Before a person can read what an advertisement says, they are immediately caught by the visual elements of it. They see the graphics, the photos and the overall layout. Just like ad copy, the goal of ad design is to get the audience to take some sort of action. Not only the visuals you use, but also how you place them on the ad can help you achieve that goal.

The following are layouts to follow to effectively design your ad:

1. Ogilvy Layout (Five Step Process by David Ogilvy)

• Visual – Place your photos and/or graphics at the top of the page
• Caption – If you are using a photo, place a short caption underneath.
• Headline – The headline of your ad goes next.
• Copy – Follow your headline with effective ad copy
• Signature – Place your company’s name and contact information at the bottom right of your ad. This is the last place the reader’s eye will go.

2. Z Layout

• Place all the contents of you ad in the form of a “Z”. Put the most important elements on the top of the “Z”. The eye will naturally follow the pattern. Place your “call to action” or your signature at the very end of the “Z”.

3. Single Visual Layout

• The principle of this layout is “less is more”. This is a simplistic, yet powerful ad. There is only one visual element followed by a simple headline and short ad copy.

4. Illustrated Layout

• There is not much room for audience interpretation with this layout. This ad shows the actual product or service offered. It demonstrates what it does, how it works and what it accomplishes.

5. Top Heavy Layout

• This layout puts strong emphasis on the visual element of the ad. The photo or graphic design is placed in the top half or the left side of the ad. It is then followed with the headline and copy.

6. Upside Down Layout

• This layout is as simply as it sounds: turn your ad upside down. After you finish designing your ad, you may find it is even more powerful in its opposite layout.

In addition to this brand dis-trust, companies no longer own their brands, consumers do.  Consumers control the success of large brands and their future.  Today’s social media movement is stealing corporate control over mainstream media and giving more control to word-of-mouth advertising on a large scale.

When it comes to advertising, more and more Americans are becoming smarter and are aware of certain strategies such as product placement.  In order to preserve marketing success, large corporations have de-branded their products during product placement, also known as “product displacement.”  These companies place their product in movies, TV shows, etc., and intentionally change their product’s name on the actual picture.  For example, VitaminWater has changed the bottle’s text to “MeatWater”, Jack Daniels has changed the bottle’s text to “Jake Danzels”, and Pepsi has changed the bottle’s text to “Pecsi” in certain campaigns.

This confusing product displacement works like this:  the audience sees the product with a change or typo in the brand and notices something is different.  They think about the products real name and associate this “different” brand with the “real” brand.  The audience has then spent more time thinking about the product than they would if the product was placed with its original name or logo.

Starbucks is taking this de-branding marketing strategy to a whole new level.  As a coffee shop, large portions of Starbucks’ target audience are fed up with corporate control over the chain and, in return, prefer local coffee shops.  First, many typical “coffee shop regulars” think small, simple and unique—none of which describe the fast-food-chain-headed Starbucks.  Many coffee shop regulars think “different is cool” and might even be part of the de-brand campaign.  Second, those who go to coffee shops to do work are immediately turned away by Starbucks while it offers expensive internet, excessive noise, corporate approved music, over-lighting and fresh-out-of-the-package food.  Starbucks has become a grab-and-go chain leaving customers feelings less and less welcome to stick around.

To solve their problem, Starbucks turned to de-branding as a marketing strategy to go back to their small coffee shop roots and “faking” being “local”.  After all, the only thing trendier than Starbucks is a coffee shop far from Starbucks.  The first try at this simplification was in Seattle (where it all started), with the transformation of a corner Starbucks into the secretly corporate owned 15th Avenue Coffee and Tea.  Other than its previous décor, this “local” coffee shop shows no sign of being affiliated with Starbucks.  The shop also serves beer and wine, the baristas pour everything by hand (rather than a button) and local events, such as open-mike night, fill the shop’s evenings.

Consumer trends are constantly changing, which means products and the marketing of products must change as well.  It is important for companies to think outside the box and try the unthinkable in order to gain or retain the success of a product.

