Digital Advertising in the Modern Visual World By Dustin Stout
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Transcript of Digital Advertising in the Modern Visual World By Dustin Stout
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Visual Thinking, Design Principles, Tools
Digital Advertising in the Modern Visual World
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FACT 1: The Internet is becoming more and more visual.
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FACT 2: Human beings have evolved to judge their environment based on visual cues.
Fogg, B., Soohoo, C., Danielson, D., Marable, L., Standord, J., & Tauber, E. (2003)
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FACT 3: The growing fragmentation of visual marketing mediums is a pain in the rear end.
Stout, Dustin W. (2015)
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VISUAL TRUST: When something looks professional, we generally assume that it is professional.
Stout, Dustin W. (2015)
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▪ Balance ▪ Framing ▪ Contrast ▪ Color ▪ Typography ▪ Quality ▪ Consistency
VISUAL TRUST INDICATORS
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BEFORE ALL ELSE: The purpose of good visual design is to effectively communicate a message.
Plain and simple. Don’t screw that up.
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BALANCE: All visual “weight” is evenly distributed throughout the canvas.
Our brains are programmed to see symmetry as beauty.
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But Dustin, what if the image isn’t perfectly symmetrical?
I’m glad you asked. And don’t call me butt Dustin.
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BALANCE: Use symmetry and asymmetry to
give your visual marketing structure and stability.
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FRAMING: Creating even clearance around the edges of your visual piece.
Or in other words… whitespace.
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FRAMING: Imagine an invisible red-zone
around the edge of your canvas to avoid clutter.
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CONTRAST: Visual distinction between background and subject matter.
Probably the hardest thing to explain… so let me just show you.
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What is the point of adding text if people can’t freaking read it?
Answer: There is none.
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BEFORE ALL ELSE: The purpose of good visual design is to effectively communicate a message.
Plain and simple. Don’t screw that up.
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#ProTip: Add a dark, semi-transparent layer to boost contrast.
Drop shadow works, but be conservative. Nothing kills a design faster than bad drop-shadow.
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CONTRAST: Just make sure it’s readable, and
if it’s not, fix it.
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COLOR: Using the right combinations can set an emotional and psychological tone.
Witty commentary here.
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RED: Exciting, demands attention. Studies show that the color red can actually increase heart rate.
Also, my favorite color.
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ORANGE: Fun, youth, ambition. Also an attention-getter this color works great for Calls-to-action.
Probably my second favorite color.
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YELLOW: Happiness, optimism. Studies show that this color causes the release of serotonin.
You’re welcome.
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GREEN: Growth, nature. Also associated with money, this color is the easiest for the eye to process.
It’s also very trendy right now.
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BLUE: Trust, loyalty. The majority of people would say this is their favorite color. Associated with calmness & security.
Can you guess who uses this blue?
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VIOLET: Prosperity, royalty. Studies show that this color actually stimulates problem solving.
Be careful not to over use or it can give the impression of being fake or superficial.
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GREY: Solid, timeless. Associated with stone or rock, this color communicates sturdiness and longevity.
How many of you are wondering if it’s spelled gray instead?
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BROWN: Earthy, organic. Associated with being natural or earthy. If done right it can be very soothing.
If done wrong… well let’s just say the result can be crappy.
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WHITE: Cleanliness, clarity. Also associated with purity and adds no extra visual weight.
Also the most popular color for movie credit text.
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BLACK: Elegance, power. Gives an impression of strength and authority.
Maybe why it’s cooler to say you like “black” coffee.
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Keep colors few and well coordinated for maximum appeal.
Unless you’re really good at color theory.
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▪ coolors.co ▪ color.adobe.com ▪ colourlovers.com
COLOR RESOURCES
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Always keep your target audience in mind.
■ What colors will speak to them more effectively?
■ What emotion are we trying to evoke?
■ Are the colors we want “on-brand”?
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TYPOGRAPHY: Or in other words-- choosing the right “fonts”.
Resist the urge to give a lecture about the difference between typeface and fonts.
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▪ Fontpair.co
TYPOGRAPHIC RESOURCES
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▪ Typ.io
TYPOGRAPHIC RESOURCES
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▪ femmebot.github.io/google-type/
TYPOGRAPHIC RESOURCES
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▪ hellohappy.org/beautiful-web-type/
TYPOGRAPHIC RESOURCES
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When choosing fonts: ■ No more than 2 fonts ■ See how it looks at 8px ■ Don’t let style trump legibility ■ Make sure you have a license or
it’s free to use commercially.
