In ads, the Topcon logo should always be visible. Since our audience may only see our ad for a split second, it is important to always have our brand be immediately and clearly visible.
Since all campaigns should have a call-to-action (CTA), it’s important that all actions be represented by a consistent visual cue. Our CTA button should be used near the headline to associate the content with the CTA.
All advertisements start with a great idea and great copy. Messaging should not be overly technical or focus too much on product features, but more so on the result or benefit that the customer can expect. Our brand personability, voice, and tone should all be followed when creating campaign messaging. See here for more information on brand tone and voice.
In addition to great messaging, a compelling image will help draw the eye of our audience. Advertisements need to be simple and to the point. Don’t try to say or show too much. Choose a single image to reinforce the messaging. When choosing an image, pick one that will contrast well with typography and a CTA button overlaid on top of it.