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全てを見せることの不自由

人の能力には、一を見て十を想像する能力が備わっています。
私が仕事としているクリエイティブには、デザインを通して情報を整理し、見る人に伝えると言ったことを要求され、仕事としています。

しかし綺麗にデザインし、整理された情報だとしても、次から次へと情報の洪水として見る人に提供されても、果たしてその情報を蓄積してくれるでしょうか。

目からはいる情報、耳からはいる情報・・・、人間は五感を駆使して情報を入手していますが、入った情報で必要のない物と判断されると、記憶に残すことはないでしょう。

しかし広告は見る人に商品という情報を伝え、必要だと感じてもらい、購買に繋がらなくてはいけません。

なるべく他の広告と比べ、変化のあるビジュアル、コピーなどで見る人に印象づけるのでしょうが、人間の脳が頭に記憶として残そうというきっかけは何なのでしょうか。

それはやはり見たときに感じた「キレイ」「気持ちいい」「うれしい」「かわいい」と言った「心の感動」がフックになるのだと思います。


広告などのビジュアル表現では、商品の説明を写真やイラストで、特徴や機能を説明している物がありますが、そのような表現はまず心に残りません。

特徴や機能はボディコピーと言われる文章で、十分ではないにしろ説明できます。

ビジュアルで表現すべき物は、商品を印象づけて記憶してもらう事です。
そして興味を持ってもらい、ボディコピーを読んでいただき、購入に繋げる事です。


例えば人が人を好きになる事ってどうでしょうか、最初に会った第一印象で、言葉を交わして興味を持ち、会った印象から、言葉からその人の背景を想像し、全体像として作り上げるのではないでしょうか。

広告では限られたスペースの中で、全体像を全て伝えるにはムリがあります。

例えばモデルの顔の表情から、手の動きから商品イメージを想像させ、伝えることは可能です。

一番上にも書いた「一を見て十を知る」と言うことです。

ロジカルに全ての特徴を表現することよりも、全体を見せずに隠しておくことで、見る人が背景を想像してくれたほうが、印象に残るフックとなります。

マーケティングやブランディングに戦略があるように、一枚の写真を作り上げるクリエイティブにも戦略は必要です。




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