The Hidden Design Decisions That Made These Ads Unforgettable
- Deena Englard
- 2 days ago
- 3 min read
Most people look at these ads and think that the copy is what makes them so great.
I'd posit that the design is doing a lot of the legwork here too.
The intentionally-chosen fonts, colors, and layout all come together with tremendous restraint to reinforce the message and allow it to shine.
Because, even with the best copywriting, the design still matters.
You can’t create GREAT work without the two of them BOTH being great.
The Economist
Design choices that make this work:
The sophisticated, serif font that also matches the logo
Using a font size just large enough that the first sentence is full-width of the page, giving the punchline impact
A deliberate soft-return so that “Middle Eastern” is on the same line and therefore reads smoothly
Wine Label
Design choices that make this work:
The sophisticated serif font creates contrast between what you assume will be a serious wine label description of fragrances and hints of oakiness, adding to the impact of the bait-and-switch to a humorous message
Fruit Drink
Design choices that make this work:
Using a soft, rounded font that matches the typical design style of a sweet beverage brand
The red coloring that matches the product, making it look as if it will be a typical product ad, and is a common color used in food branding and advertising to induce hunger
The background image is designed to mimic a typical ad, increasing the impact of the humor at the switch in messaging (just like the design above). Humor is most often found when expectations are turned on their heads, so setting up particular expectations was crucial to these two ads.
Diamonds are Forever
Design choices that make this work:
All of their design decisions work together to craft a luxurious look and feel -
An elegant serif font with plenty of negative space around it
Center-aligned text that creates a feeling of balance and calm
Elegant black and white coloring and a background image of black silk
Anti-Smoking
Design choices that make this work:
The font weights visually show what the text is saying
The simplicity of the font chosen helps to focus the reader on the message without distracting you with serifs or flourishes
The final line is set in small text after the final word of the headline so that you read it last, making you punchline really pack a punch
The all-black background creates a feeling of darkness and seriousness to the message
Private Bank
Design choices that make this work:
The sophisticated, serif font - though I’m not sure I would have gone for such a Didone style. I probably would have chosen something more similar to Times New Roman to give that old-style business feel.
The simplicity of just solid black text on a cream background, almost like a memo.
I’m not sure I would have kept those 2 lines in, if you cover them up the design works just as well so they’re not really adding anything.
All of these go to show that design matters. Your choices of fonts, colors, layout, and imagery all work together to create a specific look and feel that reinforces the message your copy is conveying.
Because, let’s face it, if this ad was busier - let’s add in a tagline, some images of past magazine covers, some body copy with social proof, pricing, a website and call to action - it wouldn’t have the same impact.
(I hear you shouting from the bleachers, copywriters!
Yes, marketing-wise it’s usually best to spell out savings and calls to action to make them clear and obvious. Adding social proof usually improves trust and conversions.
But in this case they’re selling more than access to quality news - they’re selling an identity shift. They’re selling a smarter you. So to then bring it back to more mundane things like discounts, spelling out in obvious terms how to subscribe, diminishes the impact of their transformative message telling you that you’re elite and smart enough to figure this out on your own with just the magazine name.)
Sometimes, less is more.
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