I’ve demonstrated this principle in thousands of ads. Examples include:
If you’re selling software, replace abstract vector graphics of your services with clean screenshots of your product dashboard.
If you’re selling a service, show the service in action, for example, a dog walker walking his dog rather than an image of a happy dog on a leash.
If you are selling a physical item, show it along with a close-up photo.
Given the volume of ad impressions we get, assume that readers lack the patience and motivation to guess what your ad is selling. Be clear.
We want consumers to say, "That was a hell of a product," not "That was a hell of an ad."
--Leo Burnett
If your creative depicts a group of people at dinner, but they austria mobile database aren’t doing anything special, is the ad’s content clear enough?
Maybe alcohol? Or an app that helps you find clubs? Or maybe it’s an ad for the club itself?
Who knows.
Readers will skim by default. They won’t read into your vague imagery. The solution? Add a few words that describe the product.
3. Be purposeful
The third rule of creative design is to use visuals with purpose.