Over the course of my ten years working in advertising, I've had the opportunity to design for clients big and small. This hands-on experience has given me a wealth of knowledge and invaluable experience. In this blog post, I will share 10 lessons I have learned along with some personal stories from my own professional experience. Whether you are a creative or a business owner, I hope these lessons help make your next campaign your very best.
Think Clever
Effective advertising relies on the collaboration between design and copywriting. While eye-catching design grabs attention, it is the compelling copy that conveys the brand's message. This is where talented designers and copywriters can really stretch their creative muscles. Do you know the Volkswagen Beetle "Think Small" advertisement? The "Think Small" ad is known as one of the most famous advertisements in history. Created in 1959, many state that this was the beginning of a new age of advertising. The ad would mean nothing without the copy and nothing without the design of a small car with abundant white space. The link between design elements and persuasive language is the backbone of successful campaigns. So, THINK CLEVER and make your target audience go "Ahhh"! They will remember you for it.
Less is More
In an increasingly cluttered advertising landscape, attention is at a premium and simplicity stands out. Strive for clean designs with plenty of whitespace that communicate the core message concisely and let the design breathe. Audiences don't want to work hard to understand your campaign so make it as easy as possible. Large, long paragraphs of text on posters will not get read, so why bother putting them on? Trust me, you aren't getting your money's worth by cramming every last word and image you can into your campaign; it is having the opposite effect. Keep it simple, clear and relatable so audiences will genuinely engage and resonate
These billboards for British Airways keep the messaging clear with simple and clear check box imagery focusing on reasons that people travel.
Speak your Visual Language
Design is the visual language that we can all read but not many can speak. It tells a story without words. Through a well thought out use of imagery, colour, typography and composition, designers can evoke emotions, communicate brand values and create memorable experiences. For example, if my client was an oil service company, they most likely would not want a scripted font or a fun, quirky colour palette with all the colours of the rainbow. The likelihood is that they want something that looks corporate, trustworthy and safe, such as a bold sans-serif typeface, a limited colour palette and clean dynamic photography. A quirky homeware brand specialising in pop culture prints might want a more lively visual language, such as a very vibrant colour palette and decorative typefaces. What is the visual language in your ad campaign saying to your target audience? Is it confusing? Your audience won't trust what they don't understand. Try to make the visual language of the campaign as clear as possible.
These advertisements for Virgin Atlantic are great examples of keeping your brand and visual language consistent. They express the fun element of their brand while keeping to the same consistent colour palette as well as a the red uniform of the cabin crew.
Keep your Brand Identity Consistent
This point aligns well with speaking your visual language. Keeping your brand identity consistent is key to building a strong brand and business. From the visual elements like logos, colour palettes and typography to the tone of voice of the copywriting, maintaining a cohesive brand image across all touch points is crucial. Some business owners get tired of their brand identity after a year or two or even worse; they try to make changes for every campaign. How are your customers meant to know your business and what you're telling them if they don't recognise your ad or even your brand? It’s like putting a on a wig or costume and expecting everyone to know who you are. Business owners see their brand every day but their customers may not. Try to start out with a brand identity you truly love and are proud of so you aren't tempted to rebrand unless necessary. Your goal should be to maintain your brand so even when the message is a new one, your audience who know is doing the talking. Brand consistency breeds familiarity and reinforces brand recognition, creating trust and loyalty among consumers. Long story short, keep your brand identity consistent in every advertising campaign.
Know your Target Audience
Design and copywriting must align with the needs, preferences and aspirations of the target audience. Find out who your campaign is actually for. Who is your target audience? Why would they buy your product or service? Do you sell and fit winter tires? Then, is it safety-conscious drivers who are more apprehensive to drive when it snows? How can you create a campaign that speaks directly to them and their experience? How does fitting winter tires help them? Conduct thorough market research, understand your customers and empathise with their motivations. Get out of your immediate circle of people you know and ask people you don’t know. So often we can only care what our friend and family think and they aren’t necessarily our target market. By doing our research and getting to know why people would want to buy from you, it allows us to create tailored campaigns that speak directly to your target audience. This knowledge enables us to craft designs and copy that resonate on a personal level and skyrocket the effectiveness of your campaign.
