The methods used to create a composition that’s appealing include adding contrast, evoking repetition, building alignment, and being mindful of the proximity between objects. That brings us to the meat of this discussion – why is composition so important in advertising?

For the engineers who brought us television half a century ago, nothing was more exciting than the phrase, “presented in technicolor.“ You might assume the same is true today – that more color is better, especially since we’re watching everything in 4K. However, an increase in the accessibility of advanced technology means artificially produced color isn’t novel anymore.

As producers of corporate communications, it would be easy to think a good concept will solve all your problems, but execution matters as well. Central to high quality implementation is the art of copywriting.

What’s the difference between a road sign and a good billboard? The answer is a concept. But this doesn’t stop thousands of brands from slapping some graphics together and calling it an ad.