The importance of the original idea

Let's explore the benefits of using a…strong original concept to deliver your message.…Now before we get too carried away, thinking…everything we produce must have a killer concept.…We need to appreciate that some projects are completely utilitarian.…For example, road signage and instruction manuals require simplicity and clarity.…And there are many projects that rely on…tried and true approaches like gender…appeal or fashion as their main attraction.…

With those exceptions, most products, services and communication pieces must…incorporate strong conceptual solutions to get the word out and create a buzz.…A great concept might be structured as a…playful metaphor, an engaging analogy, or pose a question…to the viewer.…Whatever the approach, a concept's first goal is to hook the viewer.…Let's take a look at how effective a concept can be at grabbing that attention.…

On the surface, it's simple to say that these two…advertising images are, promoting essentially the same type of product.…Yes, it's a cleaning model, but as advertisements go, the similarities…