ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
IS a just tiny part of MARKETING.
DESIGN complements it.
ADVERTISING design
is more than Art + copy.
It’s also
AESTHETICs + Functionality	
  
Unfortunately,
we often forget the latter.
Designing for
effective
advertising
I am not a designer.	
  
Designing for
effective
advertising
... from a non-designer’s point-of-view
#1

“SLIP IT”
Smile.
Laugh.
Inform.
Provoke.

Interact.
Think.
#2

All hail the client!
In the real world,
you design for them.
In the real world,
you solve problems for them.
Know their customers.
Know their competitors.
Know their company.
Like the hipster chick you’re dying to ask out
Who cares about your fast car,
When all she ever wants is a bike.
... ‘cause she’s a hipster.
#3

Think now, design later
Strategy.
Concept.
execution.
Tone.
Proposition.
#4

Inspiration is everywhere
Not only on the internet.
Stop phubbing.
Turn it off when you’re out.
#5

Too much Inspiration
kills creativity
Dying to try out that
new trick you learned?
Think twice.
This new trend?
Won‘t look good
When you’re
Trying to
Sell cookies.
Don’t fall for the trend trap.
(unless it works)
#6

Kill your “babies”
Oh no.	
  
Babies

Are great ideas we lovingly cling to
even if we’re told they don’t work.
Oh yeah.	
  
#7

mandatories
Inclusions / exclusions
#8

KISS
Keep it simple, stupid.
Communicate one message.
Blah blah blah blah blah blah blah
Blah blah blah blah blah blah blah
Blah blah blah INFO blah blah blah
Blah blah blah bl...
Attention spans are getting
shorter.
“Dramatize the simple.”
- Sir john hegarty, BBH
#9

Avoid cliches
You’re supposed to stand out,
Not fit in.
#10

Use eye-catching images
. . Legally.
Stop using cheesy
stock photos.
#11

Visualize the
ad placement
#12

Wear different
hats
Ask yourself:
Will this ad appeal
to the audience?
#13

Imagination:
Don’t reveal, Imply.
Leaving a bit for the consumer to
figure out engages them
with your idea.
#14

Advertising isn’t what
it used to be.
Art + copy + technology	
  
Now It’s about creating experiences.
The possibilities are endless.
1: Slip it
2: All hail the client!
3: think now, design later
4: inspiration is everywhere
5: too much inspiration kills c...
8: kiss
9: avoid cliches
10: use eye-catching images… legally.
11: visualize the ad placement
12: wear different hats
13: ...
Thank you.
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
Designing for Effective Advertising... from a Non-Designer's Point-of-View
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Designing for Effective Advertising... from a Non-Designer's Point-of-View

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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

Published in: Marketing
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Designing for Effective Advertising... from a Non-Designer's Point-of-View

  1. 1. ADVERTISING ADVERTISING ADVERTISING ADVERTISING ADVERTISING
  2. 2. IS a just tiny part of MARKETING.
  3. 3. DESIGN complements it.
  4. 4. ADVERTISING design
  5. 5. is more than Art + copy.
  6. 6. It’s also AESTHETICs + Functionality  
  7. 7. Unfortunately, we often forget the latter.
  8. 8. Designing for effective advertising
  9. 9. I am not a designer.  
  10. 10. Designing for effective advertising ... from a non-designer’s point-of-view
  11. 11. #1 “SLIP IT”
  12. 12. Smile. Laugh. Inform. Provoke. Interact. Think.
  13. 13. #2 All hail the client!
  14. 14. In the real world, you design for them.
  15. 15. In the real world, you solve problems for them.
  16. 16. Know their customers.
  17. 17. Know their competitors.
  18. 18. Know their company.
  19. 19. Like the hipster chick you’re dying to ask out
  20. 20. Who cares about your fast car, When all she ever wants is a bike. ... ‘cause she’s a hipster.
  21. 21. #3 Think now, design later
  22. 22. Strategy. Concept. execution. Tone. Proposition.
  23. 23. #4 Inspiration is everywhere
  24. 24. Not only on the internet.
  25. 25. Stop phubbing.
  26. 26. Turn it off when you’re out.
  27. 27. #5 Too much Inspiration kills creativity
  28. 28. Dying to try out that new trick you learned? Think twice.
  29. 29. This new trend? Won‘t look good When you’re Trying to Sell cookies.
  30. 30. Don’t fall for the trend trap. (unless it works)
  31. 31. #6 Kill your “babies”
  32. 32. Oh no.  
  33. 33. Babies Are great ideas we lovingly cling to even if we’re told they don’t work.
  34. 34. Oh yeah.  
  35. 35. #7 mandatories
  36. 36. Inclusions / exclusions
  37. 37. #8 KISS
  38. 38. Keep it simple, stupid.
  39. 39. Communicate one message.
  40. 40. 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
  41. 41. Attention spans are getting shorter.
  42. 42. “Dramatize the simple.” - Sir john hegarty, BBH
  43. 43. #9 Avoid cliches
  44. 44. You’re supposed to stand out, Not fit in.
  45. 45. #10 Use eye-catching images . . Legally.
  46. 46. Stop using cheesy stock photos.
  47. 47. #11 Visualize the ad placement
  48. 48. #12 Wear different hats
  49. 49. Ask yourself: Will this ad appeal to the audience?
  50. 50. #13 Imagination: Don’t reveal, Imply.
  51. 51. Leaving a bit for the consumer to figure out engages them with your idea.
  52. 52. #14 Advertising isn’t what it used to be.
  53. 53. Art + copy + technology  
  54. 54. Now It’s about creating experiences.
  55. 55. The possibilities are endless.
  56. 56. 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
  57. 57. 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
  58. 58. Thank you.

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