Advertising Design: What is It, Types & Examples
In an age where information can proactively approach consumers with just a few clicks, businesses cannot design advertising images and videos based on intuition alone. Marketers must spend much time researching consumer data and trends to find the best approach for their advertising campaigns and designs.
Do you understand what advertising design is? Why an attractive advertising design will help you find a number of potential customers. If you are learning about advertising design and its role in modern trends, let's analyze it in detail with Mosyne in this article.
What is Advertising Design?
Advertising design is the creation and design of artistic images used to advertise and market a company's products and services.
Advertising Design is a subfield of Graphic Design. While graphic design is a broad term that can include everything from websites and posters to product packaging, advertising design is visual work created solely for advertising purposes.
In the past, advertising designs were usually posters, illustrations, or billboards. However, the scope of this term has expanded over time, especially in the context of the rapidly evolving Advertising and Marketing industry. It can be said that, although they belong to the design industry, Advertising Design has only one purpose: to sell products or services.
Marketers can flexibly use many different forms of advertising to reach users: From digital channels such as social posts, emails, to traditional forms such as posters, magazines. Advertising designs will be used in programs such as introducing new products, discount programs, openings, promotions, etc.
The Importance of Advertising Design in Marketing
Advertising design shapes how a brand communicates with its audience and stands out in a competitive market. A strong advertising design helps:
Effective Support for Media Advertising
Currently, advertising with publications such as flyers, catalogs, brochures always brings impressive results to any business. Advertising design will support a vivid advertising campaign with a clear message. The images and colors appearing in advertising design publications are the "crystallization" of the ideas and messages that the business wants to bring to customers.
Stimulate Customers' Purchasing Needs
An impressive image, combined with the message of the advertising design, will directly impact customers. They are interested in what the purpose of this advertising program is, what kind of promotional program it is, etc., all of which will be fully expressed in the advertising design. The appeal of an advertising design determines the customer's purchasing behavior.
Spreading the Message to Customers
The way to spread the message to a wide range of customers is through specific advertising design publications. Designing products such as banners, posters, flyers, etc., with encouraging and motivating titles with specific numbers will make it easy for customers to understand and decide whether to buy that product or not.
For example, advertising designs with content aimed at year-end discounts, discounts on holidays, Christmas with discounts of 20%, 25%, or discounts up to 70%, buy 1 get 1 free, etc., still have great appeal to customers.
What are the 8 Common Types of Advertising Design?
Here are the common types of advertising design used across various media platforms:
Video and TVC Advertising
Video advertising is a part of advertising design because they are researched and created intentionally, combining visual and auditory elements to convey messages effectively.
Previously, TVCs often only appeared on TV. The development of YouTube and social networking platforms such as Facebook, TikTok, etc. has opened up conditions for these TVCs to reach readers even closer. The effectiveness of video advertising is undeniable. Specifically, brands recorded a 20 to 30% increase in conversion rates when advertising on Facebook using videos instead of still images.
TVC advertising is a big investment because the filming and production process is often much more complicated than traditional images and even graphic designs. Therefore, businesses want to ensure that the money they invest is used wisely. Not only do marketers need a good message, but they also need to find a way to approach and express that message in the most impressive way.
In the TVC ad for Heinz, Ed Sheeran steps into a luxury restaurant, orders a delicious dish, and pours a bottle of Heinz ketchup on his plate in the stunned silence of everyone at the restaurant. For him, this delicious dish is only complete when served with his favorite dipping sauce. Notably, both the famous singer and the ketchup bottle seem "out of place" in this luxurious space.
The video successfully made the audience laugh, showing Heinz's understanding of its common customer group - those who rarely have the opportunity to enjoy a fine dining meal at a fancy European restaurant - Everyone has their own preferences and tastes. There is no need to be shy about enjoying tomato sauce with a luxurious dish.
Display Advertising
Display advertising is a type of advertising that appears everywhere on the Internet, from websites to social networks. It has many formats: Banner, Text, Images, Animation, Video, Sound, etc. In general, this form of advertising brings a high number of impressions but has a poor click-through rate.
In many cases, users do not even pay attention to the business's advertisement because there are too many similar advertisements appearing everywhere. At these times, a prominent and attractive design is the most important factor to help the brand gain the attention of customers.
When designing this type of ad, think about the context in which the ad will be displayed and find a way to make it different to “catch the eye” of users. For example, an animated video or some graphic movement will help the banner ad get more clicks than a static image.
In 2020, Adobe performed a global display advertising campaign to promote its Creative Cloud suite. Adobe ran the campaign across the Google Display Network, YouTube, and premium publisher sites such as Wired and Fast Company. Display ads included engaging HTML5 banners, carousel ads, and animated creatives showing real-time editing and teamwork features.
