Nov 22 2007
The Power of Wrapping Stuff to Grab Attention…
The artist Christo, the guy that traveled around the world wrapping famous landmarks in huge sheets of fabric, understood the power of partial concealment.
When you wrap something, but the viewer still knows what it is partially concealed, it has far more effective than if left uncovered and in full view.
Partial concealment of an object triggers something in our brain. It can be used to set up very powerful visual questions that later, your attached copy satisfies.
In the example above, you immediately want to know why some person has covered a car in bandages, then after reading that it is Advertising a story about Egyptian mummies on the Discovery Channel you “GET IT” and it is a pleasurable experience, it triggers a sort of self congratulatory satisfaction in the viewers mind.
The point is, you have been engaged in their (the advertisers) thinking process, and you have solved the visual question (they posed)
Don’t dismiss this wrapping stuff lightly, it is a very powerful Advertising technique, you should ask yourself what object you could wrap this way and place in high traffic areas to grab and engage the attention of your potential customers.
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