Quality advertising is all about how a creative is able to inspire someone’s life, and not necessarily about whether the creative drives a conversion. Great ads appeal to an audience through its visual components and messaging and are able to trigger an emotional response. Further, advertisers need to always keep the end user in mind, as the effectiveness of an ad is only as good as how a user perceives it.
There are two characteristics of an ad that advertisers need to consider. The content, and the delivery of the ad. Content looks at how an ad speaks to an audience, and what the goal of the ad messaging is. Delivery looks at when and where the ad is served and the audience that the ad reaches. Ideally you want to combine these two components so that your ad reaches the right audience with the right messaging at the right time.
Research has shown that users make lasting judgements about a website’s appearance within a split second of seeing it for the first time. The same could be said about advertising. It is all about how your ad comes across within the first couple seconds of viewing that ad. And it has become even more important in the online world today as the web continues to become more cluttered.
Beautifully crafted advertising is not only eye-catching, but shows the creator’s attention to detail and trust of the brand. This adds greater credibility to the brand image. The definition of beauty according to merriam-webster is “the quality or aggregate of qualities in a person or thing that gives pleasure to the senses or pleasurably exalts the mind or spirit.” Further, if we apply this definition of beauty to advertising we are able to achieve the goal of bringing our audience to a higher state of emotional and psychological being.