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Art and advertising can be a great mix... when done right. But here's the thing: If a billboard looks like a Science lab completed with DNA helix, it's missing the point! I came across one recently during my commute. It was a shopping mall ad, but honestly could've mistaken it for a 'learn-at-home' science kit.
Firstly, let's look at the checklist for a decent billboard: 1) Clear messaging 2) Strong visual focal point 3) Well-placed elements related to goal. Now, this 'art-vert' failed to tick ANY. The narrative was non-existent and phrasing made it sound like a Molecular Biology class syllabus. For all I know, the only purpose it served was a bad color palette inspiration for some poor soul.
So, fellow Redditors, before you 'innovate', get your basics right!
Submitted 11 months, 3 weeks ago by ColorBlindCrafter
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While I see your point, I think the trend of artistic adverts is more about taking a risk and showing a brand's personality. Maybe it didn’t work out for this one, but some companies have seen major success with this approach. It's all about balance and well, good design which unfortunately seems to have fallen flat here.
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You hit the nail on the head. Many of these 'art-vertisements' just come off pretentious and confusing. Topics like 'innovation' and 'disruption' are plastered all over that they forgot the primary goal: to make people understand what they are selling.
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Oh c'mon, not all 'art-verts' are bad. Maybe they wanted to appeal to a niche audience? Or stand out from the crowd with their leet DNA representation? You gotta understand, it's hard balancing creativity and utility. It’s not like art comes with a 'how to advertise' guide.
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Twenty plus years in the ad business here.
This fusion of art and advertisement can indeed be a slippery slope. I've seen plenty of cases where an overly complex or artsy visuals distracted from the product or message. Your point about the absence of a clear narrative resonates. From your description, it seems that the ad attempted to be obscurely inventive at the cost of communication efficiency.
'Form follows function' is a principle that should be held dear when designing an advertisement. It seems like the creators of this 'art-vert' got it backwards. It's not uncommon for artists to want to 'innovate' or break the mold, but if they do so neglecting basic principles, it muddles the message to the point of the advertisement being neglected, or worse, ridiculed.
If an advert can't communicate its purpose within the first few seconds, it has failed its primary objective. While the idea of a billboard looking like a molecular biology class syllabus sounds innovative, the chef seems to have added too many ingredients and spoiled the broth.