Identify your message and define its goal.

• Before you begin writing your advertising copy, you must identify your target message and the main goal of the message.  When developing your advertisement, keep this goal in mind and never stray from it.  If your advertisement gets off track from the goal, it creates confusion for your target audience.

Identify your target audience.

• Know whom you are trying to reach and everything about them.  Know their demographics, psychographics, background, interests, etc.

Appeal to your target audience.

• Always keep your audience’s self-interest in mind, not your own.  Aim the message at individuals, rather than the entire group.

Capture your audience’s attention.

• If an individual’s attention is not caught immediately, your advertisement will not be noticed.  Use effective tactics in order to capture attention, keep attention and sell your product or service.

• EVOKE EMOTION.  If someone feels a strong emotional connection to the words, phrase or idea of your advertisement, they will absorb your message.

• BE UNEXPECTED.  Think outside the box.  Avoid clichés.  Use unique and shocking ways to capture your audience.

• BE ENTERTAINING.  There are many ways to make copy in advertising entertaining.  Humor appeals to a universal audience.  Telling a story will leave them wanting more.  Putting your audience in a situation or mindset will entertain the feeling of your message.

Develop the content of your copy.

• Offer your audience something, an incentive to follow through and take action from your advertisement.  This can be tangible, such as wealth, a deal or low price, or it can be an idea, such as health or happiness.  The audience needs a purpose to absorb your message.  The following are strategies to remember in developing your advertising copy:

• SIMPLICITY.  Keep your message simple and to the point.  A complex concept will lose the vast majority of any audience instantly.  Never assume your audience already knows something.

• CLARITY.  Say what you mean to say.  Your audience should be able to identify your message immediately.  Your message should never be a riddle or up to individual interpretation.

• BREVITY.  Nowadays, no one has time for advertisements.  To get your message out, keep your message short and to the point.  Long, drawn out copy will loose your audience’s attention.  Cut the fluff and get your message out as quickly as possible.

• CREDIBILITY.  Promise your audience something and back it up with proof.  If you are telling your audience your product or service is the best, let them know why with concrete evidence.  Use case studies, ratings, reviews, etc.

Always proofread.

• A first draft is never perfect.  Always re-work and re-phrase.  Try multiple ways to approach your audience and find which one is best fitting.  Test the effectiveness of the message on others before you use it for your final advertising copy.

Strategize for the right medium.

• Know what is the best medium in which to reach your target audience.  Know the most effective area to purchase billboard space, know the magazine your target audience reads most, and so on.  Pick a medium in which you can gain the most possible traffic from your target audience.

Always back it up with action.

• Always follow through with your promises.  This will not only gain you customers or clients, but will help you gain credibility and positive word-of-mouth marketing.

Lets look at some examples of changing design.

In the 1970′s there was a lot of design being done with flowers and Earth Tones.  This was due to the state of our society being in the “Hippy” era.  Designs were Psychedelic and crazy with floral patterns and fun shapes.

In the 1980′s we found the masses being attracted to bright neon colors and a sort of robotic feel.  This was most likely due to the advent of computers and the emergence of technology.

The 1990′s brought us a sort of transition phase to where we are now.  I personally cannot think of any defined style or relevance of the 1990′s but it was probably in anticipation of the new millennium.

In this dawn of the new century we have a new style that is prevalent all around us.  This is sort of a minimalistic, yet bold approach to design.  Quite a few ads and designs are not much more than well placed images with a couple splashes of text and a logo.  This style has been driving Websites, print ad campaigns and outdoor media for quite a few years now.

No matter what style of design an individual likes, if they are a designer, they still have to follow some basic elements of the trends around them.  Adopting parts of various styles will make a design unique, but making sure it appeals to the masses is what will make the design successful.

Pier Marketing is a marketing firm that has worked closely with various companies to develop graphics for everything from Advertisements and Point of Sale Materials to Trade Show Booths and Websites. To learn more Pier Marketing’s Graphic Design and Advertising services, Please contact us today for a no obligation consultation.