Acclaimed Illustrator, Nasheet Shadani, employs his experience and know-how in the field of advertising to inform us about the constantly transforming nature of the field; the factors influencing these changes, and the effects of this going advancement.
Like any other creative industry, it is about transformation.
This process of transformation has been much faster in the previous few years. The art of communication has evolved from being merely ‘announcements’ to real-time engagements. Earlier, it used to be very passive, but it is now becoming more and more active. These changes are based on the context of the social structure and related trends which existed then and the way they have become now, with respect to the current status of economy, technological leaps, means of communication, nature of aspirations and so on.
With the ongoing advent of improvised and more innovative technology, new media emerges as a byproduct of the changing scene, and with the evolution of new media, new languages and behaviours are formed and cultivated. Smart brands are those that are more open and quick in adapting to these upcoming changes. Each and every day, we are bombarded with more and more information and visuals, in all sorts of ways. Our brain automatically starts filtering information i.e. if an ad looks like an “ad”, it will be on the top of a person’s ‘ignore-this-list’.
Technology and the fast-paced culture is also changing the way we focus our attention.
According to a Microsoft research, the attention spans of people have dropped from 12 seconds (in 2000) to 8 seconds (2015). This demands a relook at how we are going to create advertising. Less text and more visuals that clearly communicate the point; videos that work without sound; messages that are delivered in the first few seconds, and worth-disrupting content are few of the advertising needs based on how people respond to ads these days.
India is coming out to be one of the fastest growing online populations.
This revolution needs to be smartly encashed. For example, on platforms like Facebook, a great idea from a small startup can reach millions of well-targeted people, through a single click. The future is going to be even more exciting.
Technology cannot save a bad idea.
No matter how technology-driven we become as a society, the pressure will always be on thinkers. A great idea put strategically across various media is the hack
Published in Issue 36
Every year brings a lot of hope and promises. With a New Year resolutions list (which might be lost by now) and hope of everything will change for good we all welcomed 2017. This issue explored, how these changes will affect our businesses and how we can be prepared for the growth predicted by the experts. The Wise Advice section includes pieces of advice on the web, mobile apps, user interface and user experience from well-known industry experts. Arun Pattnaik, a self-learned UX & UI expert also highlighted the importance of user experience in the process of building a strong brand. This issue gives you hint about tends to keep an eye on and how to be ready for it! So not just for the business owners but also for upcoming creative entrepreneurs this one is a must read!
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