Innovative Thinking
RedRover Advertising Campaign
We were to choose a non-profit organization that we are passionate about, the organization that was selected was RedRover. RedRover offers resources, sheltering in emergency situations, and support in crisis situations for animals and their owners. The RedRover target audience is adults from the age of 25-54, and whom care about the welfare and safety of animals. The creation of two different personas helped to identify the voice and tone of the target audience.
The previous advertisement was picked apart after stepping away from it determinations were made to take the advertisement campaign to a higher level by working with a grid structure and making use of columns. The neutral color background allows the information to stand out to the viewer. Chapman (2010) explains, "Neutral colors often serve as the backdrop in design. They’re commonly combined with brighter accent colors. However, they can also be used on their own in designs and can create very sophisticated layouts. The meanings and impressions of neutral colors are much more affected by the colors that surround them that are warm and cool colors." By softening the background and making use of white space, the advertisement readability is more comfortable, and the non-profit and does not feel constricted.
Above
Quincy, SPCA competitor advertisement
The competitor advertisement above does not utilize columns or grid structure. The use of a white background does not do this ad any justice. They do not show any empathy. The bottom of the ad is crowded, which decreases readability.
One image of Max was eliminated bringing more focus on the Search and Rescue dog by being able to enlarge the image so that he was the focus of attention. With the softer background, use of columns, and whitespace the viewer is not distracted by too many elements on the page.
Changing the background colors has made Rufus the center of attention and will draw the reader to the non-profit advertisement.
Innovative or Creative thinking is evident with the exploration of new ideas to push these advertisements to a higher level of design. The new layouts speak out to the target audience by creating stronger emotions to engage the target audience.
References
Chapman, C. (2010, January 28). Color theory for designers, part 1: The meaning of color. Retrieved from, https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-color/
Felton, G.. (2013). Advertising Concept and Copy (3rd ed., p. 25). New York, NY: W. W. Norton & Company.