What makes for a well-designed–and well-marketed–ad?

When it comes to direct-mail advertising, readers of publications such as Clipper Magazine are visually oriented. People tend to read advertisements that feature colorful photographs and logos that are supported by strong headlines and clear messages. Ads are designed differently, depending on what specific purpose they are to serve. What makes an ad successful? What makes it stand out from and, therefore, be better than
the rest?

We asked Chris Demers, one of our talented senior art directors, and here’s what he had to say:

Q: What do you notice about a well-marketed ad?

A: The message or design must be striking enough to get me to change my routine. My routine is generally flipping through a magazine and pausing for a second on each page. Something that makes me stop and look for a few additional seconds is critical. I should then feel rewarded for having spent the extra time to look. Never “trick” me into wasting even a few seconds of my time. Give me reason to care about what you want me to look at. Make me wiser or richer, better looking or more confident. Or don’t waste my time. Good advertising always plays to an emotional need. Great advertising creates it.

So, what strikes you most about well-marketed ads? Please share your answers with us.