Every brand needs promotion. It’s stupid these days to just put a product on the shelf and expect people to buy it. Yes, it can be noticed thanks to the competent packaging design . But whether they will put it in the basket is a big question. For a sale to happen, customers must engage in a purchase before they even get to the supermarket shelf and make their choice. This can be achieved with the help of advertising with a competent, effective design.
Advertising design is the expression in graphic images of the main idea of your product. It should be not only creative, but also understandable to the audience.
get feedback from potential customers;
choose the most relevant positioning and/or design option;
to refine the shortcomings of the packaging of the goods in case of their detection.
Even the most beautiful advertising will not bring you profit if its meaning is not clear to the buyer.
In the process of working on advertising design, Getbrand specialists create a key image that will be replicated on various media (transport, billboards, shop windows, etc.) and/or placed in the media.
Why do brands need a key image? It:
demonstrates the essence of your product;
helps the buyer answer the question: “Why should I buy this?”
increases brand/company awareness;
involves customers in the purchase at an early stage.
Advertising design works great at brand touch points with potential buyers. Getbrand always recommends that clients use the key image not only in advertising, but also in all communication channels: put it in the signature of the letter, transfer it to partners, colleagues who make purchasing decisions (if we are talking about B2B).
Commercially effective advertising design is developed according to our author’s technique “Three layers of efficiency”© and is carried out at three levels:
visual layer. We create a clear and understandable image that stands out among all the variety of advertising. We do it in such a way as to grab a potential buyer from their usual environment and draw their attention to your product. For example, a person walks down the street, he must not only meet a banner along the way, but also notice it. We achieve the goal by using certain geometric shapes, contrasting colors. Our experienced designers know how to do it.
context layer. We reveal the essence of your offer to the client, help you formulate the offer clearly, understandably, so as not to torment buyers with intricate creativity.
Semantic (conversion) layer. When the context layer is revealed, the person understands what is being offered to him. At this stage, it is important to correctly formulate a call to action (CTA, call to action) at the end of the advertising message. Call to action pushes the client to get money out of his pocket and pay you.
Advertising design always consists of a comprehensive study of three layers. Moreover, work with the semantic layer should be very thoughtful, scrupulous. Many companies do not pay enough attention to this, they argue like this: “Here, now we will launch advertising, and a queue will line up for us.” It must be understood that in the modern world, not everyone manages to stand out among the informational noise. As a result, we see a huge number of nondescript billboards and banners that are overloaded with words and images. It is impossible to focus on them. It’s no surprise that a shopper who walks by (and even more so if he’s driving) simply misses those messages. The effectiveness of advertising in this case is zero.
Creating an advertising design using the “Three Layers of Efficiency” © method helps to make an advertising campaign effective and increase conversion to a purchase.
Stages of work on advertising design in Abbydraw design branding agency:
- Client briefing. Live meeting or interview via Zoom. The specialists of our agency find out all the needs of the client, what meanings he seeks to convey to the audience, what advantages his product or service has. Based on the results of communication with the client, we highlight important points and draw up a brief. Our experience shows that for many clients, filling out a brief is a complex, obscure process. But a well-defined task = 80% of the success of the project. Therefore, we draw up a brief ourselves and agree with the customer, add references so that the customer can see examples of similar advertising design.
- Concept design. Creating a slogan and key images. We offer several options with examples of placement on different advertising media. This is usually done in two formats – vertical (city format, banners in social networks or digital) and horizontal (transport, billboards).
- Presentation to the client. Choice of one option. Comments and improvements at the request of the client.
- Adaptation of advertising design to other advertising media. The project is delivered in the formats that the client needs.
Ad design cost at Abbydraw design branding agency …