Concept
Although every instance of communication is unique and each carries its own set of rules, here are a few generalities:
- Let imagery do the heavy lifting.
- A headline/copy should be short and to the point.
- The product should be positioned next to the headline, as it is showing the device that enables the consumer to beat yesterday.
- Features and benefits should be reserved for times when the audience has time to read them, which is usually in-store and in merchandising.
- The logo should NEVER take priority over the message you want the audience to understand. It should be used to identify the person from whom that message is coming.
- Unexpectedness is what grabs attention. The audience won’t stop to look at something that blends in. Keep this rule in mind as new creative executions are brought to the campaign.
- White space provides a necessary break between elements to allow the eye to breathe. Without it, eye fatigue can set in, and people will be quick to move on.
- Keep things simple. Consumers live complicated lives, and the last thing they need is more clutter. Give them a simple message, and they will read it.
Real Estate
Our logo is a representation of the products and services we provide. Without these products and services, our logo carries no meaning. Therefore, our advertising and marketing need to first promote our products, and second, follow with a sophisticated and tasteful display of our logo. If the hierarchy comes in any other manner, we are failing to communicate the meaning of the brand.