In print ad, which is more important copywriting or visual?

Question

i wanna know that in print ad, people are more attract to visual or the copywriting?

what is mean by the copywriting? and what is actually mean by the visual in the print ad? are copy n visual connected to each other? is there any fact tell that people are attract to visual more rather than the copywriting itself in print ad? hope someone can tell me more....

Answer 1

There is no one answer to the question. That all depends on the purpose and approach of your advertisement. If you look at many advertisements that are considered to be showcased by ADWEEK, some of them rely on visuals to get the message across, while others rely on copy to get the message across. None of the ads have a 50/50 visual/copy balance.

It is important to clearly select either visual or textual communication in the early stages of planning an advertisement.

The ADWEEK Gallery linked to below should rpovide you with further assistance.

Answer 2

That depends a lot on the type of print ad you're advertising in.

Magazine ads for example are more effective if you have a large Visual element located centrally on the page with clear spaces everywhere else.

The text you place in this ad will only serve to complement your central image.  The text ad is usually a slogan or a message that complements the visual ad.

Newspaper ads on the other hand are more effective if the images are scattered in the page.  Newspaper ads are also more informative in the sense that they have more text than magazine ads.  Likewise for yellowpages ads.  Remember though that the message you put into your ad is a lot more important than all the other text combined (company name, phone numbers, address, etc).  

Try a USP (unique service proposition) message for your company like "Delivers in 30 minutes or your money back" or "when it absolutely, positively has to be there overnight - FED EX".  this makes the ad more meaningful for your reader.

In general, people are more attracted to Visuals rather than text.

Why?

1.  most people will only read an ad (scan it only even) if the visuals attracts their eye.

2.   Most people are too lazy to read ads and look at them only when they are looking for something.

3.  Less energy is spent by looking at pictures than reading texts.

4.  Images are BIGGER than text in ads, that's why they attract the eye more.

5.  Images are easier to remember than text.  M arch for McDonalds, check for Nike, the pink bunny for Energizer.

Hope this helps.:)

OCS

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