Identifying Creative Concepts
Creative concepts involve the presentation of information. Web pages can be considered as blank pages. When building engaging communication systems, the content of the information is the most important factor. But presenting these information exchanges in an appropriate manner is also important. Creative concepts are executed on these blank pages to make text, graphics, and other visual elements more appealing to the target audience involved.
Marketing people have been using the phrase "look and feel" to describe creative concepts for some time now. The look and feel of a presentation describes the appearance of a presentation and the emotional response the presentation is aiming to trigger in the target audience.
Think about a TV advertisement for laundry detergent. The look of such an ad usually involves happy consumers in clean, tasteful, colorful surroundings. These ads make us feel comfortable, domestic, and happy about clean clothes. They inspire us to purchase these products with these looks and feelings. A creative development team did this on purpose.
Now think about the many TV advertisements for technology companies. They look modern, fast, high-tech, and usually include businesspeople or other people they are targeting. Technology companies are basically providing business solutions. Their advertisements usually try to make us feel as like they understand our problems, can solve our problems, and will make us happy and rich by doing so. Again, the look and feel of these ads was developed to appeal to the target audiences.
Identifying the look and feel of a presentation can be accomplished using adjectives. Descriptive terms can be used to explain the appearance and emotional involvement that a presentation is geared toward.
A single sentence, called a big idea or theme, can be used to identify the look and feel of a presentation. This single statement should represent the creative aspects of the presentation. It acts as a summary of the look and feel. Once developed, this theme can be used in the creative process as a benchmark for every aspect of a presentation.
Engaging communication is the objective on the Web and in other media. For presentations to be engaging, they must appeal to the target audience. Creative elements such as color, text, and images must match the needs of the identified audiences.
Of course, knowledge about the target audience is needed to create presentations that will appeal to that audience. And each audience probably needs information presented a certain way. Presentations for children will be designed differently than for adults. Serious information and subjects require a different approach than entertainment and lifestyle fulfillment. Text, images, and other media elements can all be used in different ways to engage the audience they are trying to reach.
Branding is another aspect of creative strategy that is very important in traditional advertising and now in interactive communication. Branding describes the process of developing customer identification and recognition of products and companies over time. This is usually accomplished, in part, by utilizing consistent images, colors, and messages in multimedia advertising and promotion. TV, print, billboards, promotional items, signage, and interactive images all contain the same icons and creative presentations to build recognition among their audiences.
Large and small companies spend millions of dollars building brand recognition in the marketplace. For example, the Coca-Cola and Anhauser-Bush companies spend millions every year to keep their company and product brand names fresh in the consumer mind. Their brand-building activities are so successful that the color and logo for Coke™ and Budweiser™ beer is instantly recognized by millions of people around the world.
Internet-based interactive communication systems should include branding elements if the company is involved in such activities. Logos, color choices, and other corporate identity elements can be included in the presentation to leverage branding activities in other media and continue efforts on-line.
Exercises
Understand Look, Feel, and the Big Idea
To complete this exercise, log onto the home or index page of the following Web sites and answer the questions for each site. You may want to bookmark these Web sites as we will return to them in the following exercises.
www.disney.com
a) What three adjectives can be used to describe the look and feel of this Web site? b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? www.gouldshawmut.com
a) What three adjectives can be used to describe the look and feel of this Web site? b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? www.putnaminvestments.com
a) What three adjectives can be used to describe the look and feel of this Web site? b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? www.llbean.com
a) What three adjectives can be used to describe the look and feel of this Web site? b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? www.vw.com
a) What three adjectives can be used to describe the look and feel of this Web site? b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? www.aarp.org
a) What three adjectives can be used to describe the look and feel of this Web site? b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation?
