Advertisers who know what they’re doing don’t lie. They find the truth and tell it in a dramatic way.

Mark Pollard, creative strategist

Let the audience fill in some blanks…

“When baiting a trap with cheese, always remember to leave room for the mouse” Howard Gossage, advertising icon

What he meant was, don’t just tell the audience what you want them to think. Leave some blanks for the audience to fill in themselves, so they reach the destination on their own. A conclusion or idea formed by the customer in their own mind is likelier to stay there.

Big picture versus fine detail

We often see the big picture in visual communications, before we narrow in on the fine detail.

(via a tweet by creative agency Gasp, and from a book by Orlando Wood at System 1)