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29. Let The Image Speak
As effective as a good piece of copywriting can be, if you have a strong visual, there’s often no need to accompany it with type.
Have a look at this ad for Lenor fabric softener. A simple, strong, and clever visual occasionally means that there is no real need for copy. This piece’s composition simply allows for the viewer to first look at the focal point—the bear transforming into a teddy—and then down toward the product image, allowing that to speak for itself.
In many ways, this point relates to the idea of minimalism. When planning your ad, ask yourself, do I need this element or can I remove it without harming the effectiveness of the message? If the answer is yes, then take it away. Subtract until it breaks and you’ll be left with an equally as strong, but radically less cluttered design.
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