Figure 1: Samsung Poster
Introduction
People constantly see marketing messages and commercials from the moment they wake up. Companies are continuously vying for our attention and trying to persuade us to buy their products, whether it is through social media, billboards, or TV advertising. Nevertheless, what distinguishes one advertisement from the others? Color and typography are crucial design components that can make or break a marketing campaign’s effectiveness. This report breaks down the steps of designing a captivating Samsung poster. It examines the careful consideration of its color scheme, font selection, and general layout to draw in potential buyers and convince them to pick Samsung for their next smartphone purchase. It is possible to understand the psychology of successful marketing and the impact of visual communication by looking at the psychological theories which affect design choices.
Assessing the Design
There was a need to double-check the poster to ensure the wording was effective. The message was clear and memorable, using English to reach the intended audience best. Additionally, there was a need to ensure the clarity of the poster with the help of readable, attractive typefaces. The type is large enough to be read far away, and the text is laid out sensibly. The layout is uncomplicated and straightforward, making it simple to digest the material. Because of this, the poster is simple to read and comprehend by its target demographic. The usage of appropriate hues lends visual appeal to the sign. The text in white is great against the light blue background. Much consideration was given to using color, which enhanced the poster’s typography and design. This added to the poster’s visual appeal and helped to keep the reader’s interest.
Where will the poster be Situated?
The poster will draw clients to busy places like shopping malls, public transportation hubs, or streets. It is a rectangular paper poster created for optimum visibility in full color and on a considerable scale. The top of the light blue background has bold, striking white writing that reads, “So what are you waiting for?” and the subsequent message, “Join the millions of pleased consumers across the world and select Samsung for your next smartphone,” are both positioned to the left. You will not be let down; trust us.”
The poster’s right side features a high-quality photograph of three Samsung Galaxy S9 devices slightly slanted to the side. On the right of the poster, in smaller type, are the Samsung logo, motto, “Imagine the possibilities,” and the company’s contact details for clients eager to learn more about the item.
The poster’s color scheme was selected based on studies into the psychology of color and its effect on consumer behavior. The light blue background was chosen to represent the trust, serenity, and dependability that Samsung wants its customers to associate with the company. The white typeface was chosen because it stands out firmly against the blue background and is simple to read at a distance.
The poster is eye-catching, educational, and attention-getting, and it conveys a strong message urging potential buyers to pick Samsung for subsequent smartphone purchases. The header and post message are aligned to the left for maximum visual impact, while the image, logo, and tagline are aligned to the right.
The Rationale for the Design
Attention Theory
According to the attention theory, people are more likely to pay attention to novel stimuli that are prominent and relevant to their environment (Joseph & Wilson, 2018). It proposes that attention is a finite resource, and as a result, individuals will only concentrate on stimuli they evaluate as significant or intriguing. This idea has significant ramifications for marketing and advertising since it says that businesses should craft captivating advertisements that stand out from the myriad of other messages that consumers come into contact with regularly.
The Attention Theory explains the use of strong wording at the top of the poster to grab viewers’ attention. The poster’s wording also uses the social proof concept to entice potential consumers to join the millions of happy Samsung users. The idea of reliability is crucial since it encourages consumer brand loyalty. The decision to use a light blue background is in keeping with the brand’s commitment to dependability, security, and innovation. The logo is also essential for advertising since it aids in brand recall, boosts sales, and fosters customer loyalty. The Samsung poster strongly recommends that potential customers pick Samsung for their upcoming smartphone purchases. It is visually appealing, informative, and attention-grabbing.
Bold Writings
The psychological theory of attention served as the basis for choosing robust and attention-grabbing lettering at the top of the poster. Research shows that novel, salient, and relevant stimuli draw people’s attention (Watson et al., 2019). Onlookers will more likely notice the message and entice them to continue reading using powerful, bold writing.
Choice of Words
The subject “Choose Samsung for your subsequent smartphone to join the millions of other delighted consumers around the globe. You will not be let down, trust us “utilizes the social proof principle. Social proof is people’s propensity to imitate others’ behaviors and viewpoints, especially in ambiguous or uncertain circumstances (Xu et al., 2022). The poster shows people’s desire for social acceptance and encourages potential consumers to join the millions of happy Samsung users who have already made the switch.
