1.    KISS
Keep it short and simple! This is what KISS means. It is a very basic rule in communication. Consumers do not like to read long texts. They must understand your message in 5 seconds.

2.    Do not sell the product, sell its benefits
Most ads are simply descriptive, they explain what the product or service is about.
Example: If you drink this water you won’t be thirsty any more. This is not very unique, because water can always satisfy your thirst. A benefit could be, if you drink this water your digestion will work better or you will feel fit.

3.    Communicate to peoples basic needs
Nowadays a lot of advertisers count on the famous slogan “sex sells”. Here you’ll find Maslow’s Hierarchy of needs and see why this is:

a) Physiological Needs
Food, water, air, shelter, sex

b) Safety and Security Needs
Protection, order, stability

c) social needs
affection, friendships, belonging

d) ego needs
prestige, status, self-esteem

e) self-actualization
self-fulfillment

4.    Testimonials
Involve superstars in your advertisements. Research shows that involving superstars in your ads helps you receive up to 13 % more attraction than with an unknown person. Especially women and youngsters could be catched with testimonials.

5.    Use the right colours
Colours should always fit your branding and corporate design. Sometimes colors become points of identification. For example Coca Cola always creates printed ads in its powerful red. Another example is Milka. If someone asks you what colour Milka has got, I’m sure you’ll get the right answer.

6.    What is most important?
If you want to put texts in your ad, pay attention on the font sizes, the positions and colours of the different information. What information is most important and shoulb be looked at first?

7.    Contrasts
It is not only colours attracting the eyes of your target group.

Ads like those make you think about things, and that is want you want to achieve. People should think about your “product”, talk about it with friends or even better, discuss online about it.

Maybe these tips will support you in your job as a creative freelancer.

Which of these points seem most important to you?

Based on: http://www.designingmall.com/