We as designers are not being hired to just create a pretty design! Designers are hired to create visuals that effectively deliver a message to a target audience and in doing that making it stunning, artistic and engaging! That is what separates the good from the great!
Identifying your audience is critical! Ask your client…what are the likes and dislikes of their key customers? Look at current advertising the target audience watches and reads. What colors, fashion and trends are hot with that group at this moment? Once your audience has been distinguished, you need to set the goal of your marketing piece. Remember your audience’s time is valuable and they don’t have much to spare! The more goals you add to a piece, the less likely your reader is going to pay attention to ANY of them! If a client has more then one goal for a particular piece encourage them to do a series of ads or brochures instead!
After the audience and goal have been defined, it’s time to deliver your message! The message is delivered both visually and through content! Look for key selling points – keep it simple! The term “Means” is how you are saying it. Consider who your audience is and whom you are speaking directly too. What is the education and income level of this audience? What are their likes and dislikes? What are their hobbies and entertainment? When message and means come together you have peak selling content!
When you combine all of these with your design skills you can be sure you are falling into the Great designer category! 
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