Private View: Focusing on the "one key thing"

Phil Scherer
Phil Scherer

No one sets out to create something muddled—we all start determined to focus on the “one key thing,” that essence of advertising. But in healthcare communications it seems that too often the countervailing forces win the day.

These days, hitting the target is ever more critical. Audiences are sophisticated in their ability to decode media, attuned to a sense of authenticity, and aware of design's value. It's the era of superstar product designers like Apple's Jony Ive; who would have thought that teens and boomers alike would be talking about the fine points of an operating system's redesign? The bar has never been higher.

So when we find work that nails its one key thing, and does it with a certain degree of simplicity, elegance, and clarity, we should get inspired to apply these tenets in our work. Let's respect our audience's intelligence by crafting effective, simple creative and designing great user experiences. The ads in the above slideshow are a few examples I've noticed recently.

Phil Scherer is SVP, Associate Creative Director, Art at JUICE Pharma Worldwide 
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