Our senses deceive us... even in Advertising

Our senses can deceive us, and advertising knows how to exploit this to capture the attention and interest of potential customers. A clear example of this are some brochures I designed for a dermatological cream. These brochures were the key tool for medical representatives during their commercial visits to healthcare professionals.

First execution:
 
The brochure's cover featured a drawing of burning logs. However, the flames visible on the cover were actually printed inside the brochure, visible through a die-cut in the shape of flames. The text on the cover, designed to grab the doctor's attention, read: "Natural heat can sometimes not be so."
 
Upon opening the brochure, it was revealed that the red color initially thought to represent the burning logs actually depicted the redness of a baby's bottom. With this, we introduced a diaper rash cream in an extremely original way.
 

Second execution:
 
In another element of the same campaign, the highlighted phrase on the cover was: "A natural color can sometimes not be so." Here, the red color visible through a die-cut on the cover appeared to be that of an apple. Upon opening the brochure, we discovered that this same red color did not belong to the fruit but once again to the redness caused by diaper rash on a baby's bottom.
 
Impact of originality in Advertising:
 
Creativity in advertising not only makes it easier to capture a client's attention and interest but also ensures that the commercial proposal is memorable and directly associated with the product being advertised. This clever approach not only highlights the product but also demonstrates how sensory perception can be used to effectively communicate the advertising message.
 

A journey through the history of the pharmaceutical industry and one of its great laboratories that had its origins in Alfred Nobel...
“From Alfred Nobel to AstraZeneca” (Vicente Fisac, Amazon) is available in e-Book and print editions: https://a.co/d/9svRTuI