Identify Audience Appeal and Engagement
Return to the index page of each site and answer these questions.
www.disney.com
a) What is the general target audience for this Web site? b) How do the creative aspects of this site appeal to the target audience and engage it? www.gouldshawmut.com
a) What is the general target audience for this Web site? b) How do the creative aspects of this site appeal to the target audience and engage it? www.putnaminvestments.com
a) What is the general target audience for this Web site? b) How do the creative aspects of this site appeal to the target audience and engage it? www.llbean.com
a) What is the general target audience for this Web site? b) How do the creative aspects of this site appeal to the target audience and engage it? www.vw.com
a) What is the general target audience for this Web site? b) How do the creative aspects of this site appeal to the target audience and engage it? www.aarp.org
a) What is the general target audience for this Web site? b) How do the creative aspects of this site appeal to the target audience and engage it?
Identify Branding Activities
Return to the Web sites discussed previously to assess branding activities on the index page of each site.
www.disney.com
a) What branding activities are immediately apparent on this Web site? www.gouldshawmut.com
a) What branding activities are immediately apparent on this Web site? www.putnaminvestments.com
a) What branding activities are immediately apparent on this Web site? www.llbean.com
a) What branding activities are immediately apparent on this Web site? www.vw.com
a) What branding activities are immediately apparent on this Web site? www.aarp.org
a) What branding activities are immediately apparent on this Web site?
Exercise Answers
Answers
To complete this exercise, log onto the home or index page of the following Web sites and answer the questions for each site. You may want to bookmark these Web sites as we will return to them in the following exercises.
www.disney.com
a) What three adjectives can be used to describe the look and feel of this Web site? Answer: Yours will vary, but mine arefun, entertaining, andcolorful. b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? Answer: Your answer will vary but could be something like this: Disney provides fun and entertainment using old characters and new stories. Though this is a rather obvious statement, it provides a basic theme that represents the information presentation on the Web. All of the creative elements support and complement this theme.
www.gouldshawmut.com
a) What three adjectives can be used to describe the look and feel of this Web site? Answer: Yours will vary, but mine aresolid, standard, andfunctional. b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? Answer: Your answer will vary but could be something like this: Standard solutions that you can count on. Though this Web site does not provide much eye candy, it does have a creative theme reflective of the company and products involved.
www.putnaminvestments.com
a) What three adjectives can be used to describe the look and feel of this Web site? Answer: Yours will again vary, but mine areprecise, conservative, andinformative. b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? Answer: Your answer will vary but could be something like this: Information you can trust. Again, the lack of creativity in this presentation is successful in producing a sparse, banklike presentation theme that is appropriate for this company.
www.llbean.com
a) What three adjectives can be used to describe the look and feel of this Web site? Answer: Yours will probably differ, but mine arewholesome, relaxing, andtraditional. b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? Answer: Your answer will vary but could be something like this: Wholesome products and traditional business practices in an on-line shopping experience. This company has a solid reputation and loyal customer base for its wholesome products and traditional business practices in retail and catalog direct marketing. These concepts are presented in the appearance of this Web site.
www.vw.com
a) What three adjectives can be used to describe the look and feel of this Web site? Answer: Yours will vary but mine arehip, slick, andcool. b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? Answer: Your answer will again vary but could be something like this: Hip, slick, and cool vehicles for hip, slick, and cool people. Interactive information and communications are presented in the same highly creative fashion as the company's advertising efforts in traditional media.
www.aarp.org
a) What three adjectives can be used to describe the look and feel of this Web site? Answer: Yours may differ, but mine includeuplifting, organized, andpatriotic. b) What is a single-sentence description that identifies the big idea or theme behind the creative aspects of this Web site presentation? Answer: Your answer will vary but could be something like this: News and benefits people can use to be happier in retirement. This national association for retired persons utilizes a creative presentation similar to a newsletter for its membership.