Advertising on Social Networks
Today, many businesses choose to advertise their products on social networking platforms to reach more potential customers and increase sales. However, Internet users often have the habit of “surfing” the news unconsciously. At this time, impressive design is the key to a successful advertising post that attracts customers' attention.
You must really understand your customers to be able to create a design that attracts their attention. Which social media accounts do they follow? What content will their newsfeed have? How do these relate to the company’s products? These are the questions marketers need to answer so that their ads meet the interests and needs of customers, thereby attracting them in just a few short seconds.
Usually, successful advertising campaigns will have an interesting and beautiful interface, and the brand image appears consistently but flexibly in a variety of content, from images to videos. Marketers can also "catch the trend" to attract customers. Do not be afraid to experiment with many different designs and ways of conveying messages to find the "touchpoint" of customers.
When Rihanna’s Fenty Beauty launched in 2017, it executed one of the most impactful social media advertising campaigns in the beauty industry, primarily driven through Instagram. The campaign’s success hinged on bold visuals, influencer collaboration, and a strong emphasis on inclusivity - 40 foundation shades to cater to a wide range of skin tones.
Paid Instagram ads featured short, eye-catching videos and carousel posts showing real customers and models using the products. Fenty also collaborated with micro- and macro-influencers across multiple regions to extend reach through sponsored posts and Stories. The content was highly shareable and consistent in tone, reinforcing the brand's identity.
Direct Mail
Direct mail is a traditional but always effective form of marketing, especially for businesses with direct sales points or B2B business forms. Direct mail can be an envelope, flyer, bulletin board, brochure, catalog, etc. These publications are often used to:
Inform customers about a discount program for the business's product/service
Update news about a new product launched on the market
As a gift with the main product to further market-related products
These publications will be held directly in the hands of customers, so there are more opportunities to make a deep impression on them, unlike the chaotic information on the Internet. Interactive designs are often appreciated.
However, the production cost for these items is very expensive, and depending on the material or printing level, the final products will not be 100% similar to the computer design. Check the sample print carefully and work with the printing unit to ensure the most accurate color, sharpness.
One standout example of an effective direct mail campaign is IKEA Canada’s “Lamp Recycle” campaign. In an age where most marketing is digital, IKEA chose a more personal, tangible approach - sending a simple but emotionally charged postcard to targeted households.
The front of the mailer featured a high-resolution, dimly lit image of an old lamp sitting alone, accompanied by the message: “It’s time to let go.” On the back, IKEA offered a clear call to action: bring in your old lamp to recycle and receive a discount on a brand-new one.
The campaign was sent to over 25,000 households in key urban areas. As a result, in-store visits increased by 22% during the campaign period, and lamp recycling participation jumped by 40% compared to the previous quarter. The redemption rate for the offer was an impressive 11.6%, far above the industry average of 2–4% for direct mail.
Outdoor Advertising
Billboards, advertising decals on public transport or bus stations, posters on park benches, elevators, etc., are all forms of outdoor advertising. Businesses need to display a beautiful design, enough to make passersby lift their eyes from their phones and pay attention to it. An ideal billboard is one that can encourage people to take a certain action as desired by the advertiser, such as downloading an app, scanning a QR code, visiting a website, receiving a promotional code, etc.
Sometimes, businesses can use this form of interaction to measure the effectiveness of outdoor advertising activities. This is a smart move, as the effectiveness of outdoor advertising is often harder to measure than digital advertising, which allows marketers to closely track clicks, web visits, and product purchases.
Launched in late 2016, Spotify’s “Thanks 2016, It’s Been Weird” campaign used data-driven humor to connect with audiences on a personal and global scale. Spotify leveraged user data to create witty, localized billboard ads in major cities worldwide, such as New York, London, and Paris. The campaign included real user behavior, such as “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?” This clever personalization turned listening habits into relatable stories, generating both laughs and brand engagement.
The campaign was a major success. It reached billions of impressions globally and led to a significant increase in positive brand sentiment. Spotify reported a 20% increase in monthly active users in the quarter following the campaign, growing from 100 million in mid-2016 to 140 million by mid-2017. Social media buzz around the campaign also spiked, with millions of shares, retweets, and user-generated content replicating the campaign’s humorous tone.
Email Marketing
With dozens of promotional emails pouring into users' inboxes every day, businesses need to have an impressive email template to convince customers to buy products.
Pay special attention to the presentation and layout of the email. In the first part, businesses must give customers a reason to scroll down to read the email.
At the same time, it introduces the product briefly and places a reasonable CTA. It is necessary to consider the email format to suit both laptops and phones. In addition, marketers should avoid stuffing too many CTA (Call to Action) sentences to customers in the same email template. Keep your message and design clear and consistent.
