The difference between captivating design and your average ad is that one embodies an idea that people can understand and learn from. Great design delivers a message that grows in you, a message that engages you emotionally. The key to a powerful ad is to create not just a message but rather tell a story that resonates with people.

Great ads are about ideas, not about a bunch of graphics on a page. The process to develop those emotional ideas is the real genius behind every ad. When the ad hits the stand, customers don’t really care about your process. If the experience is wrong for those looking at your ad, none of those fancy graphics and ideas matter.