Answers
Return to the index page of each site and answer these questions.
www.disney.com
a) What is the general target audience for this Web site? Answer: The target audience is Disney fans, mostly children and other family members. b) How do the creative aspects of this site appeal to the target audience and engage it? Answer: The colorful aspects, cartoon characters, and Disney icons are all appealing to these audiences and engage this audience through recognition. www.gouldshawmut.com
a) What is the general target audience for this Web site? Answer: The target audience for this fuse manufacturing company is buyers of fuses and related products. b) How do the creative aspects of this site appeal to the target audience and engage it? Answer: The audience is seeking dependable devices for electrical systems. The no-frills approach to this information presentation supports the standardization and trustworthy solutions provided by this company. Industrial supplies are not very flashy, but people buying them are not looking for highly creative presentations. What they are looking for is dependable, standard, and valuable products. This site is engaging to this audience by providing a presentation reflective of these concepts and consistent with the needs of the audience.
www.putnaminvestments.com
a) What is the general target audience for this Web site? Answer: The target audience includes individuals, advisors, and monetary managers seeking information about the management of theirs and other people's financial investments. b) How do the creative aspects of this site appeal to the target audience and engage it? Answer: The presentation appears intelligent, informative, and conservative, which are appealing traits when the management of investments is being discussed. This site engages the audience by appearing boring, secure, and noncreative, just as traditional banks have done for decades. This is highly appropriate and effective for the audience this information is targeted at. Cartoons are good for some, but people's money is being discussed at this site.
www.llbean.com
a) What is the general target audience for this Web site? Answer: The target audience includes current and prospective customers seeking consumer clothing, housewares, and outdoor activity products. b) How do the creative aspects of this site appeal to the target audience and engage it? Answer: The audience for this site is engaged by the outdoor scenery and activity representations, which they find appealing. This presentation also uses icons and text recognized by the audience. The creative presentation of this transaction-based site is very similar to the catalogs produced by this company for decades. An outdoor, adventuresome, and country lifestyle is reinforced. Traditional elements used for years also help support the company's reputation in the marketplace.
www.vw.com
a) What is the general target audience for this Web site? Answer: The target audience is prospective buyers and owners of Volkswagen vehicles. b) How do the creative aspects of this site appeal to the target audience and engage it? Answer: The extremely modern, hip, and cool presentation is appealing to the young, successful, and progressive audience targeted by this company. This company sells a lifestyle as part of its ongoing marketing efforts to sell vehicles. It engages people interested in joining this lifestyle by purchasing a vehicle and reinforces a my-car-is-cool-and-so-am-I concept in this presentation.
www.aarp.org
a) What is the general target audience for this Web site? Answer: The audience for this site is current and prospective members of the American Association of Retired Persons, who are Americans over the age of 50 years old. b) How do the creative aspects of this site appeal to the target audience and engage it? Answer: This site appeals to the audience by providing an information-rich presentation in an easy-to-read, uplifting, and patriotic manner.
Answers
Return to the Web sites discussed previously to assess branding activities on the index page of each site.
www.disney.com
a) What branding activities are immediately apparent on this Web site? Answer: The company's logo and internationally recognized rodent mascot are displayed prominently. Other well-known images and phrases also reinforce the branding effort. www.gouldshawmut.com
a) What branding activities are immediately apparent on this Web site? Answer: Color, logos, and slogans are incorporated in the presentation. www.putnaminvestments.com
a) What branding activities are immediately apparent on this Web site? Answer: Corporate logos and other identity elements are included to reinforce this company's brand in the marketplace. www.llbean.com
a) What branding activities are immediately apparent on this Web site? Answer: Company logos, outdoor images, and icons taken from the company's other media efforts support a continuing branding effort. www.vw.com
a) What branding activities are immediately apparent on this Web site? Answer: This site is particularly strong as a branding tool, serving as an on-line extension of branding campaigns in other media. Logos, slogans, and graphics are utilized in the same manner as the company's extensive brand-building strategy. www.aarp.org
a) What branding activities are immediately apparent on this Web site? Answer: Logos and colors are used to tie this Web site to the organization's other communication efforts and to make the site consistent for member recognition.
Self-Review Questions
In order to test your progress, you should be able to answer the following questions:
| 1) | The big idea for a creative presentation does what?
|
| 2) | The look and feel of a presentation involves which concepts?
|
| 3) | Branding is the process of directly selling products to consumers.
|
| 4) | Branding is the process of building company and product recognition with an audience over time.
|
| 5) | Creative elements of a Web presentation should do what?
|
EAN: 2147483647
Pages: 87