1. The Big Idea
08/28/2016 Design for Advertising
Miriam Ahmed

2. What’s The Big Idea?
The main concept, theme or metaphor that strategically connects promotional material for the brand’s goods/services via single ad or a campaign series
At the beginning of each design campaign, select a theme or metaphor based on The One Thing you want your audience to know, and let it drive your entire campaign.
David Ogilvy on How Do You Know if It’s a Good Idea:
Did it make me gasp when I first saw it?
Do I wish I had thought of it myself?
Is it unique?
Does it fit the strategy to perfection?
Could it be used for 30 years?
09/5/2013 Design for Advertising

3. Design Concepts
Advertising needs to deliver a high-impact message in a brief time
Keep verbals brief
Keep artwork (including illustrations and images) simple or minimalist
The goal is to deliver provocative text or graphic that will hit home quickly. For example, funding campaigns combating starvation in under-developed countries frequently feature images of malnourished, sick children.

4. Provocative Design
Keep in mind that the word “provocative” does not mean sexually explicit. It refers to the ability to provoke a severe emotional reaction in the target audience.
For example:
Bloody, gruesome graphics evoke horror in anti-abortion campaigns
Cute puppies and kittens evoke love and adoration in pet adoption campaigns
Bare, destroyed earth images evoke panic in anti-deforestation campaigns
Healthy breast cancer survivors, running a marathon evoke empathy and caring

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