Presenting three different images in a campaign does not mean there are three different strategies. When choosing the main campaign visual with a freelance art director, one should consider what idea is being expressed as well as color or effect. The decision affects all subsequent adaptations.
Explain each alternative in one sentence
If it is not possible to explain what the image says, the decision is mostly left to taste. For each aspect, write down the target audience, main message, and expected reaction. For example, a campaign that introduces a new service and a campaign that invites existing customers to shop again do not have to use the same visual logic.
Check brand recognition
If a remarkable application can be easily adapted to another brand, its distinctiveness may be weak. Apart from the logo, examine the contribution of typography, color, photography approach and language. The main visual should be a decision that carries the message of the brand. The effect chosen may have a short lifespan just because it is a trend.
Make a small trial in the most difficult medium
See the preferred direction in a narrow banner, vertical story and print ad outline. The system is fragile if every adaptation requires reinventing the core idea. When finalizing the selection, separate in writing the elements to be preserved and the parts that can be changed.
Brief check before delivery
- Do the alternatives convey a different idea?
- Can the language of the brand be felt when the logo is closed?
- Is the message preserved in narrow and vertical proportions?
Clarify scope with Selçuk Aker
While working with Selçuk Aker, you can evaluate these decisions within the scope of corporate identity design. For the first meeting, share existing files, usage environment, and target delivery date. Advertising brief preparation completes this preparation.
Frequently asked questions
How many visual alternatives should I request?
Before the issue, determine which different idea the alternatives will test; Color variations of the same idea may not be considered separate directions.
Is the most striking design always the right choice?
No. A design that makes the wrong message more visible does not serve the purpose of the campaign.
Does the process end when the main image is selected?
The selection must be transformed into a usable system with adaptation rules, text hierarchy and application examples.
