“Everything changes, everything stays the same.”
It is true that marketing in the modern age has changed drastically, shifting from the traditional approaches to a more digital and personalized approach. Changes related to social media, the use of data analytics, and a focus on building relationships with customers, among many others, represent the significant changes inherent in the modern age of marketing.
But some rules and guidelines related to effective layout and design persist today.
Many of the old rules and principles of effective advertising layout still hold true and are relevant in today’s digital landscape, though they often require adaptation. While the medium has largely changed, fundamental principles of design and human psychology that contribute to effective communication remain the same.
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Here’s a breakdown of how the old rules still apply and how they’ve evolved:
- Simplicity and Clarity: A simple and uncluttered layout, including concise copy and visually appealing elements, is easier to understand and is always more impactful. Today users are bombarded with more advertising messaging than ever before, and generally have short attention spans online, so the message must be conveyed quickly and effectively.
- Visual Hierarchy and Balance: Foundational for visual communication are classic design principles like balance, hierarchy, alignment, contrast, repetition, proximity, and movement. All are fundamental to creating visually appealing and effective ads, regardless of the medium.
- Guiding Attention and Engagement principles help guide the viewers eye through the ad, directing attention to the most important elements like the headline, and call-to-action (CTA). This enhances message clarity and improves engagement.
- Creating Memorable Experiences: Principles like storytelling and evoking emotion, which were key to vintage advertising techniques, remain powerful tools for connecting with consumers on a deeper level and fostering brand loyalty.
- Building Brand Identity and Trust: Consistency in applying these principles across different platforms helps reinforce brand identity and builds trust with the audience.
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
-Leo Burnett.
While the application of these principles may change with new technologies, the core concepts remain relevant. For example, responsive design in digital advertising utilizes classic principles like simplicity and hierarchy to ensure effective communication across various devices.
The old rules provide a timeless framework for effective advertising layout. While the tools and platforms may have evolved, the underlying principles of good design persist in driving successful campaigns.
If you’d like to learn more about how to use effective layout and design toward connecting and engaging with your customers, give us a call or email us here at Sentinel Solutions.
We are experts in these tactics and can assist you in incorporating them effectively into your marketing plan. We can help you build compelling campaigns that engage your audience and drives sales.
Give us a call if we can help at 603-352-5896 or e-mail to Advertising@SentinelDigitalSolutions.com. We’re here to help you succeed.
Additional Resources:
- How Important is The Use of Art and Visual Elements in Your Advertising?
- Is Creative Still Important to Your Digital Advertising Campaigns?
- What Are CTAs and Why Does Your Local Business Need Them?
- Where Does Storytelling Fit in Your Branding Strategy?