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MOST IMPORTANT TEXT Not quite as important but noteworthy
Much less important than the other text Y o u c a n p r o b a b l y d i s m i s s t h i s t e x t e n t i r e l y
HIERARCHY
ACTION!
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#ProTip: Your call-to-action should always stand out (contrast) with the other elements.
Do what I call the “Squint” test.
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#ProTip: The smaller the font is, the more space you will need between characters.
It also helps to space out characters when using A L L C A P S.
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QUALITY: Building an eye for detail. Pixelation is your enemy.
Witty commentary here.
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HI-RESOLUTION Always source images that are bigger than you will need. It’s much easier to scale down.
1200 pixels wide or bust!
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QUALITY: If your image looks like it came out of an 80’s video game, find
another image.
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CONSISTENCY: Having a consistent look & feel shows intelligence and intentionality.
Consistent branding builds trust. Consistent advertising builds recognition.
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COMPONENTS EXECUTION IMAGE / BACKGROUND A visual that connects strongly with the intended message.
TAGLINE / HOOK What they need to know in a few well selected words.
BRAND
CTA GET IT
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CONSISTENCY: Having clearly defined messaging,
imagery, colors and typography makes for a professional-looking
advertising campaign.
![Page 71: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/71.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
SO. MANY. CHANNELS. And way too many different shapes and sizes for your visual marketing efforts.
Witty commentary here.
![Page 72: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/72.jpg)
#SMX #32B @DustinWStout
▪ 320x50 ▪ 468x60 ▪ 728x90 ▪ 970x90 ▪ 336x280 ▪ 300x250 ▪ 250x250
GOOGLE DISPLAY NETWORK ▪ 300x600 ▪ 200x200 ▪ 160x600 ▪ 120x600 ▪ 240x400
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#SMX #32B @DustinWStout
▪ 1200x628 ▪ 1200x900 ▪ 1200x444 ▪ 1200x675 ▪ 600x600 ▪ 100x72
FACEBOOK ADS
![Page 74: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/74.jpg)
#SMX #32B @DustinWStout
▪ 144x144 (App) ▪ 800x320 (App, Website) ▪ 800x200 (Lead card) ▪ 16:9 (Video)
TWITTER ADS
![Page 75: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/75.jpg)
#SMX #32B @DustinWStout
▪ No size restraints but... ▪ Taller images perform better on
Pinterest. ▪ Typical size of 735x1102 makes
for maximum coverage on most devices.
PINTEREST ADS
![Page 76: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/76.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
TOOLS & RESOURCES: To get you started in the right direction.
Witty commentary here.
![Page 77: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/77.jpg)
#SMX #32B @DustinWStout
▪ BlogPhoto.tv ▪ PicJumbo ▪ MoPho.to ▪ Gratisography ▪ Pexels ▪ Pixabay ▪ Death to the Stock
Photo
FREE PHOTOGRAPHY
![Page 78: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/78.jpg)
#SMX #32B @DustinWStout
▪ iStockPhoto ▪ PhotoDune ▪ Lightstock
LOW-COST PHOTOGRAPHY
![Page 79: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/79.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BEST OPTION: Hire a professional to do a one-day shoot and get as many shots as you can.
It’s not cheap, but worth every penny for a good photographer.
![Page 80: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/80.jpg)
#SMX #32B @DustinWStout
▪ Photoshop ▪ Canva ▪ Pixelmator ▪ Sketch ▪ Pixlr ▪ Gimp
GRAPHIC DESIGN APPLICATIONS
![Page 81: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/81.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
EXAMPLES: Let’s deconstruct some real-world examples.
![Page 82: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/82.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
![Page 83: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/83.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
![Page 84: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/84.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
![Page 85: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/85.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
![Page 86: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/86.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
![Page 87: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/87.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
![Page 88: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/88.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
![Page 89: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/89.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
![Page 90: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/90.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
![Page 91: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/91.jpg)
#SMX #32B @DustinWStout
Your Name/Title/Co. Could Go Here Too
BEFORE ALL ELSE: The purpose of good visual design is to effectively communicate a message.
Plain and simple. Don’t screw that up.
![Page 92: Digital Advertising in the Modern Visual World By Dustin Stout](https://reader031.fdocuments.us/reader031/viewer/2022030313/58d0d49a1a28ab47238b51ab/html5/thumbnails/92.jpg)
#SMX #32B @DustinWStout
THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016