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Design+ Evolution of advertising design

needs; however, researchers often present controversies the researchers express their views that the power of social
regarding the nature of these influences. While some proof and the behavior of peers in generating consumer
promising scholars advocate for interactive, socially loyalty and trust should be credited, other researchers
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media-based, human-centered design approaches, express their concerns that these influencer endorsements
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others raise the alarm about over-reliance on data-driven lack authenticity and credibility especially when disclosure
targeting, which may subdue authentic storytelling. In is unclear or unrelated. World-class advertising design is
this case, digital analytics also offer insight into consumer supported by several factors that contribute to its success.
behavior, permitting individualized advertisement These factors include capturing the audience’s attention and
design. 19,20 However, some scholars have warned against conveying brand messaging. Cian et al. noted that when
excessive personalization because it might appear intrusive using colors that stand out, combining them with visually
and erode customer confidence. The digital advent attractive designs and graphical elements creates a pleasing
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and social media have altered the advertising landscape, design that tells an appealing story to the consumers.
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inducing new motions that are direct, participatory, and Clarity and truthfulness of the message should also be
personalized. Dash and Piyushkant underline that these concise, resonate with the target audience, and align with
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channels provide brands with unparalleled opportunities the brand values and identity.
to interact with consumers instantaneously so that, with
the right timing, they deliver target-type ads tailored to Branding consistency must be ensured on many
individual preferences and behaviors. On the other hand, different advertising channels or platforms as it paves
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some critics think data-driven targeting should not be the way for identification and devotion. These divergent
placed on a pedestal because brands may tend to create an or inconsistent messages, coupled with deviations away
artificial narrative that sells out their overall story. from brand identities, will confuse the consumers and
also disintegrate consumer trust. The main advantage
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Digital intelligence tools are helping to reveal incredible of influencer marketing and social media advertising for
insights into consumer behavior, which, in turn, lets companies is that these two tools provide ways to use
marketers design ads considering their specific target the power of word of mouth and create more authentic
audience. Employment of these tools must not come at relationships with consumers. Nonetheless, the approaches
the expense of consumer privacy without following the require transparency, credibility, and an understanding of
ethics of data practices. According to Shareef et al., one potentially misleading practices. Transparent disclosures,
can say that the misuse of personalization strategies, such ethical guidelines, and a genuine intention to be genuine
as intense tracking and remarketing, can be perceived about it are the key elements in preserving a trustworthy
by customers as intrusive and may result in them losing relationship and avoiding backlash from consumers who
trust in the advertisements being shared with them. consider such marketing tactics underhanded. Original
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The fast pace of technology development and the shift advertising design must contain visually pleasant elements,
in consumer tastes create challenges for brands to keep clear and honest messages, brand consistency, and the
their unchanging and specific brand identity in the line
of various media communications. As tastes for design responsible use of influencer marketing and social media
and consumer expectations are becoming more dynamic, strategies, all of which should be backed by moral values
brands need to maneuver adapting to the changes while and consumer confidence.
at the same time maintaining the elements that made Cian et al. suggest that visual appeal is a primary
them their brand identity and the factors that make them factor influencing the impression toward the product in
unique from rival competitors. 25,26 Brands need an ongoing the consumers’ minds. This is achieved by the clever
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assessment and updating process, achieved by considering use of color, typography, and imagery, which collectively
and compromising between innovation and consistency, showcase the brand’s personality. The message conveyed
personalization, and privacy, as well as data-driven through concise and compelling copy can accentuate
information and genuine narratives. the brand’s value proposition and unique selling points
effectively before the target audience. In addition, branded
3. Elements of effective advertising design consistency, achieved through the consistent use of design

A consensus exists among scholars that visual allure, elements at various marketing channels, strengthens brand
message clarity, and brand consistency are vital identity and builds consumer familiarization and trust.
determinants of effective advertising design. Nevertheless, While they help create a design essential for a successful
the views differ when the concern is how brand awareness ad, academic experts disagree on how well influencer
and pro-activity can be reinforced through influencer marketing and social advertisement improve consumers’
marketing and social media advertising. 27,28 While a few of brand awareness and engagement. Weismueller et al.
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Volume 1 Issue 1 (2024) 3 doi: 10.36922/dp.3682