More Cause 'n Effect

I saw this ad in a magazine last year . . . this cause and effect approach worked on me (I supported this charity). Not only is the call to action specific, I thought it created immediacy by giving you a form to fill out on the spot. Maybe a little old school in this technology-driven world, but probably a good move for the target audience (I think this ran in Newsweek).

I don't have a visual example of it, but I've seen variations on this ad that show a "before" and "after" photo of the child. Made me wonder if using just the single image has more power, as Stephanie said in class. What do you think?

Good times rolling

How's this for cause-and-effect as a strategy? Give money to the Knights of Columbus, and this guy gets a wheelchair. It makes him so happy, he gives a "thumbs up." I'm sure there is a lot of good being done, but something about the visual and the headline made me laugh.

However . . . I think the call to action is effective, because it is specific. "Each $75 donation will deliver a wheelchair to a child, teen or adult without mobility." I've seen other charities use this approach, specifying a dollar amount and equating it with a direct result. Seems to me like a pretty strong tactic, since it's human nature to know where your money is going.

A Florist's Take

This is a description pulled from an upscale floral gift catalog. I thought the references to the classic screen were particularly effective in eliciting an emotional response.

Harlow Bouquet

Our bouquet of Erica orchids seems destined for a star's dressing room or sweetheart's table. The 15"-18" stems are covered in blooms petaled in the whisper-pale pink of a marabou powder puff. Their throats are a darker, lipstick shade, the result of a cross between dendrobium and cattleya orchid varieties. Our creamware vase dresses them up in a style benefiting the beauties they are, its form echoing the satin evening gowns of bygone luminaries of the silver screen.

FEMA presentation disaster

I came across this blog entry recently, related to a discussion we've been having at work. The Daily Show recognized the fuzzy logic of FEMA's disaster response graphic and found it great fodder for comedy.

As graphics professionals working the Baltimore/Washington area, it's likely that we'll work with government agencies at some point, and will probably be called upon to work on "quick response" graphics such as this (the government LOVES these corny little charts). I thought this was an excellent example of why good design is so crucial for effective communication.

http://www.presentationzen.com/presentationzen/2005/10/fema_chart_beco.html

One of these things is not like the other . . .

Just adding a couple of ads that use comparison and/or contrast in their design and concept.

The ad for Vytorin invites an interesting comparison between food and people. Obviously the asparagus on the left and the woman on the right have some things in common. The green in her shirt matches the green of the vegetable; her red hair is similar to the red asparagus tips; her red apron drapes around her much like the thin slice of meat wraps around the stalks. I liked this example because it shows how very different things contribute to the same issue (cholesterol). The visual adds comic effect while reinforcing the message of the ad copy.

PBS uses comparison and contrast to promote two of their more popular programs. The contrasts between the two main images are immediately noticeable: the color, the setting, the subject. However, the similarities are also cleverly included. The trees of the jungle correspond with the two columns of the building. Not only is the ape the animal most similar to man, the gentleman in the photo is covered in a black trench coat, comparable to the "coat" of the ape. The blurred, motion effect of the leaves is echoed in a similar treatment of the microphone windjammer blowing in the wind. What is the implied message here? Seems to me that what we consider the wild jungle is not all that different from the so-called civilized world we live in and witness on a daily basis.

The toolbox

Yes, I've done it. I've given my Blog a name that requires an explanation. So . . .

As a kid, I thought one of the coolest things to do was work with my dad in his wood shop. Since I really didn't inherit my dad's skill at woodworking and general "fix-it" abilities, I ended up being the helper, but I didn't even do that well. Once, in the middle of a rather intense project, he barked out an order to me: "Get me the monkey wrench." I ran to his tool box, rummaged through the pile of what I considered completely foreign objects, searching for the holy grail. My only problem -- I didn't know what the hell a monkey wrench looked like. In that moment of panic -- desperate to please my father and, even more so, not wanting to look like a complete idiot -- I learned an important lesson: know your tools.

Now I know, regardless of our profession, we all have our own personal set of tools. They don't necessarily look like the ones in my dad's red Black and Decker, but they're just as valuable. In gathering my own tools, I've seen the importance of having them close by. Knowing what they look like. How they feel in my hand. When it's appropriate to use them. When to add to the collection.

It's been said that the tools make the man. I'm not sure if that's true, but I think they definitely make THIS man a little more useful. So I'll keep working on sharpening my skills and looking for ways to improve the way I work.

At the very least, I now know what a monkey wrench looks like. (Thanks, Dad.)