This guest post is part two of two in a series on ad design written by Nikki Matarasso, a graphic designer and marketing coordinator for Blue Crane Design.

You may know good ad design when you see it. But that doesn’t make designing your own ads any easier. Here are some examples of great ad design with an explanation of how each one works, to set your creative gears in motion the next time you have to design an ad.

Focus Attention On The Product

One popular design technique is to make everything in your advertisement black and white, except for the product. This draws attention to the product.

(Check out the example at left: an ad for Victoria Beckham’s new fragrance, “Intimately Beckham for Her.”)

Similarly, some  advertisements have everything but the product out of focus, or all the design elements pointing toward the product. These are all visual aids that direct attention to the product and reinforce the reason for the ad.

Consistency Is Key

Consistency is another key to successful ad design. Think about the advertising for Apple Computers. Each ad is different, but they all  follow the same color scheme and theme. When you see one of the ads, you know it’s for an Apple product even before the logo appears.

One advertisement doesn’t create a good brand image; that takes time and dedication. But by incorporating a few of the same elements into every ad design, you’ll build a strong foundation for a memorable brand.

Think Outside The Box

Okay, the phrase has become a cliche in recent years. But unique design can really improve an ad’s success. Want proof? Check out this sign for Birdseye Fish Fillets.

Usually this sort of signage has plain posters, but the Birdseye version incorporates movement, bright colors, a clear message (their fish is so fresh, it’s practically still in the ocean!) and logo branding. As with the first two examples, the focus is on the product.

This clever design creates interest in the product and gets its message across. Its effectiveness is evident by the crowd that has gathered round to see how it worked. You can bet no other advertisement attracts this kind of crowd.

To Sum It Up

When designing any marketing material, have a clear vision of your message and the action you want customers to take. Don’t be afraid to get creative and try something new: it will likely make your ad more memorable.

If you need feedback, ask coworkers, friends, customers or even family members. Someone who isn’t as emotionally invested in your business will be able to provide a candid response and give you an impression of whether your ad’s message was understood, or if you need to go back to the drawing board.