jazz club atmosphere. (Photo: Jazz Club Neue Tonne Dresden)
advertising they have all necessary - the major cultural events such as the small jazz clubs. But how to recruit right? Like a jazz club advertises a small operator with a small budget but successful? The issue is complicated and controversial - here are some comments on the design of program booklets and leaflets, posters and advertisements.
Preliminary Thoughts - Why do businesses advertise? not
The answer to this question is as simple as at first suspected.
course they advertise to sell their products as well. As far as clear - although even in this seemingly obvious point of the devil in the details ...
But companies also advertise in order to save taxes.
And they advertise in order to raise public its corporate identity with a corporate design to profile. Potential customers or buyers should know better what that Products and services, sometimes working methods which they can expect from the company.
why companies try themselves or their products to develop "brand". The related considerations lead inevitably to the attempt to ascribe the artistic quality, creativity, originality and a greater role. At this point, yes, advertising has to be art.
shape to such companies as the constant struggle with in order to achieve their business objectives, the visual culture of our society.
If culture organizers advertise
meet at cultural events, these considerations particularly to, an awareness that they are always responsible for the visual quality of everyday life should be clearly marked with them.
-profit organizations or state enterprises generate in the normal case - is no financial gain, the question of the tax savings with them not so - unlike commercial agencies and event facilities. But since they essentially work with "foreign" money from supporters and sponsors, they are exposed in a specific manner to a pressure to succeed. And the nonprofit organizations in the free culture enthusiasts do acting as a "reward" for their grueling volunteer at least the success of their events see - both artistically and in attendance.
print ads smaller culture organizer
So why make little culture this advertising? Also this is not to answer quite as easily as at first suspected.
course they advertise to attract many visitors. However: The promotional effect of the traditional print media such as monthly programs and posters is not really been studied. While large agencies and event facilities a lot, put a lot of money in a nationwide print advertising and in this way try to go to "safe" (the motto: Something will probably depend on each ...), is the small Cultural operators do not have financial reasons, this path open. (Especially you for advertising with their own websites and e-mail newsletter is vital because it costs almost nothing you can respond instantly to changes in and uses the medium that the audience offspring is most familiar.)
But since advertising with printed monthly programs or posters right costs money, look for the small operators desperately seeking answers to the questions of where and as month flyer should be distributed about and how they must be designed so that they work.
large, bright, provocative - that really helps?
It requires much effort and, if necessary much money for a study to answer these questions satisfactorily.
addition succumbing quickly to the danger of hasty move with perceptual psychology to problematic design solutions for print advertising. Big, flashy, provocative - these languages form by no means always the appropriate means with which you attract attention and after that are potentially interested parties can really get into the concert.
"What draws a viewer's attention, he will be impressed by the different socialization practices of his culture area such as education," explains the research, in 2005 Hannah-Faye Chua (University of of Michigan, Ann Arbor) in a study entitled "From the Cover: Cultural variation in eye movements during scene perception".
The cultural assessment of the visible design elements is dependent on the various systems of socialization and subcultures.
clear that this applies not only to the various great civilizations, but also in specific terms to the many smaller cultural subsystems.
For example, the black and white photography is in jazz, theater and concert music field for many years after the introduction of digital photography and low-cost color printing as a valuable, adequate artistic design elements, while in other Areas is seen as boring or inappropriate.
A number of extra-designed typefaces - examples visible in the changing titling mark the former techno magazine "Frontpage" - are emblematic of the techno-culture, such as the typography professor Friedrich Friedl in his article "characters in motion. The typography of the techno generation "extensively represented, but in other music and cultural contexts, would the use of these fonts and design methods are seen as out of place.
In other words, what for a "clean boredom causes, is for the other professional, what the One is provocative acts, for others a matter of course, what works for one misleading, is crystal clear to the others in the statement - depending in which aesthetic character systems, the participants feel at home on or mentioned.
print advertising for the jazz club - but how?
As a jazz club to try with its print advertising, attention in all the cultural sub-systems - the rock-as in the folk music audience of lovers of contemporary concert music as well as in soul, blues and funk fans, with the song lovers, such as in the free-jazz lovers - to produce by the various target groups each in their specific visual "language" speaks, is a hopeless and pointless (would notice but as the folk musicians very quickly that it is jazz, folk music is not). This applies even more for the general population of the disinterested, for which one can find not even a special visual "language".
If so little of cultural events - including jazz clubs - spend even money on print advertising, although they do not actually know how and how successfully certain graphic designs work from whom, they do particularly well to protect the public, the potential audience, specifically their profile, to enhance their own image. They do it by itself as a brand.
Where Jazz Club Neue Tonne Dresden "in it, should the advertisement be designed so that it can be seen - and be symbolized under the" bin ".
"Jazz" is available in many shapes and everywhere - from Dixieland to swing, fusion and blues, Free, of crossover and Cool, organized by small clubs to opera, from department stores to agencies, theaters or folk festivals.
As little as a Semperoper "Opera", a State acting for "theater" and a Beatpol for promote "Rock", so little it would make sense if the Jazz Club Neue Tonne Dresden for "Jazz" and would advertise only in the second and third line laboriously explained to jazz what it is for. No - the facilities are quite ready to be perceived as a brand with a specific, very differentiated content and also to reach their audience.
"set sign" - Club is a "brand" is better seen
clear that the brand profiles are changing every now and then. The changing face of visual Staatsschauspiel Dresden under a new director is an example - If not exactly a graphic designer sized for good luck. The new director brings a different programmatic, and this will be illustrated by a different "face" of the theater.
Especially the Beatpol Dresden, the independent rock club in the east of Germany, shows that the thing can work with the "brand". Without being ostensibly as "Rock" to categorize, it has built up a profile, for whose audience is almost automatically, even without large advertising expenditure.
clubs, however, are dedicated mainly to contemporary and experimental music forms have not nearly over as wide an audience as a reservoir of independent rock club.
You must therefore special efforts in advertising - company - especially in the brand profile. You need well "set an example" perceptible - in both senses: the content of their activities and promotional events graphically by their remarkable "face".
for the development of such a "face" it usually requires a professional and some careful considerations.
tease out the expertise of graphic designers do not refrain
contrast, the competence and conceptual thinker especially good graphic designers are increasingly despised. Many customers took the erroneous view that they could afford to develop such a visual "face" real self. So they write the order-receiving graphic designers often graphical solution into design details in before - with dreadful and even harmful results.
Not every designer is able to reject such thankless jobs. Asked afterwards what graphic designers, if they have jobs, because actually get their money, one of Europe's award-winning graphic designers responded with an ironic and resigned tone, "I dare mal 'ne Answer: . unopposed fulfillment of customer requests "
But small operators have to rely on any visitor - and the fact that they are clearly visible to potential supporters and sponsors, but also the public as a brand.
straight, they should not dispense with the whole concept of advertising on the expertise of professionals, especially graphic designers, but tease out the expertise of graphic designers.
gave the jazz area and there are always positive examples, but mainly for festivals, which during his lifetime by Jürgen Haufe designed total allocation of the Leipzig Jazz Festival, or even - to date - the Corporate Design of the Jazz Festival Saalfelden.
do jazz clubs however is difficult.
Mathias Bäumel
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