Graphic design has completely changed the world of visual marketing. In the past, people could only use texts for adverts. Just imagine some of your favorite ads, billboards, and visual brand identities being boiled down to plain text. It’s a really huge thing: the world as we know it would not be as versatile and colorful.
Today, advertising graphic design is the real deal. The top talent around the world works hard to perfect the laws and trends of visuals and bring design closer to the general audience.
Here are the four most important tips for the perfect advertising graphic design:
- Know your goal – start creating with your goal in mind, align your design with it before publishing and keep it in mind while you track campaign results
- Color decision – find connections between colors and emotions they trigger to make an impression on your audience
- Text choice – a picture’s worth more than a thousand words, but in ad copy, it’s also a lot about what you will have to say
- Typography – fonts can completely flip a graphic design piece from boring and monotone to unique and cheerful
If you apply all of these tips to your designs, you will be left only with the best results that will wow both customers and your clients! Read about them in more detail in order to get your next ad design right:
Know your goal
Precision is critical in graphic design. Even though many people consider it a purely artistic activity, designers actually know exactly what they are doing and what they want to achieve. Your design needs to be guided by a given purpose.
In this case, it is about advertising. The design needs to attract attention, create interest, and drive the consumer towards an action. Your own taste and artistic expression should be on the sidelines for this. When it comes to advertising in graphic design, there are particular rules that you should follow to make sure your visual has the best chance of resonating with consumers.
For this purpose, it’s important to collaborate with other creative departments or your associates. Try to find answers to these questions in order to nail the right type of graphic design for your advertising campaign:
- What will the text on the advertisement be about?
- Who will be the primary recipient/audience of the ad? How will other people outside of the target audience respond to the ad?
- Is the visual in line with the company’s and brand’s general style and message?
The color stands out among many aspects of graphic design. It can completely change the perception of an image, illustration, icon, or other visual, which is why it’s important to get it right and know exactly what it means.
In advertising, you need to ask yourself about what your brand stands for. The overarching mission and vision of your company and brand are going to be something that’s underlying everything you do in graphic design, especially color-wise.
Moreover, you need to analyze whether the brand has developed. If you have been using particular color palettes in the past, it doesn’t mean that you have to stick to them until the end of time. This is especially applicable if you’re going through rebranding or you want to change your target audience.
Finally, you need to decide the most appropriate color theme for your brand. The human psyche responds to different colors with emotion, so you will need to connect and tap into these connections of emotion and colors in order to trigger the correct response from your target audience.
Texts are the most important of any advert and therefore, should be reflected in your graphic design. No matter how much you prioritize visual as a graphic designer, you have to let the text come first and let graphic design complement the message.
For adverts, you want to keep the word count minimal to avoid stuffing your adverts. Some of the best ads worked wonderfully with only a couple of words included in its copy and visuals. Just remember “Got Milk”, Nike’s “Just Do It”, McDonalds’ “I’m lovin’ it” or “I want my MTV”…
As a designer, you probably won’t be the one in charge of coming up with the ad copy, but it will be expected of you that you know how to tell a visual story using that snippet of text.
The font is one of the things that create excitement in any graphic design. Many laymen consider font to be just a simple text style that we choose when we start a new document in Microsoft Word, but it’s so much more than that. Thanks to the power of typography and different fonts, we can now recognize brands solely from the font they’re using.
Choose the font that pairs well with your images to make the ads more interesting and trigger action in the end. This can be achieved in two ways:
- Complementary Typography – the human mind loves things that are alike – types that it can label into the same categories. When it comes to typography in graphic design, you can achieve an attractive effect by using fonts that match the visuals: if the graphics are aggressive and direct, choose a font that’s the same.
- Contrastive Typography – you can also achieve the desired effect by going for something completely opposite. If your visuals are, for example, romantic and feminine, you can go for a bold, sharp typeface that will be even more accentuated by its background.
Graphic design is both an art and a science – it’s multifaceted and has many rules, but artistic expression and liberty are also mandatory for it to be successful and effective.
In advertising, these features are highlighted even more: artists and designers have to pair up powerful, captivating ad copy with visuals and graphics that will be attractive, but not steal the spotlight from the text.
You can look at graphic design in advertising as a jigsaw puzzle with many different aspects having to come together – all you have to do is structure and order them correctly!