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After good design gets you noticed, what does your ad say next?

In Design Fundamentals - Mamma Di's Pizzaria, Pies Pies Pies ad samples copyright 2013 by David Pierik

Article and images © by Dave Pierik

Advertising is not art. It is not science, nor is it strictly always a business transaction or a bunch of words in a box. The best ad design – whether it is in print or on the Internet – achieves the communication goals that the purchaser of the ad set out to achieve. An ugly ad may get the desired results, but a beautiful ad is more likely to.


One ad, one idea

If you could tell the whole world ten things about your business, what would they be? How about three things? What about one thing? If your business has one thing that sets it apart from your competition, that is the one thing to communicate. There have been trends of thought in the trade toward minimalism. "Less is more," they say.

But less is not always best. If the customer wants more information, less is just less and will not achieve optimal response or sales because a prospective customer does not have enough information or reasons to buy.


The more you tell, the more you sell

An old-school saying in the ad business is, "The more you tell, the more you sell." This idea is wonderful if a prospect is on the same page as you, absorbing your information. Ad agency copy writers in the heyday of Madison Avenue wrote pages of paragraphs describinWashington USA Wonders from Shelton to Seattle mock postcard copyright 2013 by David Pierikg how and why the products and services offered by their clients were the superior choice.This ad copy-rich approach worked well but trends change, the pace of the world changes and now we see fashion ads in magazines that are stripped down to just a photo and a logo.That being said, there is much to be learned from long rambling sales copy. If needed, long ad copy can always be edited down to a few great nuggets of information, and if it's onthe right track, the entire direction of a great ad campaign can be developed. If it's really good copy, customers will read it all. Starting from good ad copy is also helpful for graphic designers because they become better informed and inspired about the many possible images and looks that will work best for each individual ad in any media.


The best of both worlds

The wonderful thing about ads on the Internet is that even though surfers click away every four seconds, there is no word limit. If the customer wants more information, she will keep surfing and searching until she finds it. What this means for ad design is the best of both worlds: a beautiful product image that can be clicked for volumes of information. A brochureVisit Scenic Healing Gardens postcard design copyright 2013 by David Pierik can also do this with a nice cover image and body copy on the inside. Even a small print ad can satisfy a reader's need for content with a big headline, eye-catching image and fine print –  and also by giving the reader a website address for more information.

(Ads shown here are for example only.)


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