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22. Generate An Emotional Response
A lot of design works to appeal to certain emotions. I’m sure we’ve all laughed at, felt sad about, or smiled at an ad at some point, without even realizing the myriad of little elements that work together to produce that reaction from us. Let's have a look at an ad that evokes a sentimental and somewhat upsetting emotion in consumers and discuss how it does just that.
This ad by Unicef uses an emotional image, a child who is looking for a family in-store mannequins, and an equally as emotional message. But this appeal to emotions is enhanced greatly by the use of handwritten type. Clearly executed in the style of a child’s handwriting/drawings, the scratchy type makes it seem as though the message is coming directly from the child, and not a corporation.
Consider how your message is read, what little adjustments you can make to enhance the effect of the emotion you’re appealing to, and gauge reactions from there. So, whether you want to appeal to happiness, humor, sadness or any emotion in between, orient your design around that emotion, from the image, message, right down to the type.
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