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28. Make Them Stop And Stare
Ever heard the phrase “hidden in plain sight”? Consider adopting this phrase into your design by creating an image that required consumers to do a doubletake in order to understand the image.
This example by oral care brand Colgate plays on this ‘hidden in plain sight’ method and uses it to make a strong point. Check out these three images. Did you notice anything different about the people pictured besides their teeth? Like how the woman in the first image has 6 fingers? Or the second image has a mysterious third floating hand? Or the missing ear on the third man?
Colgate use this method to make a solid point about how distracting dirty teeth can be with this ad that really requires a second look to fully understand. So, consider hiding some things in plain sight and inviting your consumers to do a double take to see what they’ve missed.
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