As children, we took the first opportunity to express our internal illusions with the help of ‘pencils and crayons. In kindergarten classes, children love to feel the shapes and see the things in order to learn. Kids invent their own shapes on paper or in clay. The thought process in childhood is based on perception. As we grow older, we put inhibitions on our freedom of visual perception. The child in us who started scribbling at the slightest suggestion disappears.
What is visual thinking? It is a language whose effectiveness depends upon its flexibility and willingness to experiment. Winters and Milton suggest vizthink method as the first step in visual thinking. Vizthinking is essentially idea visualization. The copy should be conducive to vizthinking. There should be collaboration between the copywriter and the art director. Copywriters need not be artists, but they can think visually. They can do a little drawing, sketching, doodling or thumb nailing.
In other words, we are recording mind’s perceptions by doing so.
The central selling message and the copy appeal governs visualization. Marketing research also provides the basis for visualization.
The ad should try to connect the idea with a proper visual. A single idea can be visually expressed in a number of ways. For example, an embrace, can express love by a look, by caressing or by a kiss. We also have to choose between a description and a visual. Should a tandoori chicken dipped in butter be described in words? Can we instead give a picture – either an illustration or a photograph of the chicken? The answers are not simple. But we can evoke greater response by combining a picture with carefully crafted copy. In isolation, both the picture and the words are not so effective. We should always try to express an. idea in pictures in a number of ways. Later, the product is taken into account. The target audience is considered. Mother’s love for a baby is shown by a picture of mummy gently applying Johnson’s Baby Oil on the tender skin of the baby. The visualizer must have enough background information to visualize properly. The ultimate aim is to evoke response from the target audience.
The left side of the human brain is seat of reasoning and verbal skills. It is responsible for processing the information step-by-step. The right side of the human brain provides with intuition. It processes the information simultaneously. While we dream, the right hemisphere of the brain works over-time, suppressing the left. Instinctive products, which are brought on a whim or a fancy like a perfume, would be steeped into sensual appeals to the right hemisphere. A complex product like computer must be sold on the basis of reasoning that appeals to the left hemisphere of the brain. In emotional ads, the artist carries the larger burden of the appeal, with less emphasis on words. In rational ads, the copywriters are allowed full play of words, while the artist just gives definite and distinct pictures, may be outlines. It is, however, important not to over-emphasize the separation of the functions of either side. Music appeals to both the hemispheres..
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