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Let’s say that concept is the particular transformation of an idea into an image. Pretty out-there, we know. To make this notion more concrete, we’ve compiled some brilliant concept-related techniques found in the world of advertising but applicable to design of all sorts.

1. Find unique ways to simplify

Electro-Recycling robot

Take a look at the image above – pretty funny, eh? It clicks right away and yet, the image of a robot relieving itself has nothing to do with the message: “recycle your old electronic appliances.” The ad pulls a clever conceptual move. It takes a complex, hard-to-image idea — recycling electronic waste — and pulls out a smaller, more easy-to-image part of the idea (just electronic waste), then builds on that in a unique way.

Take this to heart: when you’re reading a complex brief by a company with abstract objectives, be on the lookout for smaller, more image-ready ideas. As the robot example shows, going some distance from the obvious while remaining relevant can yield the greatest impact.

2. Use commonly-known images to your advantage but make unique adjustments

Spontex – super absorbent

In the above image, we see a woman with smeared makeup, raising a sponge in an empty train station. Anyone who has watched old movies or TV shows will see a lot more: the sobbing woman is bidding farewell to a loved one whose train just left the station and humorously enough, there is a sponge where her handkerchief should be.

Common and well-known images such as this one are useful because they pack a whole lot of emotion and meaning into something very compact. The work has basically been done for you. With a few unique and relevant adjustments (think of the sponge), one of these already-recognizable images can take on a whole new significance.

 3. Pack maximum meaning into minimum space

Dettol

This image is a bit too complex to work as, say, a logo but the principle it illustrates is an important one: good design can fit a BIG concept into a compact space. In this case, the idea is that you touch a lot of germ-infested things over the course of a day. The ad could have shown a number of images, each of someone touching something. Instead, it makes a brilliant move — it combines all of them into a single shape: a hand.

4. Shocking, not offensive

Deep relief

Shock-value can work wonders for ads; what better way is there to get noticed? The above image is certainly eye-catching. It is even disturbing. Yet — and this is a good thing to keep in mind — it is still elegant. Here it is the concept that is shocking, more than the implementation. Yet another instance of concept being key.

Head over to 2EXPERTSDESIGN for an awesome list of 60 great ads.

Alex Bigman

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