Show the Feeling NOT the Feature

When it comes to marketing design, the best ads are the ones that visually demonstrate the feeling, not the feature. Meaning, don’t try to match your design to the literal script or messaging, but instead, match your design to the emotion or benefit you want the viewer to feel.

For example, if you want the viewer to feel happy, show somebody smiling, if you want them to feel motivated, show somebody determined, if you want them to feel strong, show somebody climbing a mountain.

The most important part of a good ad is the copy, messaging, script, audio, etc. The visuals should simply just support that. Many ads go wrong by being too literal with their visuals.

Let me give you some examples –

If the messaging says, “packs the power of 12 supplement pills into one tablespoon”, don’t literally show pills or tablespoons, show a two happy people riding a powerful motorcycle.

If the messaging says, “instant absorption nasal spray”, don’t show a nasal spray, show somebody breathing in.

If the messaging says, “proprientary carpet cleaning chemicals”, don’t show a bucket of chemicals, show a happy family hanging out on clean carpet.

If the messaging says, “best-in-class teeth whitening procedure”, don’t show somebody getting their teeth cleaned, show somebody with a big smile, white teeth, and loving life.

If the messaging says, “25 years of lawn care experience”, don’t show someone mowing a lawn, show a family enjoying their beautiful yard.

Get the point? Picking visuals that tell a story by demonstrating the benefit, emotion, and feeling your product or service provides is far more effective than literally showing your product, service or feature.

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