- BUILD DRAMA IN ADVERTISING
Richard Roberts (www.richardbroberts.com) is
a digital compositer, creative retoucher and art
director who uses Photoshop to create
hyper-real designs for his clients. He believes
that the key to a great advertising image lies in a
good, original idea and excellent execution:
“First and foremost, a great advertising image
has a unique concept. Something that has been
done too many times before just won’t get the
job done. It needs to be attention grabbing, new
and pull the viewer into the image and into the
concept. It is imperative that the concept
is executed properly, with all of the elements
being as polished and as sharp as possible.
Really important themes in advertising are
drama, motion and general intrigue. You can
make something more dramatic or hero-like
by changing the perspective. Lighting can add to
this dramatic element. Having a well thought out
colour scheme that’s adjusted to your
target audience or overall theme ties everything
together and unites the components of the
image. When you combine these elements, you
can really create a powerful image.”- SIMPLICITY IS KEY
The best advertising images are those that
clearly communicate what the client wants to
say, complemented by a thoughtful and
attractive design that doesn’t overpower the
message. “I would say simplicity is the key to
creating effective advertising imagery,” agrees
freelance graphic designer Oliver Goddard
(www.oliverjgoddard.co.uk). “In the age of
fast-paced advertising and consumers being
bombarded with images, you want them to get
the message easily and quickly. Once you’ve
done that a nice subtle undertone explaining
the message further would be good. My
advertising piece here shows that you can be
subtle and clear at the same time. The reader
sees what it costs them if they are to trespass
on the railways, then they are actually shown
that they can spend their money very wisely
with the client.”
Motion:what gives it that attention-Themotioninthisadis
grabbingaspect.Thepiecesofpavement are in mid-air and
that makes the viewer feel thatthe piece is alive, so to speakIntrigue:of this ad is the sense of intrigue that itThe last and most important part
produces.Ashoethatispartscorpiongrabstheviewer’sattention,andisjusta
cool image to look atDrama:lighting and the perspective. The shoe isThedramaofthisimageisinthe
front and centre, and the lighting makesit seem as if there is a lot of power
coming from the focal pointColours:thisimageisdramaticaswell.The colour scheme of
The colours of the shoe arerepresented throughout the
image to pull everything in%-),9 *5,342/- ˴WWW.EMILYJULSTROM.COM˵ 3(/73 53 (/7 (%2 !247/2+ &/2
3+)009 0%!.54 "544%2 7%.4 &2/- #/.#%04 4/ #/-0,%4)/.- DEVELOP ARTWORK FOR CLIENTS
01
INITIAL CONCEPTS
After receiving the brief from the art
director, I provide the client with simple
thumbnails that investigate options for colour,
composition and value. All this is done while
trying to communicate the most important
aspects of the brief:Alice in Wonderland, caramel
and the Skippy Peanut Butter jar.03
FINAL ARTWORK
I continue on to full render and begin the
addition of lettering the necessary copy. I include a few
more elements that visually read asAlice in
Wonderlandand eventually tweak the colour and value
of those items to stand out from the background.02
TWEAKS AND AMENDMENTS
The art director returns with likes and
dislikes of the original thumbnails and we proceed
to the final composition after some refining. This
time there is an addition of some Alice imagery
and an even larger emphasis on caramel.© Emily Julstromqď2ICHARDď2OBERTS ď.ICKď*ANECKI ď.ICKď:IEMER ď#ARLYď3ENORA
© Oliver Goddard 2015Concept:that the shoe is called The concept in this ad is unique in Scorpio and it’s such
a tough running shoe, that’s able to lift up the pavement and create the image of
scorpion with the broken pieces of tarmac