Despite the well-worn opinion, shoes play the role of a “second violin” after clothes. Along with hats and accessories, this part of the wardrobe perfectly emphasizes the dignity of its owner and effectively complements the whole image. She becomes a favorite item that is worn at any time of the day and worn with pleasure. In order to update it, we often pay attention to bright posters and signs. One shoe advertisement appeals to us, and the other does not cause any emotions. What is the reason for this? What methods and techniques do advertisers use to attract customers? And how effective are they?
What are the difficulties of shoe PR?
Unlike PR of other types of goods, shoe advertising is associated with a number of difficulties. In particular, creative and marketing agencies often face a single problem. By and large, they have to decently break their brains over how to make a small part noticeable to the consumer. And then a number of options appear, for example, in advertising you can use the image of people shod in these same shoes.
However, such a photo must be presented so that the attention of buyers is not shifted in favor of a person, but only shoes are addressed. What are the ways to achieve this?
We shift the emphasis to the legs
One of the most common tricks that can be observed in shoe advertising is the partial elimination of a direct competitor for the attention of the audience - a person. At the same time, the models themselves posing on the covers are not permanently deleted. All that remains of them is legs wrapped in advertised shoes. The main feature of such a PR is a bright background and details that accompany the image.
Depending on the plot of the video or photo shoot, they can simply walk along the street, peek out from the elevator or car, open the doors. In a word, such shoe advertising not only sets the necessary accents, but also makes the viewer mentally finish the figure of the owner or owner of these same legs. And no one ever limits the flight of fantasy in this case.
Intentionally increasing details in size
The second, in our opinion, interesting trick used by advertisers is to intentionally increase the details. For example, advertising children's shoes will surely attract a buyer if a baby in huge boots, shoes or sandals is on the photo. According to marketers, an increase in detail, even with a violation of all existing laws of proportion, allows you to make a competent accent. Moreover, in this case, a greatly enlarged boot immediately becomes more noticeable against the general background.
We place shoes in the foreground
Advertising of men's shoes also looks interesting. Especially when it comes to the fore. And if you believe the law of fine art, then all the details that are in the foreground, become the main source of attention. For example, this is exactly what Swiss advertisers from Jung von Matt / Limmat did. During a photo shoot with models and a new collection of Max Shoes, they left only the girls' head and shoes in the frame. At the same time, they beat everything as if shoes act as an open mouth. The result was a very memorable and creative sight.
Select individual parts
Advertising of clothes and shoes sometimes uses the technique of highlighting details against a general background. To do this, beautiful shoes, shoes or a dress can be placed in a beautiful frame, point the camera lens or a beam of a searchlight at them.Thus, things and objects will be highlighted against the general background, which will also increase their chances of attracting the attention of the public.
We show shoes on a "talking background"
Continuing the concept of “shoes-fashion model”, let us recall another secret of advertisers. So, they refuse to depict shod people and models and prefer creating a “talking background” or using a form of uniform content. It’s like with a plate on which lie, for example, flax seeds. If you look at such a photo, it is the plate or dish that attracts attention, but not the seeds themselves.
This technique has recently been used in advertising CaféNoir women's shoes. During the photoset, the audience saw a graceful shoe, inside of which were beautiful rosebuds. Moreover, they were very well matched to the colors of the shoes. By the way, flowers are also a talking symbol that can easily be decoded by any person who has nothing to do with creating advertising. In particular, the rose symbolizes femininity, virginity and purity.
The importance of detail and simple movements
Another trick often used by creators of sports shoes advertising. As a rule, their characters and models are captured in motion. Also, people in the photo can make some kind of gesture or foot movement to attract attention. For example, some models in advertising put their feet on their feet. They can be carried by a man. They can tie shoelaces, kick the ball and even bite the heel, as is often shown on posters with elite women's shoes.
In sneaker ads, girls or guys jump high and capture them in flight. In short, when creating such videos or photos, attention is paid to actions or movements. In this case, the emphasis is shifted to shoes, and not to the depicted person.
Highlight details
Alternatively, many photographers try to obscure or introduce a human figure into the shadows. In contrast to such a fuzzy picture, they exhibit shoes that are highlighted in bright colors. In some cases, the emphasis is shifted due to the overlap of the upper body of the model and the allocation of the lower. For example, in an advertisement for TM Marco Tozzi shoes, the upper part of the photo, where the head, legs and torso of the model is located, is highlighted in gray.
Moreover, bright letters and inscriptions appear on top of the picture, which practically cover the entire model. Only the head and legs remain visible. Shoes stand out with a bright color or highlight, combining the palette with the letters in the photo. Such advertising looks impressive and makes you pay attention to the shoes, and not to the model girls themselves.
We use the effect of opposition
In the advertising of women's, men's or children's shoes, the rule of confrontation is often used. For example, in some commercials for shoe stores, shod mannequins are used. In this case, mannequins are inanimate objects. And shoes, boots and sandals are created for living people. This is a contrast.
Some manufacturers of sports shoes sneakers or sneakers are removed against the background of water or fire. For example, in the photo you can see only legs running on the water, and a fire burns in front. This is also a contrast between the two elements.
In a word, everyone who has ever watched a video or photo of a shoe must have paid attention to exactly those objects that were intended by advertisers. So many of us did not even suspect that we were looking at a particular picture just because all the necessary accents were correctly placed on it.