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10. Show, Don’t Tell
In many creative schools of thought, there’s a general rule of ‘show, don’t tell’, which dictates that you should never explain something when you can show it, and there is no exception to this rule when it comes to advertising.
This ad by Curtis Tea has opted to show rather than tell by visualising the senses of smell and taste. They could have simply put some copy on the page that said “This tea tastes very strongly of orange and chocolate”, but instead they have shown how it tastes by rendering an orange into the shape of a teapot.
If you’re designing your own ad, keep in mind that there is probably a myriad of other brands that are advertising a very similar product to you, and making similar promises, so take the chance to show off the features and ideas that surround your product rather than telling people about them, in order to create a much stronger and lasting effect.
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