When Graphic Design Hides the Message

Much too often, advertising designers emphasize visual appeal too much, forgetting the most important: efficiently communicating a message.

Friday, November 20, 2009

And that translates into wasting money. With the crisis forcing us to reduce costs in every front, we must demand results from our advertising investment.

If they tell you "What a beautiful ad!", and ask you "Who's your designer?", then you should worry. You don't need compliments, you need to increase sales. The key point in advertising is to deliver your message to the consumer, not inflating the designer's ego.

The blog SHiFT Happens, remarks that "It's not the designer's fault, it's your fault. You press the designer to focus on the ad's design and not on the message you want to convey".



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When digital advertising fails, do not blame the medium without analyzing if the design of the ad is in line with it.

Phillip W. Sawyer writes in an article in Advertising Age that the effectiveness of an online campaign can be seriously hampered by mistakes made by designers who do not know the specific requirements of digital communication.

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