Airbnb’s “Live There” campaign encourages users to travel like locals rather than tourists. Airbnb used personalized email content tailored to users' previous searches, booking history, and interests. Each email included curated listings, local experiences, and neighborhood guides designed to match the recipient's preferences and travel behavior.
The campaign’s strength lies in its use of dynamic content and behavioral triggers. For example, if a user searched for trips to Tokyo, they would receive follow-up emails with local stay options, events, and insider tips specific to Tokyo. Airbnb also used A/B testing to optimize subject lines, send times, and layouts, which significantly boosted open and click-through rates.
The results were impressive. According to internal reports, Airbnb saw an increase of over 300% in email-driven bookings within the first six months of the campaign. Their average email open rate during the campaign was 49%, far above the industry average of 21%. Additionally, Airbnb noted a 2.5x higher engagement rate with emails containing localized, experience-driven content compared to more generic emails.
Advertising at Events
To connect with customers, there is no more ideal place than a live event. Businesses can sponsor or organize a separate event for the brand. The most important thing when advertising directly at events is to always control the situation and find ways to attract customers.
Advertising designs at an event often include flyers, signs, banners, photobooths, display booths, branded items such as notebooks, pens, hats, lanyards, key chains, etc. Make sure that all designs are consistent and comply with the brand's rules, from creatively designed signs to meticulously designed flyers and awards.
Businesses can set up photo booths at the event for customers to check in, thereby increasing natural interactions on social networks
There are many ways to advertise at an event. Marketers can refer to methods such as:
Set up a photo booth at the exhibition, encourage attendees to take check-in photos and post them on social networks with the brand's hashtag
Give away souvenirs. Get creative with your brand (Don’t just repeat boring items like pens or business cards!)
Hold a contest, encourage people to enter, and win
Invite important and high-value customers to a friendly dinner
Red Bull’s “Stratos” campaign featured Austrian skydiver Felix Baumgartner free-falling from the edge of space - approximately 128,000 feet above Earth. Red Bull branded the entire mission, from the capsule to the flight suit, and live-streamed the event to a global audience.
The campaign merged advertising with a live, historic event. Red Bull positions itself as not just an energy drink but a brand associated with extreme sports, adventure, and pushing limits. The broadcast reached over 8 million live viewers on YouTube, setting a record for the most concurrent views at the time. Within just a few days, the video of the jump had over 50 million views.
The results were staggering. Red Bull reported a 13% increase in U.S. sales in the six months following the jump. Globally, the brand’s awareness and visibility skyrocketed, with media coverage valued at an estimated $6 million in equivalent advertising value. Importantly, Red Bull’s YouTube channel gained hundreds of thousands of new subscribers, reinforcing long-term digital engagement.
Magazine Advertising
Newspapers and magazines are extremely effective channels to reach your brand’s exact target audience. Do your research, make sure your customers actually read the magazine, and make sure your ad fits the theme of the magazine. Of course, no one would advertise the latest lipstick line in a sports magazine!
Similar to direct mail pieces, businesses can also create creative, interactive ads to impress readers.
In 2019, Chanel launched a high-impact magazine advertising campaign in Vogue, aimed at promoting its iconic No. 5 fragrance. The campaign featured visually stunning full-page and double-page spreads shot by renowned photographer Steven Meisel, showcasing actress Marion Cotillard in an ethereal Parisian setting.
Chanel strategically chose Vogue's September issue - the most widely circulated and influential edition of the year. That issue reached over 1.2 million print subscribers and had a total audience of 11.5 million, including digital reach.
How to Design a Good Advertising Design?
Visual images and videos are an important part of advertising content. Business designs should follow these basic rules:
Storytelling: A story is only as good as the way it is told. Make sure that the brand story is conveyed clearly and visually to the audience.
Always have a CTA: Unless the goal of the campaign is to increase brand awareness, a call to action is always a necessary step to guide customers on what to do next.
Simplify: Overly complex ads will confuse the audience.
Keep the content short and memorable: For ads that are heavily visual in design, focus more on the design. The text should be short and complementary instead of long and repeating the illustrated message.
Take advantage of events and holidays: During major holidays like Christmas and Valentine's Day, consumers are more willing to spend money and buy gifts than usual. So holiday advertising should always be a top priority.
Advertising is a way for businesses to extend their brand. Thousands, even millions of people will see your brand's ads, so make sure that your ads are designed with precision, attention to detail, and convey your brand message. Remember that text tells the story, but great design brings that story to life.
Great ads focus on great design. When marketers are designing their next ad campaign, remember to create a memorable product, stay true to your brand and values, have a clear message, and set campaign goals and KPIs.
Conclusion
Advertising design can capture attention, communicate brand value, and drive customer action. As competition intensifies, investing in strong advertising design is no longer optional - it's essential for standing out and succeeding in any market.