock listed 25 techniques to know to build a print campaign creative and relevant. Each board is obviously supported by a concrete example with campaigns that have already been carried out by brands.
01. Playing with optical illusions
Optical illusion is a great way to get attention consumer potential. The fact of being able interpret an image in two ways attracts the eye naturally and therefore captures the attention of passersby. For example, this print of Jeep which can be visualized in two ways: in the place we see a giraffe, and upside down, a penguin.
02. Playing with shadows
If we feel that The shadow is a design element of the most innocuous, it is not. It can be hijacked for highlight a different perception or meaning on a visual. LEGO is a brand that plays on the imagination of children. In this series of prints, she wanted to illustrate in the best way the way children imagine their constructions in LEGO bricks ... And it's successful!
03. Support a strong message with a powerful font
There are several schools among Typography lovers : some prefer bold and imposing fonts, while others play on subtlety. It is clear thata fat and striking font will necessarily attract attention citizents. Here, an awareness print of theIrish Cancer Society who plays on a surprising message (I want to have cancer) to attract the eye and raise awareness of the true message of the visual.
04. Reach the consumer on his interests
If you want to reach the consumer, you have to talk to him about topics that interest him, and divert them to your benefit. Here, an excellent campaign print of the WWF who wants to raise awareness of the decline of natural resources in the Chinese region of the Yangtze River, where most computers are made.
05. Exclude the product and focus on the result
In some cases, do not show the product to focus on its results and its effects can be extremely relevant. This is particularly the case when one speaks of a consumer product. As proof, a campaign of the ketchup brand Heinz who chose to not to put forward his product, but rather the food with which we consume it.
06. Exploit the power of words
Never underestimate the impact of words in a print campaign. Here, the example of a campaign of the New York Tims who chooses not to display a visual, but to simply play with a series of texts playing on a black and white typography. The idea here is to mark the reader's mind to initiate conversations and debates.
07. Referring to news events
In the same way that it is relevant to touch the consumer in dealing with his interests, he is equally contextualize your ad by referring to current events. Here, an example with this print of Dove in the UK who plays on "alternative facts".
08. Divert scales and dimensions
Forget about sizes, scales and dimensions. To support a strong message, it may be necessary to totally divert the perception that we have things. Here, a campaign for the NGO Care that helps people in need. To illustrate its action, the association had the idea of creating a print illustrating an open box that helps an entire region.
09. Reinterpreting a familiar object
Reinterpret a familiar image with an object that speaks of a whole other subject can give life to visual and eye-catching print campaigns. Take here the case of a 2016 print of the manufacturer Volkswagen. To promote its New Beetle Denim, the brand had the idea to illustrate a winding road through the seams of a pair of jeans.
10. Handling your product
Handle your product to show its benefitsits composition or use is an extremely powerful way to communicate without saying a word. An example here with a very good print ofOreo. To illustrate the double ration of milk that makes up his product, the brand had the idea ofincorporate a glass of milk between the two cookies… Simple and efficient.
11. Let your product speak for itself
Showcase your product in the simplest of ways to demonstrate its effect and its use is the key to success. A product that manages to advertise "talking about itself" does not need a word to support the campaign. Here, a print campaign extremely well thought out to make the promotion of a Nivea night cream that takes the shape of a crescent moon.
12. Being brutal
Sometimes it takes know how to be brutal to convey a message. And that's also true for print campaigns. Here, a very good print campaignEcovia who is aware of the dangers of using the phone while driving. The image is interpreted with a double force : the tattoo that illustrates a car accident, and the punch in the face to symbolize the brutality and danger of irresponsible driving.
13. Use technology
The simplest print campaigns are the best. But sometimes, a little technological boost can support the strong message of your campaign. Here, a thoughtful magazine campaign for Motorola who had the idea ofincorporate a mechanism into his ad. By pressing the colors under the phone, you can see it change color. A surprising experience that necessarily marks the spirits.
14. Communicate with an illustration
Appealing to an artist is often the key to success. An illustration can build a strong storytelling to support the message of your campaign. Here, a print campaign imagined for the brand Popclick who plays with the colors and the many details of his illustration to highlight the product.
15. Reimagine everyday objects
Sometimes, diverting everyday objects can support the strong message of an ad and the symbolism of the brand. This print imagined by Guinness is a perfect example. To encourage people to share a beer and leave their phone to one side, the brand came up with the idea represent the mythical pint Guinness (symbolic of the brand) by stacking smartphones.
16. Getting the most out of your advertising inset
Sometimes, the advertising insert or the support used for the print campaign can be the heart of the device Communication. You have to take advantage of the advertising placement to support the message of your product. This is particularly the case of the cosmetics brand Revlon who had the idea to divert a two-page insert to illustrate one of his hair products.
17. Reflect the product in your print
To mark the consumer and anchor your message, it is sometimes necessary tosubtly illustrate the components of your product. A relevant example here for the windows brand Marvin which reveals a series of visuals that shows landscapes perceived through a window.
18. Demonstrate the benefits of your product
The best strategy to communicate about your product with a print campaign is of course toillustrate, explicitly or implicitly, the benefits of your product. Here, a perfect example with the brand of razors Schick, whose message is to "tame the wild hairs of the face". To illustrate this "wild" side, the brand had the idea of transform the beard into a real animal.
19. Changing the way the consumer sees the world
Sometimes it is necessary toe play on the perception that the consumer sees the world to illustrate a strong message. This print illustrates an awareness campaign Canadian Safe Boating Council which aims to alert mariners to the dangers of drinking alcohol when they sail. The organization therefore had the idea to illustrate his message with a glass of alcohol on the high seas containing a boat capsizing. No need for explanation, this image is very powerful visually and speaks for itself.
20. Knowing how to stay simple
Simplicity is sometimes the best way to achieve your result. Often, the most simple print campaigns, on both the composition of the visual and the color scheme, are the most impacting. A convincing example is that of McDonald's who simply had the idea of play with his french fries to promote free Wi-Fi in the restaurant.
21. Playing with negative space
In photography, we call "Negative space" the background that seems neglected but in fact gives the full meaning of the message. If we know how to deal with it perfectly, then we can give life to a creation that is interpreted in a different way. If we take the example of this print for Chupa Chups, we notice in the first place the citrus fruit which illustrates the flavor of the product. But if we look at the negative space side, we notice that the shape of a lollipop was traced in the fruit.
22. Playing on dreams
Sometimes it's just play on words and illustrate them explicitly to support the message of a print campaign. An example here signed LEGO: the brand wanted to highlight the importance of the imagination to build a career of a child. The print shows us a young boy who built himself, thanks to the LEGO bricks, a life-size firefighter costume. The message is clear.
23. Divert a known representation
In life, there is clichés representations that remain necessarily anchored in our mind : the big one eats the little one, the fast one crosses the finish line before the big one ... A concrete example here with this ad of Whiskas who shows us a cat running behind an antelope ... instead of a lion. It's unusual, and inevitably, it catches the eye.
24. Playing on disturbing images
There are things that, in the public imagination, do not pass. A child who drinks or smokes, who carries a weapon ... These scenes absolutely shock everyone, and this is an interesting topic for print campaigns related to sensitization. The goal, you understood it, to play on the emotions, and this example of the NGO Moms Demand Action illustrate it in the best of ways.
25. Remove an object from its context
Take an object out of the context in which we are used to seeing it will necessarily attract the eye of the consumer. Our brain has some strongly rooted representations, and moving an object from one element to another can totally upset perception. An example here with this print of the WWF who had the idea oftake off monkey heads with tuna to make them aware of their extinction.