Optical illusion is a great way to get the attention of potential consumers. Being able to interpret an image in two ways naturally catches the eye and therefore catches the attention of passers-by. For example, this print can be viewed in two ways: an ear, and a baby. It is an architecture space where a person would learn to hear again – like a baby experiences sound for the first time.

If one has the impression that the shade is a most trivial design element, it is not. It can precisely be diverted to highlight a different perception or meaning on a visual.

There are several schools among typography enthusiasts: some prefer bold and large fonts, while others play on subtlety. It is clear that bold and striking police will inevitably attract the attention of passers by.

If you want to reach the consumer, you have to talk to them about the subjects that interest them and divert them to your benefit. Here, an Anti-smoking campaign to raise awareness of the dangers of smoking, titled “Health or Tobacco?”.

In some cases, not showing the product to focus on its results and effects can be extremely relevant. This is particularly the case when talking about a product effect. This is a brochure cover for a software that does not highlight the product, but rather the result of freedom when using the software TIM.

Never underestimate the impact of words. Here, the example of my ad which chooses not to display a photo but simply to play with a punctuation. The idea is to capture the mind of the reader to initiate curiosity.

In the same way that it is relevant to touch the consumer when dealing with his interests, it is just as important to contextualize his advertisement by referring to current events.

Forget about sizes, scales and dimensions. To support a strong message, it may be necessary to completely deflect our perception of things. Here, a campaign for the NGO Care which helps people in need. To illustrate its action, the association had the idea of creating a print which illustrates an open box which helps a whole region.

Reinterpreting a familiar image with an object that speaks to a completely different subject can bring visual and eye catching print campaigns to life. Let’s take the flyer print from the this travel agency: To promote tours in Lebanon, the visual is a post package with the different areas stamps.

Manipulating your product to show its benefits, composition or use is an extremely powerful way to communicate on it without saying a word. An example here with a very good ad for woman shoes designer.
To illustrate the added value of the product, the idea of incorporating the DaVinci creation painting “...and God created the woman” ... Simple and effective.

Staging your product in the simplest way to demonstrate its effect and its use is the key to success. A product that manages to advertise by "speaking for itself" needs no word to support the campaign. Here, an extremely well thought out print campaign to promote the amazing printing quality: the picture looks so real that you feel it needs care and watering.

Sometimes you have to be brutal to get a message across. And this is also true for print campaigns. Here, a very good print campaign from Zod Security equipment that shows a criminal behind bars. The image is interpreted with a double force: the prison which illustrates a crime solved, and the thief captured who admits the security equipment supremacy.

The simplest print campaigns are the best. But sometimes, a little technological boost can support the strong message of your campaign.

An illustration is often the key to success. It can build a strong storytelling. Here, a print cover imagined for the Eco-resort plan which emphasizes on the green color – since it’s about sustainable green energy - and illustrates what this idea is all about.

Sometimes, diverting a symbolic objects can support the strong message of an advertisement. This print is a perfect example. To encourage people to share a cigar gift for Christmas, the idea to represent the Christmas tree by stacking cigars.

Sometimes the advertising insert or the medium used for the print communication can be the heart of the concept. You have to know how to take advantage of layout placement to support the message of your product. This is particularly the case for this furniture design, with a die-cut flyer to illustrate their wood craft knowhow and expertise.

To mark the consumer and anchor your message, it is sometimes necessary to subtly illustrate the components of your product. An example relevant here for the Passementerie which reveals a series of visuals which show details of the product.

The best strategy for communicating your product with a print campaign is of course to illustrate, explicitly or implicitly, the benefits of your message. Here, a perfect example for the NGO Sesobel, whose message is “to receive funds with every car refill”. To illustrate this refill, the idea of transforming the car into a postbox where those coupons are dropped.

Sometimes it is necessary to play on the perception which the consumer sees the world to illustrate a strong message. This print illustrates an campaign which aims to advertising a night ship-diving event. The the idea of illustrating its message in a bottle which contains a boat. No need to explain, this image is very powerful visually and speaks for itself.

Simplicity is sometimes the best way to achieve this. Often, the simplest message, both on the composition of the visual and on the color scheme, are the most impactful. A good example is that of this flower shop ad, with the message “tailor-made flowers”.

In photography, the background that looks neglected but actually gives meaning to the message is called "negative space". If you know how to deal with it perfectly, then you can give life to a creation that is interpreted in a different way.

Sometimes it’s just a matter of playing with words and illustrating them explicitly to support the message of a print campaign. An example here for the BBQ catering: the ad highlights the pleasure of taste and food, where the senses dance and the smell takes a human

In life, there are clichés representations that necessarily remain anchored in our minds: humans play with the ball, they put a goal...
A concrete example here with this Anti-smoking ad which shows us a human being put in a goal/grave ... instead of and it catches the eye.

There are things that, in the public imagination, do not go away. A child who eats cigarettes, who is so poor… These scenes shock absolutely everyone, and this is precisely an interesting subject for print campaigns linked to awareness raising. The objective, you understand, play on the emotions, and this example of the Anti-smoking Campaign 2004 in KSA expresses it in the best teasing way: ”do you know what the poor smoker eats?” – based on the study that in certain civilization, the money is not enough to eat AND smoke, but still the smoker chooses his cigarette over his family food.

Taking an object out of the context in which we are used to seeing it will inevitably catch the eye of the consumer. Our brain has certain strongly held representations and moving an object from one element to place it in another can completely disrupt perception. An example here with this diamond and precious stones dealer calendar print, where gems are used in creative areas to show their beauty in a different context.