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🆃🅷🅴 🅵🅸🅶🆄🆁🅴-🅶🆁🅾🆄🅽🅳 🅴🆁🆁🅾🆁

As humans, we are bombarded by innumerable advertisements with 𝒕𝒆𝒙𝒕, 𝒑𝒊𝒄𝒕𝒖𝒓𝒆𝒔, 𝒗𝒊𝒅𝒆𝒐𝒔, 𝒂𝒏𝒅 𝒔𝒐𝒎𝒆𝒕𝒊𝒎𝒆𝒔 𝒔𝒐𝒖𝒏𝒅𝒔. These are all done in the quest to capture our attention and drive our likes and considerations for certain products or brands.

In my little experience as a marketer Nii Tettey Kwaku Sackey, I have observed people glorify the beauty of advert designs than their substance. Of course, beauty captures attention, but just like in any professional field, principles must be adhered to.

One such principle is the 𝑶𝒓𝒈𝒂𝒏𝒊𝒔𝒂𝒕𝒊𝒐𝒏 𝒐𝒇 𝑷𝒆𝒓𝒄𝒆𝒑𝒕𝒊𝒐𝒏; how people make meaning of their environment and interpret sensory data. Not to get too technical, this aspect of marketing seeks to unearth what people see, how they see it and how they interpret it to come to a meaningful conclusion of what an advert intends to communicate to them first-hand and in the most effective and time-conscious manner. Such study in the field of marketing is grounded in GESTALT psychology (in case you want to study further in the link below):
https://www.usertesting.com/resources/topics/gestalt-principles #:~:text=The%20figure%2Dground%20principle%20states,the%20back%20(the%20ground).

What ignites my sense of Recall (another important aspect of marketing) is a billboard I came across recently or perhaps, come across several times without bothering to look at the main details even though it catches my eyes instantly. Yes. Instantly, because it uses a beautiful model as its main figure, a good thing to do depending on what you are selling and this is where a lot of marketers and or designers make mistakes.

𝑻𝒐 𝒐𝒓𝒈𝒂𝒏𝒊𝒔𝒆 𝒊𝒏𝒇𝒐𝒓𝒎𝒂𝒕𝒊𝒐𝒏 𝒊𝒏 𝒂 𝒎𝒆𝒂𝒏𝒊𝒏𝒈𝒇𝒖𝒍, 𝒄𝒐𝒉𝒆𝒓𝒆𝒏𝒕 𝒂𝒏𝒅 𝒑𝒆𝒓𝒄𝒆𝒑𝒕𝒖𝒂𝒍 𝒎𝒂𝒏𝒏𝒆𝒓, 𝒘𝒆 𝒏𝒆𝒆𝒅 𝒕𝒐 𝒂𝒔𝒌 𝒐𝒖𝒓𝒔𝒆𝒍𝒗𝒆𝒔 𝒕𝒉𝒆 𝑩𝒊𝒈 𝑸𝒖𝒆𝒔𝒕𝒊𝒐𝒏: 𝑾𝒉𝒂𝒕 𝒂𝒓𝒆 𝒘𝒆 𝒔𝒆𝒍𝒍𝒊𝒏𝒈? 𝑾𝒉𝒂𝒕 𝒔𝒉𝒐𝒖𝒍𝒅 𝒃𝒆 𝒕𝒉𝒆 𝒔𝒊𝒏𝒈𝒍𝒆 𝒎𝒐𝒔𝒕 𝒊𝒎𝒑𝒐𝒓𝒕𝒂𝒏𝒕 𝒆𝒍𝒆𝒎𝒆𝒏𝒕 𝒐𝒇 𝒐𝒖𝒓 𝒅𝒆𝒔𝒊𝒈𝒏? 𝑯𝒐𝒘 𝒘𝒐𝒖𝒍𝒅 𝒂 𝒄𝒖𝒔𝒕𝒐𝒎𝒆𝒓 𝒑𝒆𝒓𝒄𝒆𝒊𝒗𝒆 𝒂𝒏𝒅 𝒐𝒓𝒈𝒂𝒏𝒊𝒔𝒎𝒔 𝒊𝒏𝒇𝒐𝒓𝒎𝒂𝒕𝒊𝒐𝒏 𝒊𝒏 𝒐𝒖𝒓 𝒂𝒅𝒗𝒆𝒓𝒕𝒔?

Unfortunately, one of the biggest errors or should I say hurdles is the issue of figure-ground and grouping.