Aesthetics and Functionality
Make sure it works! While aesthetics play a significant role in design, functionality should never be compromised. A digital campaign that has so many animated parts it makes the viewer feel sick isn't going to have the same effectiveness as a more subtly animated one. In today's digital age, user experience is paramount. Designs must be visually appealing and catch the eye but not overwhelm or frustrate the user. How easy is it for our target audience to engage with your campaign? Make it easy for your ideal customer by keeping the user experience in mind.
Show and Tell
Design and copywriting go through a process of refinement. A willingness to test and gather feedback is crucial. I once created a campaign for a high-end hotel in Aberdeen. In one advertisement, I had an image of a man putting on a suit jacket at the end of a hotel bed and the headline read, "An exceptional night." It even sounds bad saying it aloud. I was showing my colleague the ad and she burst out laughing. "Rachel, it looks like a high-end male escort ad." I went bright red; she was right! I hadn't seen it myself, but after that, I could not un-see it. It’s safe to say that ad didn’t reach the client's eyes. The lesson here is to show your work to those you trust and get opinions; they won't all matter equally, but a bit of feedback never hurts and it can save you from an embarrassing moment before it's too late.
Show some Emotion and make it human
Successful advertising goes beyond product features; it taps into emotions. By creating designs and writing copy that resonates emotionally, we forge deep connections with consumers. People sell to people. Why? Because we can relate to how they feel and then we can trust them. Often, we do this by using imagery of people as those are whom we as consumers relate to most. When we see a person in an advertisement, we see ourselves too. When we effectively show emotions, both good or bad, to communicate our message, we show your human side and this can resonate. Get feedback to find out how your audience reacts to your campaign. Understanding the aspirations, fears and values of the target audience allows us to craft campaigns that elicit an emotional response, fostering long-term brand loyalty.
Go the Extra Mile: Be EXTRA
If you have a new important message to send to your customers and you have a large budget, it's good to push the boat out and do something different that will get people talking. Are you launching a product or service you have been developing for years, changing your business model or rebranding? These are the times to make a big splash! Creatives love to go big and we love to think outside the box. It's why we became creatives. Is there a new piece of technology that can be used in your campaign or something that interacts with the public? I once designed a pop-up ad for a flood awareness organisation that filled up the screen with water until the message appeared. It certainly got the website users' attention and communicated the client's message in a new way. Show your passion for your brand and its personality by going that bit further. This is where hiring a creative or a creative agency can really help. They can help you come up with ideas that will really push the boundaries and make your audience pay attention.
O2 know how to make a splash with these growing (top) and broken billboards (bottom) which grab attention and drive the message home.
Forget about it
If you are struggling to come up with a concept for your next great campaign, take the words from the TV show Mad Men, in which Creative Director, Don Draper says to an aspiring creative Peggy, "Just think about it deeply, then forget it and an idea will jump up in your face." This technique works every time. Do all your research, immerse yourself in the problem you are solving and then let it stew in your subconscious mind. New and unexpected ideas will naturally emerge. We have heard the best ideas come to us in the shower when we are doing the mundane act of washing our hair. So go do something else if you have the time and "an idea will jump in your face" when you least expect it.
Remember, these lessons are not set in stone but they are the culmination of my experiences in the advertising industry. Each campaign is unique and it's essential to adapt and tailor your approach to the specific goals and needs of your business and target audience. Keep testing, experimenting and embracing creativity in your advertising and I’m sure your next campaign will be your best yet.
Ready to create your next successful advertising campaign? Reach out and inquire today and let us help you bring your vision to life.
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