In a creative role it is mandatory to think outside the box, but what happens when content and brand guidelines dictate creative control?
When designing an advertisement many or all of the design elements like the logo, color palette, fonts, photos and content may have already been decided for you.
This lack of creative control can be seen as a restrictive box, so how do you create an inspired ad that looks different from the other corporate ads the client has released this year?
Try not to focus on the limitations of the creative control by approaching the design layout as a fun creative challenge that will employ a back-to-basics approach to showcase brand creatively within the confines of the brand guidelines (Box).
4 Quick Tips When Designing in a Box
1. Let the photo speak for itself:
The photograph is the first thing that catches the reader’s eye. When selecting from a group of corporate stock photographs take into consideration more than just the subject matter of the image. Don’t forget to focus on the color, movement, angles and negative space that can tell a story or keep the eye interested within the image.
2. Compliment with color:
Select a color or a complimentary color from the photo that will highlight the text and work into the existing corp. color palette enhancing the overall layout.
3. Grab attention:
Headlines should grab the attention of the reader then lead the focus to the next design element.
Placement of the headline layered over the photo or in relation to negative space can breathe new life into stale content and lead the reader to the next design element.
4. Command to be read:
Wordy taglines or body content in advertisements can be discouraging to read.
Limiting tag lines to two or three sentences will encourage the reader to read the whole message and not get bored with too much text.
What to do if you have to work with longer taglines or body content? Clean it up! By adjusting the Leading and Kerning you will be creating or deleting the negative space between lines and letters persuading the reader to READ ON!