Glossar

In advertising, design refers to the creative and strategic creation of visual and sometimes multisensory elements with the goal of conveying an advertising message attractively, clearly, and effectively. It is the process by which ideas, concepts, and information are presented in an appealing and consistent format. This captures the attention of the target audience and creates a specific brand perception.

Elements of design in advertising:

Visual design:

Color:

The choice of color influences the mood and emotions of the target group (e.g. red for energy, blue for trust).

Typography :

Font and size contribute to readability and brand image.

Layout:

The arrangement of text, images and other elements draws attention and improves readability.

Imagery:

Photos, illustrations and graphics reinforce the message and attract attention.

Brand identity:
Communicating the values, personality and style of a brand through design, e.g. through logos, symbols or certain design guidelines.

User orientation:
Advertising is designed to address and interact with the needs, desires and expectations of the target audience.

Consistency:
A consistent design ensures that all advertising materials (posters, online ads, TV spots, packaging, etc.) fit together and convey a uniform brand image.

Emotional appeal:

In order to evoke emotions and create an emotional connection to the brand or product, the design uses targeted visual and aesthetic elements.

Objectives of design in advertising:
The goal of the design is to capture the attention of the target audience, clearly communicate the brand message, and promote a positive brand perception. It should be both creative and functional, meeting both aesthetic and practical requirements.