Features 14 things to keep in mind when designing for effective advertising. It's nothing technical, but rather general. It's recommended that you also look at things in a different perspective when designing for the client. Sources: - "The Advertising Concept Book" by Pete Barry - and of course, real-world experience

1. ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING

2. IS a just tiny part of MARKETING.

3. DESIGN complements it.

4. ADVERTISING design

5. is more than Art + copy.

6. It’s also
AESTHETICs + Functionality

7. Unfortunately,
we often forget the latter.

8. Designing for
effective
advertising

9. I am not a designer.

10. Designing for
effective
advertising
... from a non-designer’s point-of-view

11. #1
“SLIP IT”

12. Smile.
Laugh.
Inform.
Provoke.
Interact.
Think.

14. #2
All hail the client!

15. In the real world,
you design for them.

17. In the real world,
you solve problems for them.

18. Know their customers.

19. Know their competitors.

20. Know their company.

21. Like the hipster chick you’re dying to ask out

22. Who cares about your fast car,
When all she ever wants is a bike.
... ‘cause she’s a hipster.

23. #3
Think now, design later

24. Strategy.
Concept.
execution.
Tone.
Proposition.

26. #4
Inspiration is everywhere

27. Not only on the internet.

28. Stop phubbing.

29. Turn it off when you’re out.

30. #5
Too much Inspiration
kills creativity

31. Dying to try out that
new trick you learned?
Think twice.

32. This new trend?
Won‘t look good
When you’re
Trying to
Sell cookies.

33. Don’t fall for the trend trap.
(unless it works)

34. #6
Kill your “babies”

35. Oh no.

36. Babies
Are great ideas we lovingly cling to
even if we’re told they don’t work.

37. Oh yeah.

38. #7
mandatories

39. Inclusions / exclusions

40. #8
KISS

41. Keep it simple, stupid.

42. Communicate one message.

43. Blah blah blah blah blah blah blah
Blah blah blah blah blah blah blah
Blah blah blah INFO blah blah blah
Blah blah blah blah blah blah blah
Blah blah blah blah blah blah blah

45. Attention spans are getting
shorter.

46. “Dramatize the simple.”
- Sir john hegarty, BBH

47. #9
Avoid cliches

50. You’re supposed to stand out,
Not fit in.

51. #10
Use eye-catching images
. . Legally.

53. Stop using cheesy
stock photos.

54. #11
Visualize the
ad placement

57. #12
Wear different
hats

58. Ask yourself:
Will this ad appeal
to the audience?

59. #13
Imagination:
Don’t reveal, Imply.

60. Leaving a bit for the consumer to
figure out engages them
with your idea.

61. #14
Advertising isn’t what
it used to be.

62. Art + copy + technology

63. Now It’s about creating experiences.

67. The possibilities are endless.

68. 1: Slip it
2: All hail the client!
3: think now, design later
4: inspiration is everywhere
5: too much inspiration kills creativity
6: kill your “babies”
7: mandatories

69. 8: kiss
9: avoid cliches
10: use eye-catching images… legally.
11: visualize the ad placement
12: wear different hats
13: imagination: don’t reveal, imply
14: advertising isn’t what it used to be

70. Thank you.