When it comes to designing an advert that will deliver results for you again and again, there are two simple rules to consider. The first rule of a well-designed advert is about capturing attention and its ability to convince potential clients to make an enquiry with you. The visual language must be relatable and storytelling, evoking specific emotions and the desire to take action. High quality imagery is crucial, professionally-taken photography is a must (like in this example here). Without it, you’ll struggle to capture the attention of the audience you are trying to target.
TIP: When putting together a photoshoot plan, think about what images would work well for advertising purposes. Would perhaps detailed shots with more depth or layers (achieved for example through lighting) work better over shots of the whole room set or vice versa? What formats (portrait or landscape) do you need to think about for social media advertising vs in magazines?
The second rule is about the complexity of the advert design. It is one of the greatest misconceptions that adverts must be complex and overlayered with information and details that the potential client “needs to know” to catch the eye. I recommend doing the opposite – create a well-balanced design layout with fewer but punchy elements. Less is more.
TIP: Use the best shot from the project’s photoshoot as the main hero image. One that also represents your brand as a whole, clearly communicating what you can do for new clients.
Here is what to keep in mind when designing an advert.
1. Ensure that each element has its purpose and function in the overall design
2. Headlines must be visible from distance, if printed
3. Use white space for balance
4. Use scale purposefully
5. Make it interactive (e.g. print through QR code)
6. Make the message clear, use the 2 seconds rule
7. Get inspired but be unique
Bad example
There are many shortcuts and tools you can use to design your own advert for your brand without hiring an expensive design agency. But beware. If you are thinking about using cookie-cutter templates, make sure that the design doesn’t devalue or dilute your brand and its reputation.
Here is an example of a template I came across on Canva and would not recommend to use it to design an advert:
Good example
Instead, imagine what your potential client is looking for – what keywords and style? – and design an advert with that in mind. As mentioned above, design it with less clutter like this example below.
In conclusion, whether you design an advert for your design studio on your own or hire a professional agency, know who you are targeting – what kind of clients you want to attract and get enquiries from. Do a bit of a market research and see how your competitors do it. Can you spot from their adverts who they are trying to speak to and attract? What message (both through keywords and tagline, and through visual language) are they sending into the market?
This will inform the next steps of the design process as described above. Remember: if your advert is not designed well, it can cost you time and money, and even your reputation. On the other hand, a well-designed advert can elevate your brand, strengthens your company’s reputation and brings in more enquiries, clients and projects.
If you enjoyed this article, why not subscribe to our bi-weekly “Creative Advice” round-ups? That way you never miss out on a good idea, case study or tip that you can get inspired by and use in your own business.
