When I was a teenager, my parents would ask me to take out the trash, and they always seemed to have the worst timing. In the middle of a video game or hanging out with friends, I would typically reply with a loud, annoyed “Fine!” As soon as the word came out of my mouth, my dad would yell, “Hey, don’t talk to your mother that way.” He wasn’t referring to what I said — after all, I did agree to take the trash out — but how I said it.
The same principle applies to advertising: how something is communicated is just as important as what is being said. You can have the best content in the world, but if your creative assets don’t grab the attention of the target audience, the message will be missed.
As the following infographic demonstrates, the first features an audience will notice within advertising are color and typography. These two aspects will set the tone for the message that is being delivered.
Take a look at part of this infographic from MDG Marketing.
(See the full infographic here.)
What can we take away from this information?
First, our mindset must shift to understand that the design of a piece is just as important as the message being communicated.
Second, what we present to our target audience needs to change. We need to spend more time assessing the design of a piece and setting clear communication goals.
When the design elements fit the attitude of the message being communicated, advertising will be the most effective.
Looking for more design advice? Check out these four tips from a professional designer.