Graphic advertising is of great importance in communication as it serves as an aid in conveying and conveying the message. Experts argue that the designs arranged according to the golden ratio, taking into account the graphical aspects, increase the memorability of the target group. Noting that the focus is usually on the message and the use of images is ignored during design, says Prof. Dr. En Algül argues that the graphic ad, which is aesthetically qualified and made in accordance with the subject and the message, creates awareness in the target group in addition to perception.

Üsküdar University of Communications Faculty of Visual Communication Design Head of Department Prof. dr. Dr. En Algül spoke about the importance of advertising graphics in the design phase and in communication with the target audience.

Communication ensures the connection with the target group

Claiming that communication, which is an important area of ​​the world today, is just as important for the individual as it is for the social, even for institutions and brands, Prof. Dr. En Algül said: “It can even be said that it is very important for brands, as it enables communication with the relevant target group and increases sales. While this communication is being made, we are faced with the question of how the brand ad is drafted according to different communication media and how it is realized using an image that catches the attention of the relevant target audience.” said.

Advertising graphics are applied in two- and three-dimensional works

Prof. Dr. En Algül said: “Advertising is carried out to inform the target audience about its product or service at every communication level, to create brand awareness, to increase sales figures by making a difference with its competitors.” said and continued:

“Sometimes and most of the time it is performed to protect its position and prestige in the market, that is, to create a perception of trust in the target audience by showing its strength. Because building trust and reputation with the target group are important concepts in promotional activities. Graphic, on the other hand, is the realization of any visual work by adhering to some two-dimensional or three-dimensional visual aesthetic rules. This can sometimes be seen in logo design, banner, business card, video, web design and sometimes in packaging designs, which are the advertisements of the products on the stands. For this reason, advertising graphics are also applied in 2D or 3D works. The best examples of this can be seen in three-dimensional digital billboards in China, which combine current digital technologies with design. In these works, we see the application of three-dimensional advertising in a way that draws attention to a building on the corner.”

Graphics are ignored

Claiming that the focus is on the message and the use of images is ignored during design, Prof. Dr. En Algül said: “The use of images involves framing the work created, putting it into the composition, and putting it into the composition in a way that enhances the meaning, rather than just the realization of the visual or use of different images, such as silhouette, drawing, typography or photography, in short it is about how an element and how it is visualized, how the result of the work is shown, how it is framed, how much of it is shown and even how much is outside the list is left. We can say that these elements are effective elements in amplifying the message while conveying the message in question. It seems that the mentioned topics are used in 3D advertising applications in China.” he said.

Complying with the golden ratio keeps it in mind

Claiming that in a logo work designed for an institution or organization in any sector, arranging it according to the golden ratio, taking into account the proportion, size, color, proximity and similar design principles and graphic issues, Prof. Dr. En Algül said: “This approach also makes the logo easily noticeable and sets the relevant brand apart from its competitors. Likewise, the composition and framing of the photo taken according to the rule of thirds increases the impact of the message content on the relevant target audience In other words, the ad image; It is about how the image made with lines, dots in orientation should be according to the content of the message and at the end of the design process, which composition elements such as T, V, L or the rule of thirds and similar compositional elements are used to frame, display and present the work in question.We can say that the advertising image consists of the components of how it is presented and displayed as a result of the work, as well as the quality of the elements used in the realization of the work, he said.

Graphics production does not require great talent

Prof. Dr. En Algul, in general, designers are people who are open to innovations, use imagination, have the ability to bring together, compare, classify and use objects and subjects that cannot otherwise come together such as point, shape, form and the like in an aesthetic way. He said it can be defined as:

“The words we use when describing the designer are about ‘being open to innovations, being open-minded, being open to change, keeping pace with changing order or circumstances’. Imagination, that is, the ability to be creative, is the ability to convert design elements and aesthetic rules into composition within the framework of a given subject, while the question of interpretation is a skill that can be acquired by learning later. For this reason, graphic production in the field of advertising does not require great talent. Having a graphic or pattern talent makes a difference in creating advertising images as compared to other designers. However, this difference is not very large. In other words, it is possible to produce effective advertising graphics by learning and following the rules and attention.”

Graphic advertising creates perception among the target group

Claiming that the ad image, which is aesthetically qualified and made in accordance with the subject and message, creates awareness along with perception in the target audience, Üsküdar University Faculty of Communication Visual Communication Design Department Head Prof. dr. Dr. En Algül said: “That’s why graphic advertising is important. The image acts as an aid in the transmission and transmission of the message. It makes the message read and reinforces the message. For example, let’s do a photo shoot for a big chocolate commercial. If we show this by taking a picture of the model in the model’s hand and showing the model with its surroundings in a wide floor plan, the visual effect will be weak because the product and model occupy a small space in the areas that can be seen by the eye in the composition. However, the visual effect will be stronger when the product is in the model’s hand, when a photo is framed so that the model’s hand detail is visible, and when a composition is created by taking into account the strengths of the frame at framing it. For this reason, attention should be paid to the ad graphic to amplify the message as much as the message in ads.” said.

Source: (BYZHA) – Beyaz News Agency