The main objective of all businesses is to survive. Many business people erroneously think the goal is just profitability. Survival must come first. Survival for a business generally means breaking even. If you lose sight of this prime goal, the business eventually will slip and fail. Creativity is part of the formula for survival.
"Looking good" is NOT good enough.
To be successful, advertising must minimally breakeven and optimally directly increase sales and profits. Even ads, brochures, websites, and direct mailers that "look great" and say all the right things, don't always deliver any real response. So it's not enough to create advertising; you must be proficient at developing an advertising strategy.
Credibility accelerates adoption.
A principle goal of graphic design is to communicate a credible message to an audience and motivate them to do something. Invest, buy, volunteer, etc. Credibility is trustworthiness, expertise, and leadership. Credibility accelerates adoption of ideas and thus action.
Getting through the customer's mind filter.
Positioning strategy is a concept introduced in the early 1980s that altered marketing and became an important part of the modern marketing mix. It's a principle of human perception where the customer's mind is what ultimately determines product value. A positioning statement focuses an ad campaign on the one most important benefit of the product or service to get through the customer's mind filter. A positioning statement is a shortcut to motive.
Rising above the market noise.
Positioning and emphasis are related. Emphasizing everything equals emphasizing nothing. There is a hierarchy of page elements. Emphasis affects placement, size, visual weight, color density, and more. Market "noise" buries products and ideas if there's no emphasis. ::
