Chapter 7

Creative That Engages the Mind

IN THIS CHAPTER

check Developing a compelling creative campaign

check Using color and words for creative that engages, inspires, and sells

check Crafting an actionable creative brief

check Exploring idea generation activities for product development and brand building

Often one of the elements of marketing most taken for granted is the creative presentation. After all, people act on words, not images, right? Wrong. As we mention in Chapter 2, people’s unconscious mind makes a judgment about something, someone, or someplace based on the visual elements, and their hormonal triggers respond accordingly. Research put out by Xerox and other creative technology groups shows that people make a judgment about a brand by its visuals in about 60 seconds, and up to 90 percent of that judgment call is based on color.

Beyond color, the images, fonts, and even the layout of a marketing piece influences engagement. If those elements create anxiety, people get that cortisol rush and end up in flight mode most often. If the layout is too cramped, they move on before reading a word ...

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