It’s a known fact when it comes to advertising there is only a short window of opportunity to capture the attention of the intended audience. I guess we all have some form of ADD. In Advertising Age magazine I once read a quote, "you only have 1.2 seconds to capture your audience before they turn the page". I recently posted a statement " If you're not a fan of a lot of text and copy in your advertising or design, then a picture is truly worth a thousand words".
There are some very important consistent that come to light when studying award winning ads. But more important studying the advertisements that get noticed and create brand recognition. After all that is the ultimate goal of any advertising, creating brand recognition.
Below is a link to one of my favorite web sites. As you go through national and international award winning ads, a pattern starts to form with 3 factors:
1. Creative thinking / Concept
2. One primary dynamic visual image
3. Minimal text with optimum placement
We all know this is the short formula and there is a lot of work and creativity that goes into making a complicated process look clean. However, it is the combination of simplicity and a dynamic image that delivers your message quickly and effectively. After all, 1 Mississippi 2 Missi, is fast and you either caught the attention of the potential consumer or the page was just turned. You may consider me bias but after you review the advertisements in this web site you will come to the same conclusion. In an economy that needs driven results. Make great choice in your concept, design and most important the image you present.
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