Why Advertising Design Matters

Posted by Alec Hess

____________________________________________________________________________________________

Advertising plays a decisive role in capturing the attention of potential consumers. If you have a great ad with creative graphics and a powerful message you will gain recognition and get noticed. If you don’t put the time and effort into researching and perfecting your ads you risk appearing boring, mundane, illegitimate, or worse. A bad ad can offend the very people you are trying to reach.

It’s important to know that large companies buy millions of dollars of ads every year to produce iconic, eye catching, memorable advertising because it works! They wouldn’t waste their money if it weren’t cost effective. For a smaller business like yours advertising is no less important; the key is getting the most bang for your buck. Finding a unique way to promote your offerings in a memorable way should be your goal.

What We Mean by Ad Design

Ad design as we are talking about it refers to the creation and organization of marketing materials and placement of those materials, whether it be in newspapers, online banners, You tube, brochures or any of a hundred other mediums. Concept, imagery, copywriting, jingles and graphics are all used for one overriding purpose: to give your ad it’s meaning, to generate responses, to build recognition and get people to buy whatever you’re selling. Remember: the way your ads are constructed and presented affects how people perceive your message. 

Two Key Facts:

1. Good ads are memorable and drive people to act, to buy from you or investigate further.
2. Bad ads can hurt your business’s reputation and drive away customers.

A recently released Nike commercial featuring Lebron James battling a kung fu master and a dragon, was quickly banned because some believed it was insulting to Asian-Americans.

  Be Aware: Advertising can back fire on you if you don't have good professionals behind you. Being controversial isn't always bad, but insulting people is usally not the best path.  

Do It Yourself; or Professional?

That’s a trick question: any ad that works and is professional looking or sounding; is what you want, whether your mother created it or Saatchi and Saatchi (world advertising leaders).

• Logo design
• Website design, especially landing pages
• Print and online advertisements
• Outdoor ads
• Electronic publications and catalog design
• In store promos
• Brochures
• Direct mail materials
• Email marketing design
• And a hundred other non-traditional advertising venues

Alec Hess is a marketer and small business expert as well as Principal of Full Voice Media and Vanguard Healthcare Products; and co-founder of BizSaves. His focus is on small business success and he has consulted, guided and advised many firms.
_______________________________________________________________

Other Articles On Advertising Design:

Forbes: Marketers, Get Ready: 'All Advertising Soon Will Be Digital' Mashable: 5 Hot New Events In Social Media, Dev, Advertising and More