Design creates an emotive response. It speaks in the 'current'
visual fashion language of the day. Design, like fashion, moves on, and
all brands need to 'keep up' or they may lose contact with
For us design is not about 'wow, look at how awesome', but 'wow, let me buy it!'
At Imagine Advertising we use photography to do much of our design.
Overt design simply attracts too much attention to itself and not the
product. The product is always the hero, and we feel
design should do everything it can to put the product on a pedestal.
A lot of design these days create awesome pedestals but show little of
the product or more importantly, highlights the product
Design's purpose is to sell. It is not art. It is about telling the
visual story of the product benefit, in the language of the day. Nothing
more. Nothing less.