Thinking About Good Design
How many times have you caught yourself talking about a great Super Bowl ad and then, after you’ve had a good laugh over the re-calling, you still have no idea which product was being pitched?
Good commercial or no good?
The purpose of a commercial is one thing: to bring awareness to the brand. That’s advertising 101. This, frankly, is why agencies are paid the big bucks. But they, too often, get caught up in the novelty of a concept and forget about the purpose.
When this happens, you may end up with a wonderfully entertaining spot, yet have not gained what you needed – brand recognition.
Good design is the art of clearly identifying the key hook of the brand, then developing a creative wrap that helps audiences identify with the brand – so that it is forever etched into their memory engrams.
Sounds simple enough…which is why some of the most effective creative presentations are the simplest ones.
A good laugh is always valuable, but when it doesn’t support driving the key message home, it’s a joke that ultimately falls flat and that’s a dangerous thing. With all the competition out there in today’s marketplace, your wonderful yet, off-target creative may very well make the audience remember your competition.
Ouch!!
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