The last AFDC ad was so magical , beautiful and mysterious. It grabbed you and engaged you , but most importantly it stuck! And I was so disappointed to see this!
Sometimes I feel like an overly critical person. I especially hate criticizing good causes, but I can’t help it.
One of my hobbies is going to random trade fairs and collecting marketing materials, and the most common mistake is too much text in combination with a non compelling design. Brevity is the soul of wit, especially in the modern advertising world, admittedly you can and must use text , but you must know how to make your reader want to read it. My favorite mental exercise is taking such marketing materials and thinking of ways to make it more compelling. Sometimes it is very simple, using more, or better images and using some text formatting techniques that break up the text and increase white space to make the overall impression less daunting.
Don’t push your message, because then your reader will just react by :”I don’t want to read this!”. And a lot of the time, when I see brochures, though I know that I need to read them, professionally , on a personal level that message flashes in my head, and even if I do read, I do not concentrate hard enough.
On the other hand, I do realize how hard it is to achieve that perfect balance between design and content, I faced it in my work on too many times. And the designer in this case, most of the time, has a bigger role in making it powerful, than the content/copy writer. And such ‘communication artists’ who grasp this concept and work together with the content producer are very rare to find in my experience.
[Images published in 24:30 Magazine]