By Andy Attiliis
Copy is alive when it is being read with an enthusiastic desire to know more. That makes the success of a message dependent upon the choice of its very first words and how they relate to an image. Especially in a competitive environment where success depends on information being absorbed quickly.
AAAThis poster is a very basic example of words paying close attention to what the image is saying. In a twinkle, two simple words clarify and define the quality of what's offered at a world famous outdoor theater.
AAAOnce attention is captured by a successful headline / image combo, the same strategy should be used in situations that require longer copy. Even if there won't be more visuals, the key is to focus on priority of information importance. When your readers' interest in a message is anticipated correctly, each point can be delivered in the order that is most helpful and most likely to move them on. This will help ensure that they stay for the entire story.
Andy Attiliis believes it is the creative community's responsibility to provide clients with specific reasons for messaging decisions. With this knowledge, they are more likely to stay on course long enough to get resuts. He developed this work on the creative process and its functions to show how they can best be used to accomplish communication goals. Attiliis is a hands-on creative director who has provided creative direction, art direction, writing, design, and illustration for over 36 years.