The Advertising Effect
Whilst at Oxford University Press I was thrilled to be able to design the cover and pages for consumer psychologist Adam Ferrier's first book. Drawing on Adam's many years of experience in advertising, the book is 'the ultimate insider’s guide, to the ultimate behaviour change industry – advertising'.
The book gives ten techniques advertisers use and one of these techniques is the idea that 'action changes behaviour faster than attitude changes action'. Taking this idea the cover concept was visually shown as if the book was a packet of futuristic space food and that the act of consuming the content would give the reader super powers of persuasion.
The internal page design reflects the look of a 1950-60's technical/service manual - delivered in a one-colour, no-nonsense, approachable way with quirky illustrations and sparse flourishes.