Using Illusions As Part Of An Advertisement
Graphical illusions are used on a regular basis to promote advertising of all kinds. Whether you are getting a cheeseburger from your favorite drive-through restaurant or buying something to cook at home from the grocery store, nearly every label shows a picture of what the item could potentially be.
How many times have you gone to the restaurant and thought to yourself how your meal doesn’t look anything like the picture? While there are some instances where the products look exactly like they are advertised, often enough they surely don’t. Why is this practice so popular? Because it increases sales by making the product more appealing.
- Mouth Watering
In many instances, showing what the item actually looks like could hinder the sales of it. For instance, a double cheeseburger looks a lot different when comparing it to the actual picture. However, this isn’t meant to be distracting from the true nature of the product. During the process of wrapping the burger up as quickly as possible, it could look a little squished and deformed. Originally, the burger may have looked exactly like it did in the image.
It’s not uncommon for a company to use sex appeal to promote its products. Although this practice can distort the purpose, physical attraction works on a multitude of levels for selling products or services. No other product has more attraction for men than cars and the women who are draped over them. As in this picture, can you tell what kind of car they are surrounding? At the risk of being rude, can you imagine the same car with the woman in picture 2 below draped on it?
On many occasions, the graphic designer will embellish on the fruits of an activity to maximize its impact on the consumer. If a potential buyer sees how much excitement can be had by using the product, they will want to have a part of it. This is used a lot in sporting goods and outdoor activity products. Water-based devices will demonstrate on perfect green lawns how much fun it can be for the whole family. However, they don’t show the reality of many rural lawns for their true nature. Can you imagine sliding on your stomach across a lawn like this with only a thin plastic sheet and water separating you from a first aid kit? Not every lawn looks like a golf course.
- Style and Class
Designing images that impact a product’s ability to sell well to consumers is the ultimate goal. Some will go so far as to imply that your life will be full of style and class if you use a particular product. Alcoholic beverages are big on this ideal. Products like Tangueray promote a more sensational life around the drink itself, but does it really demonstrate the reality of alcoholic beverages concerning the target audience? Probably not, but it looks good and helps in distributing the product. Would the advertisement have the same effect if a more realistic look at the target audience were demonstrated in the commercial?
Although you don’t want an advertisement to promote false imagery of the product, “dressing it up” doesn’t hurt to attract attention to it. After all, most companies that use images depicting a product in a more positive light only show what the item could be if the circumstances were good. As long as the images don’t go overboard and insinuate impossible achievements with the product, making something look nicer helps sell it.