A confession: I love bad ads. A garish billboard for a furniture store. An obnoxious flyer for a pizza joint. Bring ‘em on.
Many things can make an ad bad. A flawed strategy or understanding of its audience. Awkward, cheesy, confusing copy. But 999 times out of 1,000, an ad is bad because it lacks good design.
Design is an art. Art directors study design for two or four years and then spend many more in the field, honing their craft. To those of us who haven’t had that experience, our rational minds can struggle to understand why they designed an ad with “so much white space” or why such-and-such can’t be bigger or why they didn’t lay it out some other way. Our job is to make sure design isn’t getting in the way of communication. Their job is to design. If you never use an agency to create your ads, at the very least, find yourself a skilled graphic designer with the chutzpah to defend their work.
We’ve got three fantastic art directors at Copeland: Brad and Michael for offline and Tom for online. I’m thankful we’ve got their talents here, and their eye for design is visible in everything we produce.