" Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read"
By Leo Burnett
This is one of the best advice from Leo Burnett to the designers because it will help them to be part of the guideline before they start designing. Most people especially advertisers overlook this kind of matter because they believed it already met their own expectation. However, let me break it down this quote to 4 part.
What does it mean by "make it simple"?
Make it simple seem so easy to execute it. But actually it is harder than it looks, most designers need to work with copywriter to come out with a word that is straightforward and the design are not too cluttered for the audiences to understand. For example:
What does it mean by "Make it memorable" ?
Before designers or copywriter come out with a design, they need to understand and study their target audiences' demographic, psychographic and even behavioural. They need to ensure that their design will meet the needs and wants of the requirement of targeted audiences. And copywriter need to play an important role for this part to come out with a tagline or copy that people will remember. For instance:
What is "Make it inviting to look at" ?
Designing seems easy for most designer at creative department because they have the skills to do it. However, to invite the audiences to look at the design or copy is quite challenging because it takes a lot of effort to make people want to watch at our work more than once. And this is challenging task for designers because some people will get bored with their work and just ignore it. And at this part, word of mouth plays important part because this will create awareness towards more audience.
For example:
What does it mean by "Make it fun to read"
At this part, copywriter take place because they need to come out with a great copy for their audiences to understand and makes them want to know more about the product. If the copy failed, the audiences will tend to look away and make them have a bad impression towards the product. This is one of the best example that has a great copy that pleasing to see:
In a nutshell, every designers and copywriter need to understand their target audience so they can execute the work properly. This is one of the best guideline for them especially before executing the design. And to be frank, designers and copywriter still lack of knowledge and tend to overlook it. I hope this will help the designers out there especially myself because this can be part of the steps before we all start designing it.