Design is everywhere. A fluid and dynamic concept, the design is a vital yet very underrated aspect of branding. It is incorporated into dynamic marketing strategies to advertise and market a brand’s products. Product design, packaging design, ad designs; all of which complete the process of creation to selling a product to a customer. Solving problems is the first step towards a good design. From skyscrapers to teaspoons, everything is a product of a creative process.
Let’s talk about Ad designs today. One can understand visual information in 250 milliseconds and why your visual system activates over 50% of your brain. Visual storytelling is the best way for people to grasp concepts and data easily.
The recent trend in the advertisement industry has heavily focused on niche marketing and creativity. The bar has been permanently raised for an outstanding ad. In a world where advertisements are everywhere, it’s hard to have one which stands out and is memorable. So, if you’re looking to adopt some advertising techniques, or even if you’re creating an ad of your own, come with us as we have a look at a few good and bad print ads.
A “good” ad or a well-designed advertisement requires in-depth knowledge about the product, its target audience, and the brand identity. With the incorporation of design principles and thorough market research, one can attempt to build an effective ad campaign.
In order to do that, a few important rules are to be remembered: By capturing a much simpler, more general idea in a simpler way not only makes for an effective ad but also gives this ad a greater chance of appealing to more people. Simplicity is the key, less is more.
As seen in the Lego print ad, their ad campaign focused on showcasing the creativity and imagination that builds up in children with lego blocks, it’s core idea being, “with lego, you can create anything.” Using effective, creative visuals and the smart use of negative space in the Lego’s print ad makes it a successful ad with impeccable design techniques.
Next up is visual metaphors. Much like a written metaphor, a visual metaphor represents one concept by comparing it to another (often unrelated) concept. In this brilliant print ad by Siemens who have pioneered the idea of Show not Tell through their ad campaigns. Use of hyperbole and visual metaphors to signify how “silent” their washing machines are, they successfully sell their product to their audience, reminding them of its advantages.
With that, calls to action are used a lot in promotional designs, particularly advertisements. In case you’re not familiar, a call to action is a piece of copy that urges or invites the audience to take action.
Let’s analyse the following two examples by 1st bank and Giga Naturals.
In nearly all these examples, it seems that there was little or no regard for the customers. They wasted the reader’s time, offered no excitement, lacked believability, or were simply in bad taste. Too much information in a compressed space is not inviting and appealing. It’s hard to believe that these ads were attractive enough to catch attention in the first place. Even the ads that attracted attention often offer poor call-to-action.
Don’t think that only inexperienced businesses make bad print ads either. Missing the shot can and will happen even to the best of us. Even top ad agencies have occasionally been remiss, delivering print advertisements that don’t seem to account for the audience or the restrictions of the medium. It’s easy enough for anyone to have the wrong idea. It’s hard to believe though, that many of the bad print advertisements had to be approved by more than one person.
All in all, looking at these print ads, it’s clear that with the amalgamation of market research and design principles, a business can create a successful ad campaign keeping in mind all of the above points and more.
Neoculturation brings creative stories through its blog every week. Our communications arm, ‘VOICE’ by Neoculturation offers marketing solutions to small & medium businesses.