The message’s usage of the term “trust” also references the idea of trustworthiness, which is crucial for fostering brand loyalty (Confente & Kucharska, 2021). Trustworthiness is crucial for consumers when deciding what to buy because it is based on how they perceive someone’s honesty, skill, and dependability. The poster is more likely to persuade potential customers to choose Samsung for their upcoming smartphone purchase by presenting Samsung as a reliable brand that customers can rely on.
The Background Colour
The notion of color psychology influenced Samsung’s choice of a pale blue background for their poster design. Color psychology postulates that our moods, thoughts, and actions can all be affected by our exposure to various hues. According to Siamionava et al. (2018), the color blue is reassuring and relaxing; it has been shown to increase perceptions of dependability and safety. It is ideals mirror those that Samsung aspires to represent as a brand: technology, communication, and innovation. Furthermore, the color light blue has been shown to evoke feelings of friendliness and openness. Consumers are likelier to buy a product whose color scheme includes blue, making the hue a common choice for technology companies (Casas & Chinoperekweyi, 2019). To that end, the Samsung poster’s bright blue background was selected to inspire confidence in the company, enthusiasm for its products, and friendliness to new customers.
The Logo
The research on brand awareness and the importance of logos in advertising led to putting the Samsung emblem and phrase at the bottom of the poster. Logos are used in advertising because they help people remember brands, which in turn can improve sales and consumer loyalty (Rafiq et al., 2020).
The Samsung brand’s logo and tagline were designed to convey a particular message to consumers. The logo’s distinctive blue color scheme and simple, contemporary design make it readily recognizable to customers. With the tagline “Imagine the Possibilities,” the company hopes to inspire customers to think outside the box and try the unfamiliar.
The poster’s corporate identity and message are strengthened by including the Samsung emblem and phrase at the bottom. The logo and phrase will be visible even to those who merely glance at the poster, which will assist in making a memorable impression and spreading brand awareness. According to Rafiq et al.(2020), customers are more inclined to stick with a business they have come to know and trust, which can enhance profits.
Samsung Smartphone Image
Images are frequently used in advertising to grab attention and strengthen the overall message (Villarroel Ordenes et al., 2019). In this scenario, an image of three Samsung Galaxy S9 phones was used to demonstrate the marketed goods and add visual appeal.
Scientific studies have demonstrated the power of commercials’ visuals in shaping consumers’ impressions and opinions of the products they feature. Research has shown that visuals are more memorable and easier to digest than text alone (this is known as the “image superiority effect”). This means that if one includes a picture of the product in the ad, people are more likely to recall both the advertisement and the product it promotes.
Including numerous items in the photograph may also act as social proof, a psychological phenomenon in which individuals are more inclined to engage in a behavior or make a purchase when they observe others engaging in the same behavior or making the same purchase. There is an inference to be made about the quality of the Samsung Galaxy S9 because three of them are being displayed.
Conclusion
The poster design for Samsung is a fantastic illustration of how the choice of color and typeface can greatly impact the efficacy of a marketing campaign. The poster features images of Samsung products, including televisions, smartphones, and tablets. The spectator’s attention is successfully drawn to the poster thanks to the combination of the light blue background, white text, and bold script, and the viewer is encouraged to continue reading. The messaging applies the concepts of social proof and trustworthiness to persuade prospective customers to select Samsung when they buy their new smartphones. The aesthetic appeal of the poster is further enhanced by incorporating a photograph of highly high quality depicting three Samsung Galaxy S9 devices. By using many psychological theories, Samsung was able to build an alluring poster that conveys its brand identity and message to consumers who may be interested in purchasing Samsung products.
References
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Xu, L., Roy, A., & Niculescu, M. (2022). A Dual Process Model of the Influence of Recommender Systems on Purchase Intentions in Online Shopping Environments. Journal of Internet Commerce, 1-22. https://doi.org/10.1080/15332861.2022.2049113
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