That\'s the amount of time you have to get a viewer\'s attention with your ad, billboard or TV spot.

If they are drawn in long enough to look at your ad you have just 7 seconds more to hold their attention and communicate your message.

As an advertising photographer and creative director it amazes me how many small to medium sized businesses fail to understand the importance of well photographed and designed marketing materials.

There is a science to advertising.

It certainly isn\'t an exact science, but never the less, to do it well takes skill and understanding of the rules in design that have been around since the Greeks developed the Golden Mean rectangle to create eye pleasing balance in sculpture and art.

I\'m not saying you always have to follow the rules, but in any form of media there is a need to understand the rules before you can break them successfully.

In advertising we understand successful print ads or TV commercials have a carefully thought out structure. Through training and experience we learn to arrange and size elements within a magazine page or screen area so the audience gets the message quickly and clearly. It\'s our knowledge of the "science" behind all forms of media that makes our creative skills valuable to any business, regardless of it\'s size.

Unfortunately, we are seeing many people who like to think of themselves as a designers or photographers because computer programs now make it possible for anyone to set type and drop in a photo.

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