In this post, I explore three different print ads to examine how different design styles impact emotional response. All ads were acquired from WELOVEAD which is a free site for exploring a diverse range of ad campaigns across the globe.
For this assignment, I am exploring the following three types of emotional designs: Visceral, Behavioral and Reflective.
Visceral Design: (Samantha – Natural Cracked Heel Lotion)
Note how this image of two heels, carefully placed together, gives the perception of a naked woman with soft, supple skin, drawing the audience into a world of beauty and sex appeal. This visceral design, allows both men and woman to find sex appeal in a body part traditionally ignored. It is through the use of “Natural Cracked Heel Lotion”, that Samantha inspires the consumer to be both beautiful and sexy.
Behavioral Design: (Dickies)
Note how this print ad for Dickies, immediately implies comfort, utility and practical use of their clothing. The behavioral design effectively implies that Dickies are the right clothing to wear on the job, on an adventure, or for delivering that special gift. Men and women alike can see the hero represented through this imagery, and connect emotionally with the calm and comfort that Dickies can provide.
Reflective Design: (Endangered Wildlife Trust)
Note how this image immediately brings to mind, a school of fish in water with sunlight streaming to the underwater depths. Following the light, your eyes are immediately led to the written statement about fishing boats out numbering fish in the oceans. It is at this point, that our personal understandings come into play, and the audience recognizes the image is actually a school of boats. At this point, an emotional response of shame or concern is drawn upon. It is the power of these emotions that support and bring attention to the brand of the Endangered Wildlife Trust, which is based on concern for our oceans and marine life.