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Design+ Evolution of advertising design

need to regain consumer trust due to controversial tactics between the advertising campaign and the brand’s basic
such as hype disclosure or depicting unrealistic slimming values and identity. Consumers today have become much
7,8
body images. By comparison, this review explains how more innovative and well aware of the marketing messages
5,6
creativity and ethical considerations can be applied to that highlight style rather than substance, leading to the
produce appealing advertisements for contemporary perception that such campaigns are shallow, unreal, and
consumers. can easily be doubted by the public. Such disconnection
9,10
The increase in social media and the rise of influencers can reduce the advertising operation’s performance and
as the new media for advertisements highlight the need for affect the target consumers.
more insights into a theoretical framework of marketing Good campaign advertisements must have a synergetic
and design from a theoretical angle. Consequently, this artistic appeal and persuasive yet truthful narrative that
review aims to systematically integrate the previous corresponds with the brand’s essence and stays in tune
research on how these new-fashioned delivery channels with the target audience’s expectations. Brands attract
affect advertising tactics, consumer engagement, and attention, and the chances of developing trust and credible,
design factors. Figured in the form of a theoretical overview long-lasting relationships with consumers are bound to
and selected theories or concepts, an introductory increase when designers combine esthetic design elements
paragraph will introduce a topical framework connecting and factual, transparent, and convincing messages. 11,12 Ad
the subsequent sections of the discussion (sections 2 – 6). campaigns that favor transparency and authenticity can
Section 2 provides more insights into how design elements set brands apart and lead to sustained patronage among
grab the consumer’s attention and influence the perception customers who value their values about the brands they
of the brand, speaking from a theory of perception patronize. 13,14 A joint effort of attractiveness to the viewers
of visual image and persuasion. There is literature on and substantive content is the key to developing campaigns
electronic word of mouth, user-generated content, and that hold viewers’ attention and touch them.
social influence, which shall be used in section 3 on social However, Rust mentioned that although creativity
media and its influence on advertising. Overall, section 4 and visual appeal are important, focusing on them
will discuss the trends in design and how they perform might harm information transparency, credibility, and
for the clients based on principles such as psychology and meaningfulness. These three elements are useful to make a
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behavioral economy. Section 5 will examine the efficiency successful advertising campaign. As per the research studies
of influencer marketing with the help of the results of the conducted by Gesmundo et al., brands need to walk a thin
source credibility and parasocial relationship theories and line between captivating visuals and reliable messages that
the influence of disclosures. Finally, section 6 will discuss divulge their true personality in the age when consumers
the ethical implications of a study regarding privacy, body are getting increasingly skeptical about the tried and
image, and ethical marketing suggestions derived from the tested advertising techniques and appreciate authenticity.
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literature. Adapting the advertising design to modern marketing
Innovative advertising design that utilizes visually instruments, such as social media or influencer marketing,
captivating features may be instrumental in engaging is the new difficulty marketing must cope with. As these
today’s consumers. However, the overreliance (or platforms could simultaneously provide an opportunity
emphasis) on creative features rather than transparent, for crafted, personalized, and immersive advertising,
credible, and substantive communication could erode some issues are related to transparency, privacy, and the
consumer trust and, in turn, undermine the effectiveness potential exploitation of consumer trust. 16,17 Brands must
of campaigns. Pryshchenko observed that consumers are ensure that they are dealing with these challenges carefully
deluged with excessive marketing messages from offline by mandating ethical practices, making the disclosure
and digital channels, and brands struggle to reach and clear, and demonstrating a thorough understanding of the
engage with them in contemporary societies. The catchy consumers’ choices and tastes. Visually appealing designs
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slogans and the packaging might be relatable to the are the key to holding the attention of consumers, but they
audience. Advertising designs that incorporate elements must be complemented with factual and credible messaging
of bold typography, dazzling colors, and captivating that resonates with the target population and reinforces the
images are the keys to cutting the clutter and holding the brand’s character and culture.
attention of modern consumers. Nevertheless, Rust as
well as Davenport et al. acknowledge that the purpose of 2. Historical evolution of advertising design
esthetics excessiveness employed by the campaign, without The evolution of advertising design was catalyzed by
messages rich in content and authentic, is to generate a gap technological improvements and the shaping of customer

Volume 1 Issue 1 (2024) 2 doi: 10.36922/dp.3682