ATTENTION! The effect of graphic design on the consumer’s attention.

by Jordan Arcibal

According to Rod Roberts, I have 8 seconds on average to get your attention. Part of the AIDA framework, attention is the first and most important factor when it comes to a possible prospect of your product or service. The biggest factor of attention has to do with various stimuli that can trigger a consumer’s attention. These different stimuli are factors of graphic design that contribute to the attention span of a consumer or viewer.

Top Factors:

Headline

via ForeverHeavy

The headline “Bold & Refreshing” is a great example of a headline that grabs the attention of the consumer. It makes them wonder what exactly is “Bold & Refreshing” and gives them a motivation to explore the page even more.

Layout

via Jordan Arcibal’s Behance Portfolio

This layout uses four different pages that combine together to make a clean and complimenting layout. The top two pages combine together through the use of typography while the bottom two bring the entire layout together with info on what the entire design is about. Unique layouts will always grab the attention of a viewer or consumer.

Graphics

via Jordan Arcibal’s Behance Portfolio

The use of effectively using graphics is vital when grabbing the attention of others. This example uses one of the “Kony” pictures inside the type, which helps bring more attention to the information listed on the poster. The picture is essentially only masked on the words so that viewers only see what the graphic is through the type.

Color

via Travis Barteaux

Color is another huge factor of attention. Viewers or consumers are attracted to different colors, and colors can also set the mood of the viewer. This piece uses a great use of blue and various shades of blue to bring a strong attention to the display. The word “unbreakable” is a compelling word choice, which is also highlighted in blue to draw strong attention.

White Space/Negative Space

via Brian Plemons

White or negative space is crucial in design. It helps to draw the viewer’s attention to the desired spot of the design. This logo uses two arrows to create the white space that shows the “H” in “SHIFT”. Just like this example, white space can be used very creatively to gain the attention of viewers and consumers.

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Red Bull advertises a lifestyle, not a product.

by Jordan Arcibal

Red Bull is one of the most successful companies when it comes to brand image and brand equity. Essentially, Red Bull doesn’t sell a product, they sell a lifestyle. Their main marketing tactic is to introduce the consumer to the “World of Red Bull”.

They accomplish this by using non-celebrity endorsements and extreme sports to sell their product. Although their non-celebrity endorsers are not well known, Red Bull still is able to use them to market the lifestyle in a great way. In Red Bull’s commercials they don’t even show their actual energy drink until the end of the commercials and it’s only for a couple seconds. This just shows the strength that their brand has on the consumer.

Their logo also has a strong value on the audience. If you show almost anyone the Red Bull logo, they will instantly know what Red Bull and their brand does. Building a strong brand image along with a strong brand logo is vital for companies that strive to own their market.

That target market that is catered to in regards to Red Bull is Generation Y. They are focused on selling the Red Bull lifestyle to thrill seekers and adventurists. Some other characteristics that define their lifestyle are those of adventure, courage, and inspiration. In other words, Red Bull is for those that want to take life to the extreme and with Red Bull they are able to do that.

Red Bull uses their understanding of their target market to emotionally draw in their audience. When a company can emotionally target the lifestyle of an audience, then they have gained the attention of the audience in the best way possible. Red Bull has created an emotional appeal to their product and uses that emotion to influence their consumers in a positive way.

Red Bull doesn’t only sell a lifestyle, but they also sell personal success along with it. In their commercials and advertisements, Red Bull pushes individuals to succeed. In their advertisements they use quotes and inspirational music to sell the audience on self-motivation as well as a sense of self-success.

As of right now, Red Bull is the leading company in all energy drinks. They lead their market in every aspect and bring a strong emotional appeal to their audience. I believe Red Bull will continue to push the lifestyle of their company in a positive way and influence their consumers to succeed. “Welcome to the World of Red Bull”.

via youtube.com