Advertising graphics are of great importance in communication as they serve as a tool for conveying and transmitting messages. Experts state that designs arranged according to the golden ratio, taking graphic considerations into account, increase memorability among the target audience. Prof. Dr. And Algül points out that while designing, the message is often focused on, and the use of graphics is overlooked, stating that advertising graphics created with qualified aesthetics, suitable for the subject and message, create perception and awareness in the target audience.
Focus is on the message, graphics are overlooked
Prof. Dr. And Algül, Head of the Visual Communication Design Department at Üsküdar University Faculty of Communication, discussed the importance of advertising graphics in the design phase and target audience communication.
Communication provides connection with the target audience
Prof. Dr. And Algül stated that communication, which constitutes an important area of today's world, is as crucial for individuals and society as it is for institutions and brands. He added, “It can even be said that for brands, it is highly important as it ensures communication with the relevant target audience and increases sales figures. When establishing this communication, that is, when preparing a brand advertisement according to various communication environments, the question arises of what kind of graphics should be used to attract the attention of the target audience.”
Advertising graphics are applied in two- and three-dimensional works
Prof. Dr. And Algül said, “Advertising is carried out at every level of communication to inform its target audience about its product or service, create brand awareness, differentiate itself from competitors, and increase sales figures.” He continued:
“Sometimes, and often, it is carried out to maintain its market position and prestige, that is, to create a perception of trust in its target audience by demonstrating its strength. Because in promotional activities, building trust and reputation with the target audience emerges as important concepts. Graphics, on the other hand, is the execution of any visual work, whether two-dimensional or three-dimensional, by adhering to certain visual aesthetic rules. This sometimes appears in logo design, posters, business cards, videos, web design, and sometimes in packaging designs, which are advertisements for products on stands. Therefore, advertising graphics are applied in 2D or 3D works. The most beautiful examples of this can be seen in the three-dimensional advertising digi-boards in China, which combine today's digital technologies with design. In these works, we often see three-dimensional advertisements applied in a way that attracts attention to a building on a street corner.”
Use of graphics is overlooked
Prof. Dr. And Algül stated that during design, the message is often focused on, and the use of graphics is overlooked. He said, “The use of graphics encompasses not only the creation of visuals or the use of various visuals like silhouettes, drawings, typography, or photographs, but also the framing, placement in composition, and incorporation into the composition in a way that strengthens the meaning of the created work. In short, it is about how an element is visualized, as well as how the result of the work is displayed, how it is framed, how much of it is shown, and even how much is left outside the frame. We can say that these elements are effective in strengthening the message during its transmission. These topics are seen to be used in three-dimensional advertising applications in China.”
Adhering to the golden ratio ensures memorability
Prof. Dr. And Algül stated that in a logo design for any institution or organization, arranging it according to the golden ratio, taking into account design principles such as proportion, scale, color, proximity, and graphic considerations, increases memorability among the target audience. He said, “This approach also ensures that the logo is easily perceived, thus allowing the brand to stand out from its competitors. Similarly, composing and framing a photograph according to the rule of thirds enhances the impact of the message content on the relevant target audience. In other words, advertising graphics are concerned with how a graphic created with lines and dots should be oriented according to the message content, and at the end of the design process, which compositional elements, such as T, V, L, or the rule of thirds, are used to frame, display, and present the relevant work. We can say that advertising graphics consist of components related to the quality of the elements used in the execution of the work, as well as how it is presented and displayed as a result of the work.”
Graphic production does not require immense talent
Prof. Dr. And Algül stated that designers can generally be defined as individuals who are open to innovation, use their imagination—meaning they can bring together objects and topics that wouldn't ordinarily be combined, in a different way, possess the ability to liken, differentiate, and classify, and can aesthetically use design elements such as dots, shapes, forms, and the like. He continued:
“The words we use to define a designer are related to being ‘open to innovation, open-minded, open to change, adapting to changing circumstances or conditions.’ Imagination, or the ability to be creative, is the skill of transforming design elements and aesthetic rules into a composition within a specific context, while interpretation is a skill that can be acquired through subsequent learning. Therefore, it cannot be said that graphic production in advertising requires immense talent. Having a graphic or design talent makes a difference compared to other designers in creating advertising graphics. However, this difference is not a huge one. In other words, it is possible to produce effective advertising graphics through learning, adherence to rules, and careful attention.”
Advertising graphics create perception in the target audience
Prof. Dr. And Algül, Head of the Visual Communication Design Department at Üsküdar University Faculty of Communication, stated that advertising graphics created with qualified aesthetics, suitable for the subject and message, generate both perception and awareness in the target audience. He said, “For this reason, advertising graphics are important. Graphics serve as a tool in conveying and transmitting the message. They make the message read and strengthen it. For example, let's take a wide-shot photograph for a chocolate advertisement. If we show it with the product in the model's hand, showing the model in a wide shot with their surroundings, the visual impact will be weak because the product and model will occupy a small area in the composition perceptible to the eye. However, if a photograph is framed showing the product in the model's hand, with a close-up detail of the model's hand, and a composition is created by considering the strong points of the frame, the visual impact will be stronger. Therefore, in advertisements, attention should be paid to advertising graphics as much as to the message, to strengthen the message.”