Autopsy of an Ad: A Design Perspective

Have you been an instigator of bad design?

Let's face it. We've all had projects we've been less than proud of when it came down to the finished product. A statement stuffer that was designed at the eleventh hour. A loan flyer that was type-set at Kinkos. A print ad you cringe to look back on. But when it comes to your credit union's external identity, if your execution is consistently falling flat – so will your effectiveness in the marketplace. So whether your creative crimes are stand-alone incidents or a string of related assaults, let's take a moment to review the tell-tale signs of a creative disaster:

Have you ever had a billboard that had your logo, phone number, web site address, branch locations, and hours of operation? Pick one. It's a billboard. Same rule applies to 30-second TV. The idea is to engage the viewer, and then supply them with just a few support messages and a simple call-to-action. With outdoor, it should be even more simplified. Think of outdoor as a support medium to the rest of your campaign to generate top-of-mind awareness. Stick to the main message and ideally just one call-to-action contact info, like a web site address. In the case of a directional billboard your credit union name, tagline and directional information will suffice.

Have you ever had a print ad or direct mailer with a ribbon, banner, and a burst? Unless you are actually advertising for a fire-works booth off the highway – the overusage of starbursts is definitely overkill. A well placed banner or call-out to highlight your offer is all well and good, everyone needs a little visual help directing the eye to the hook of what you're offering, but when you've got three, four, even five "hooks" those fish aren't going to be biting anything, they're just going to move on to the next clear patch of water, and the advertiser who does throw out one clear, easy to see piece of bait, is more likely to make the strike.

Have you ever used Comic Sans as a font in ANY sort of communication (other than an break-room bake sale)? Stick with the classics. Helveticas, Futuras and Frutigers are steadfast sans serif fonts that still seem contemporary in their simplicity. Serif fonts like Janson and Garamond are also oldies but goodies. It's great when a font gains some popularity among contemporary design (like DIN font) but beware, if you're not really into the "pulse" of what is cutting-edge, yet still in good taste - then just stay simple.

Have you ever used a stock photo (after the year 1995), featuring people with feathered hair and acid-washed jeans? Old photos make you seem, well... old. If you rely on stock photography, or even custom photography, make sure the images you choose are relevant to your current audience.

If you've answered "yes" to at least three of the above, you may have been a perpetrator of a creative disaster. Refer to the 4Cs of good creative, and you may be able to avoid future transgressions.

1. BE CLEAR: Establish a hierarchy and stick to it.What is your key takeaway message – if your audience remembers one thing after seeing, hearing, reading your ad, what would it be? What are your support messages? Don't forget that's what they are - support. Are your messages translating - visually, conceptually? Are they clear?

2. BE CONSISTENT: No one can find you if you're all over the map.Create a conceptual platform that sets a standard for all your communications. Set a tone for your imagery: photos, graphics, typography. Determine what your key takeaway message looks and sounds like. Have a consistent voice – are you warm, casual, friendly, professional? Define your personality and stick to it, or no one else will be able to identify it.

3. BE CURRENT: Embrace the new.Being current doesn't have to mean being trendy. But it does mean knowing what's not trendy. Out-of-date just translates as out-of-touch. Stay abreast of the contemporary. Consumers are smart. They can tell when something is not up to par. National is right next door, so you've got to raise your level of creative execution if you want to compete in the minds of your audience.

4. BE CONSUMER-FOCUSED: Put yourself in the mind of the viewer.Who are they? What will get their attention? What do they care about? More importantly, what is it about your organizations' strengths, services or personality that they would care about? Tapping in to the motivations of your consumer will make the difference between good creative – and effective creative.

by Tara Street VP CREATIVE DIRECTOR, THIRD DEGREE
tara@thirddegreeadv.com