A graphic design framework for effective out-of-home social cause advertising

Abstract

Social cause advertising aims to raise awareness and address societal issues by connecting emotionally with audiences, influencing attitudes, and inspiring behavioural change. Unlike traditional advertising, which focuses on product promotion, social cause advertisements are often more emotionally driven, aiming to foster deeper connections with their viewers. When designing for social change, designers apply a universal framework that incorporates various elements and styles to shape the composition of advertisements. However, it is important for designers to differentiate social cause advertising from traditional advertising as the objectives and strategies behind each differ significantly. To the best of our knowledge, such framework does not exist in social cause advertising. Existing research has been conducted, though such studies examined different aspects of graphic design and social cause advertising.

By developing a tailored framework with specific graphic design principles, elements and styles, designers can engage with their target audience more effectively, fostering positive attitudes towards the cause and increasing the likelihood of public action. This approach allows the advertisement's visual elements to resonate more deeply with viewers, aligning with the emotional goals of social cause campaigns.

This research explores which graphic design elements and styles could be used for effective out of-home social cause advertising, addressing a gap identified in the literature. Additionally, regarding out-of-home advertising, literature suggests that such medium is vital in providing information, enhancing knowledge and creating awareness.

More specifically, the aim of this research was to develop a framework with guidelines (presented as a toolkit) for designers/practitioners to design more effective out-of-home social cause advertisements. Although incorporating elements from traditional advertising can be effective in social cause advertising, this research developed a toolkit with its own components, providing designers with a framework for tailoring their designs. Effectiveness is defined as creating more attractive visuals that will draw more public attention and lead towards more chances to act towards the social cause. Furthermore, as this research is practice-based, the toolkit was applied in a self-evaluation exhibition, which provided an opportunity to showcase the research findings, and raise awareness on cardiovascular disease.

The research followed a deductive approach supported by mixed methods: a convergent parallel design approach (qualitative and quantitative data). Quantitative data (a total of three surveys) and qualitative data (interviews) were collected and combined in order to incorporate professional and public perspectives. The combination of responses was beneficial as this emphasises that social cause advertising indeed differs to traditional advertising, and by creating a tailored framework with key elements, designers will have the ability to customise their campaigns and create more effective out-of-home social cause advertisements e.g. designers frequently used organic shapes, however the public find geometric shapes more attractive.

Findings of this research showed that if designing to attract the general public (regardless of age, and gender etc.), elements like delineating lines, geometric shapes, monochromatic colour schemes, graphics and typefaces like Garamond, are the most attractive. Such elements are perceived as the most attractive that will influence individual perception and attitude towards a social cause. The elements and styles used in this research are likely to be effective for other types of advertising. Lastly, this study recommends future research within the multidisciplinary fields of graphic design and advertising, in addition to investigating research findings in relation to other types of advertising.