Persuasion with Cath

Today Cath Davies visited us in the Graphics studio to give us a talk on persuasion.

One of first stages of the project should be to find what existing campaigns are already out there relating to our topic area. After dong this, then you can relate your own ideas to them. You can borrow techniques from existing campaigns, explain your design decisions including why you’ve chosen to do it, etc. You can also talk about techniques that you don’t like, if there are any, and why.

Techniques that generate response:

  • Images – relating to the client’s organisation. Which images and why?
  • Text and typography – what information is provided  about the organisation? Language and its connotation? Relationship to the image?
  • Framing, colour, narrative themes, and motifs.

In the session with Cath, she showed us a range of different persuasion campaign posters relating to a particular topic, for us to analyse. The posters that she showed us were all on the topic of animal testing, focusing more specifically on, anti-fur campaigns. She said that we should consider the techniques used that encourage either informative or emotive responses to the client’s need.

Informative: this is the information part; it is usually text – the information goes to the viewer’s brain/head and it can make them think – the informative part is often a call to action.

Emotive: this can be images or text that appeal to the viewer’s emotions, causing for example, feelings of sadness, disgust, or anger.

Screen Shot 2017-03-09 at 15.27.56

Using Cath’s [famous] columns, we considered the range of techniques employed to raise awareness in the examples that Cath had picked out. We talked about the possible advantages and disadvantages of the techniques and design approaches used, from the viewer’s perspective.

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