Advertising: getting noticed
In the Red Dot 21 category “Advertising”, we present superb evidence of why convincing advertising is almost unthinkable without good design. The primary purpose of advertising is to sell a product or an image. That is its main objective, so it will therefore always ultimately be judged by whether a print ad, for instance, or a digital campaign has succeeded in doing so. Yet there are many examples of good advertising that not only sell products successfully, but are at the same time creative, intelligent, pithy and humorous, and thus attract a good deal of attention. This sort of advertising also benefits the advertiser’s image as it takes consumers seriously and seeks to entertain or inform them. That way, they are more susceptible to the advertising message – more so than if the ad was pure hype. An ad or a campaign only has the required power of persuasion if it is based on a convincing idea, which is aimed at winning over not only the consumers’ heads, but also their hearts. As people’s attention span for advertising is very limited, many of today’s best ads manage without much text or long explanations and instead appeal directly to consumers’ emotions with striking images and just few carefully chosen words.
Digital & print advertising: making the most of its potential
Today’s advertising messages make the most of their potential, regardless of whether they are used in a digital or print setting, to a much greater extent than in the past. Nowadays, a campaign must often not only work at an international level, but must also be tailor-made to suit various different media and be coordinated across all of them. Digital advertising opens up totally different possibilities compared to print advertising. The same is true for social media campaigns versus TV spots. Nonetheless, activities that appear concurrently must be coordinated and complement one another to create a coherent image of the brand.
In the Red Dot Award: Communication Design “Advertising” category, jury members not only judge a submission for its design – the artwork of an ad or an advertising spot – but also for the impact of the idea, its emotional content and the type of storytelling used. In addition, the judges look at whether these qualities are repeated across all the channels used for a multi-media campaign and are developed in such a way that the potential of the individual media is exploited to the hilt. Despite this complex environment, it is actually sometimes the simplest ads, particularly among the print ads, that are the most effective. A simple, but brilliant idea that is implemented as such can be stunning. Regardless of whether it is amusing or shocking, in the best-case scenario, it ensures that something happens to us; that images pass before our inner eye like a film. In this way, the ad becomes imbedded much more deeply in our consciousness than if we were just looking at a nice picture. But you should make up your own mind. In the print advertising and digital advertising categories, you will find a wide range of different examples of successful adverts and campaigns. Please note, however, that you will find advertising spots for the cinema and TV in the Red Dot 21 category Films and TV.