Strategies: Designing P-O-P Creative that Pops
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DESIGN TO INTERRUPT: As human beings we are wired to notice things that are different. It’s the fight or flight caveman-response mechanism. So adding things like LED lights, motion technology, sound clips and scents helps separate you from other activities happening in your space. Unless, of course, you’re advertising in Times Square. Then all bets are off.
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MIX IT UP WITH A VARIETY OF TEXTURES AND COLORS: Once you’ve got a prospect’s attention, keep it by giving her something interesting to look at and respond to. Use of colors and materials provides deeper connections to the brand and can help differentiate you from competitors. Use a cool metallic look for a contemporary product or a soft fuzzy texture for a softer homier feel.
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DIMENSIONALIZE: Use layers to establish message priority. For instance, if you think prizes have the stopping power needed to get you noticed, pop them out of their own layer.
“The true magic happens when you as the designer or client can use the above tactics in a way that connects to your brand and helps communicate your message,” says Scott Neumann, executive creative director, senior vice president, Wunderman Chicago. — PO
