From the course: Developing Ideas and Advertising Concepts
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What is concepting?
From the course: Developing Ideas and Advertising Concepts
What is concepting?
Great concepts require ingenuity. However, the final litmus test of what makes a great concept work is how well it communicates its message. I'll admit that sounds a little clinical and in that spirit, let's take a look at some concept images and dissect them. We see the use of cliche or shock novelty constantly. These maybe the result of a designer having too little time or a lack of interest in the project. The problem is cliches are boring and shock novelty has short lived appeal. this can cause the viewers to move on without remembering what the essential message was or what the ad was even for. With our society's 24/7 delude of media, cliches are hopelessly lost. The array of ads and editorial content often become pattern like one trying to outdo the other. And in the end, these simply blend into the surrounding landscape. In contrast, here's an example of why a more thoughtful, innovative approach grabs our attention and holds our interest long enough to communicate its message.…
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