Companies spend huge amounts on advertising with what Yield ? No Idea ! Choices in Design can make a big difference.

1. 1nf0 Graphic Mentors
Business Series.
What makes an Advert Effective?
by Ronny J.C. Verlet
GrapChicque

2. 1nf0 Graphic Mentors

3. What makes an Advert Effective? 1nf0 Graphic Mentors
Have you ever been able to justify the money spent on
Advertising? NO !
You only can work on those elements that influence
the effectiveness of capture. DESIGN is one.
Werner Reinartz and Peter Saffert in an article of Harvard
Business Review from June 2013 give some hints.
Read the original article via:
http://www.scribd.com/doc/162427988/Advertising

4. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
The Design Elements which play a role in appeal are:
• Originality: is something original presented not thought
about before. Is it unique?
• Elaboration: to what extend is the subject or object of the
advert explained in the right context.
• Artistic: is the design being appreciated from artistic content.
• Synthesis: is a summary presented of all aspect around the
content of the advert.
• Flexibility: how can the advert be read; are there many more
messages or ideas possible.

5. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
Originality: is something original presented not thought about
before? Is it unique?

6. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
Originality: is something original presented not thought about before? Is it unique?
The idea might be original but romantism is not
bi bio- physical.
Another idea that turns out in
bad taste.

7. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
Elaboration: to what extend is the subject or object of the advert
explained in the right context.
The design of the bar holds the
shapes of the Camel brand.
In this advert we miss any
direct link with the product or
service from the brand or event.

8. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
Elaboration: to what extend is the subject or object of the advert explained in
the right context.
The text “ What does possession means to you? “
“ 7% of our population own 84% of
our wealth”;
---- does not match with the picture of
a loving couple.

9. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
Artistic: is the design being appreciated from artistic content ?

10. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
Synthesis: is there is a summary presented of all aspect around the
content of the advert?

11. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
Flexibility: how fluent can the advert be read; are there many more
messages or ideas possible? A need to puzzle?
This ad is from a cable manufacturer indicating that
square, flat and round shapes are produced.
In this ad for a event you have to
discover the word ART and
MODERN. People do not like to
puzzle in adverts.

12. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
Influences of the Design features on the effectiveness for Appeal.
Originality is a clear positive contributor, Elaboration as well.
Flexibility ( messages should not be unambiguous) is rather negatively
affecting Appeal.

13. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
Even more important is to apply the right Combination of the design
elements.
Originality
Elaboration
Artistic
Synthesis
Flexibility
The right mix will make the APPEALING effect :
ORIGINALITY in combination with ELABORATION or ARTISTIC
are the best approach to appeal.

14. What makes the Design of an Advert Effective? 1nf0 Graphic Mentors
The right combinations are:
- Originality +
Elaboration.
- Originality + Artistic.
- Artistic + Elaboration.
- Negative Influences:
- Flexibility + Artistic.
- Flexibility + Elaboration.
- Synthesis + Artistic.
- Synthesis + Flexibility

15. Discover also the other publications from Infographic-mentors:
Read online for free.
https://issuu.com/ronnyverlet/docs/237023118-signs-of-life-
and-life-of
Order a print copy.
http://www.peecho.com/checkout/ronnyverlet-
hotmail/246090/signs-of-life-and-life-of-signs-1nov2016
1nf0 Graphic Mentors
Signs of Life. Life of Signs.
A must read for Marketeers ,
Advertisers and Designers.

16. Business Series.
Semiotics Series.
Info Graphics is a most powerful tool in the
transfer of knowledge and insight.
ronny.verlet@gmail.com
Graphic by Louise Liz
GrapChicque
1nf0 Graphic Mentors