𝐓𝐡𝐞 𝐟𝐢𝐠𝐮𝐫𝐞-𝐠𝐫𝐨𝐮𝐧𝐝 𝐩𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞 𝐬𝐭𝐚𝐭𝐞𝐬 𝐭𝐡𝐚𝐭 𝐩𝐞𝐨𝐩𝐥𝐞 𝐢𝐧𝐬𝐭𝐢𝐧𝐜𝐭𝐢𝐯𝐞𝐥𝐲 𝐩𝐞𝐫𝐜𝐞𝐢𝐯𝐞 𝐨𝐛𝐣𝐞𝐜𝐭𝐬 𝐚𝐬 𝐞𝐢𝐭𝐡𝐞𝐫 𝐛𝐞𝐢𝐧𝐠 𝐢𝐧 𝐭𝐡𝐞 𝐟𝐨𝐫𝐞𝐠𝐫𝐨𝐮𝐧𝐝 𝐨𝐫 𝐭𝐡𝐞 𝐛𝐚𝐜𝐤𝐠𝐫𝐨𝐮𝐧𝐝. 𝐓𝐡𝐞𝐲 𝐞𝐢𝐭𝐡𝐞𝐫 𝐬𝐭𝐚𝐧𝐝 𝐨𝐮𝐭 𝐩𝐫𝐨𝐦𝐢𝐧𝐞𝐧𝐭𝐥𝐲 𝐢𝐧 𝐭𝐡𝐞 𝐟𝐫𝐨𝐧𝐭 (𝐭𝐡𝐞 𝐟𝐢𝐠𝐮𝐫𝐞) 𝐨𝐫 𝐫𝐞𝐜𝐞𝐝𝐞 𝐢𝐧𝐭𝐨 𝐭𝐡𝐞 𝐛𝐚𝐜𝐤 (𝐭𝐡𝐞 𝐠𝐫𝐨𝐮𝐧𝐝)..

So let's come back to my 'beautiful' billboard. I may be wrong, but beyond the beauty of the model, which happens to be the prominent figure in the artwork, attending to the rest of the details has been difficult for me even though I have had repetitive exposure to this billboard. Why? The Figure. To be fair, other external and internal factors come into play, but I will base my argument on position. Yes, most Billboards are often located by the road against heavy traffic and it only takes a few minutes if not seconds to capture a customer's attention, especially now that the attention span has further been inundated by the use of smartphones. From a personal point of view (internal), factors such as:

- Motivation
- Interest
- Needs
- Expectations

These also drive attention and perception. However, I have tried hard to go beyond these limitations to read all the details on this billboard to nought.

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗜𝗺𝗽𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻
Not everything beautiful passes the marketing test. Different channels of marketing require different approaches. A Billboard is usually built for attention in the marketing pipeline and must use the least text to attract the consumer and move him into the next stage of the pipeline; the DESIRE to learn more. The contrasting use of colours in the advert was great and could organise a consumer's perception of what the billboard offers. However, most men (who are not the target anyway) would never look beyond the beauty of the woman on the Billboard or anything else for that matter that is magnified beyond the main focus of the advert. Read more about the External Stimulus Factors: Movement, Repetition, Position, Intensity, Novelty, Contrast. Tell me what you think and offer more examples of such adverts. NCK Fashion School

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Amazing moments with our Graduants during our Fashion Show & Graduation.

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Our Graduant made us happy with their amazing designs during the Fashion show👏🏼✌🏽👌🏼💎

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We started our Runway Fashion Show with some of our 5th Batch Students. These Students are just 4 months old in class. What God cannot do does not exist 🤣🤣🤣

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PRAYER TIME DURING THE FASHION SHOW 2023!!!

Philippians 4:5-7
But in everything by prayer and supplication with thanksgiving let your requests be made known to God. And the peace of God, which surpasses all understanding, will guard your hearts and your minds in Christ JESUS.

Led by Prophet Jimmy Kojo Boateng - Mensah

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N.C.K FEC FASHION SHOW 2023 RED CARPET with some of our Students killing it🔥🔥

The Best Christian Fashion Show in Africa 🌍



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The *BEST CHRISTAIN FASHOW IN AFRICA* 🌍 #*N.C.K *FASHION ENTERPRENEURIAL COLLAGE* FASHION 4 HIS GLORY 🙏🏽👌🏼🔥

Thank you for Gracing our Fashion Show on Saturday @ Brand Ambassador , . God bless you.

THE BEST CHRISTAIN FASHION SHOW IN AFRICA 🌍

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ITS TODAY 🔥🔥🔥🔥🔥🔥

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One of the BEST Fashion Shows in Ghana 🇬🇭 and beyond. We are Redefining Fashion for His Glory.

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We give you nothing but the Best Actresses in Ghana🇬🇭 Don't regret ooh yooooo. Ghc50 p3 ooh or else MTN will take all your 50gh bundle 🤣🤣🤣🤣 See you on Saturday 🥂👌🏼

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Min Kofi Karikari is an Anointed Gospel Musicain with hits songs like *YAWEH , SOMETHING NEW, WHO SAY GOD NO DEY 💃🕺* and many many more. He will be our Special Guest this coming Saturday 25th Nov. your Tickets and see you there.

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