MARKETING EXECUTIVE
Photoshop
Digital Storytelling with Adobe Photoshop CC
Through this module, various Photoshop tutorials were completed, which enhanced our understanding of the software and its capabilities. These tutorials provided valuable insights into the tools and techniques within Photoshop, enabling us to effectively create diverse posters, edit photos, and explore our creative potential.
For a marketing campaign for MaxFinance, one of its ads was inspired to be placed at a bus stop MUPI (Mobilier Urbain pour l’información, or in English, Urban screen for information) or an urban MUPI located around the city. As a local business, this campaign strategy aimed to attract people looking for a financial advisor, whether to buy a house, get health insurance, or secure a car loan, especially targeting those tired of commuting by bus.
A research was conducted to determine what to feature on the poster. After some research, it was understood that MUPI display ads typically have little to no text and rely on a catchy image. For a financial company, this striking and impactful image had to feature the owner. Since this is a real business and the owner wanted to maintain privacy, for the sake of this project, the images used in the poster were sourced from Freepik, a platform that offers a variety of stock images. Given that financial services require a significant level of trust from clients, the selected images had to convey confidence and professionalism. As a result, two images were chosen, one of the owner and the background image of a potential team member with a client, showcasing company professional attire and with a confident personality. To make the ad less rigid and more relatable to viewers, while presenting the company as approachable, the decision was made to design the poster in a style resembling a movie poster.
Regarding colour usage, the palette was based solely on the company’s existing logo, with dark blue as the primary colour, complemented by red and white to capture attention. To maintain brand guidelines, only gray and black, which are not part of the colour scheme, were used sparingly for definition, shadows, and contrast without overshadowing the primary colours. A gradient was applied to soften the colours, especially since red is part of the scheme, it was essential to avoid an overly dominant poster. The gradient helped integrate the colours in a way that maintained a clean, sophisticated, and professional look consistent with MaxFinance’s identity.
Typography played a crucial role in guiding viewers' attention. As noted earlier, MUPI display ads contain minimal information, so the content needed to be delivered effectively. The logo at the top serves as a strong anchor point, establishing identity instantly. Differentiated font sizes create a clear hierarchy, enabling the audience to identify key information at a glance. The ad copy was taken from MaxFinance's website and aligns seamlessly with the company’s information and services. It is concise and serves its primary purpose: encouraging people to contact MaxFinance and explore the company online to learn more about its offerings. The focus on brevity ensures that the key message is delivered effectively while prompting viewers to take action.
The font itself needed to be modern and clean to reflect professionalism. To ensure consistency and align with the business's formal tone, the main goal was to use the same minimalist sans-serif font as the one on the MaxFinance website. However, since the website font available in WordPress wasn’t accessible in Photoshop, the font Eras Demi TTC was chosen for the tagline, primary headlines, and call-to-actions. For the paragraphs, the selected font was Calibri. By bolding the tagline and call-to-action, these elements stand out prominently, while secondary information, such as services offered, is presented in smaller, lighter fonts to complement the primary text. All text is aligned and organized to enhance design clarity. The hierarchy and positioning of the text effectively communicate that this is a personable, trustworthy business, encouraging viewers to contact the owner for more information.
Adherence to fundamental design principles was key to creating a visually appealing and functional ad. The MaxFinance design incorporates several principles to enhance its overall impact:
Balance
The ad maintains visual balance by distributing elements evenly, giving every component its place. For example, the owner´s image might occupy one side, while text and branding elements are positioned on the other, creating stability and harmony without clutter.
Symmetry
While the ad may not have direct visual symmetry, the alignment of the brand name and evenly spaced text blocks reinforce reliability and structure, qualities sought by clients of financial services.
Layout
The ad layout is structured to guide viewers’ eyes smoothly from one element to another. The brand name is placed at the top, followed by the tagline in bold, services, and contact details, ensuring logical information flow. The use of white in text and icons prevents overcrowding and focuses the viewer’s attention
Readability
Key information is grouped cohesively, such as the tagline, contact details, and copyright notice, which reduces visual clutter and improves ease of access for viewers. Additionally, the use of bold fonts enhances readability at a glance. The choice of concise written topics, rather than lengthy text, further improves fast readability.
In summary, the ad effectively utilizes imagery, colour, typography, and design principles to communicate its message. It successfully establishes MaxFinance’s brand identity as professional, trustworthy, reliable, and approachable, all while ensuring the design remains visually appealing, professional, and informative.