by Ninart Lui

It’s really fallacious to believe that the concept of design in advertising is relatively modern, even though its introduction into advertising award campaigns can be considered a fairly recent development. The celebration of good design has always been an elemental part of advertising, surfacing its all-encompassing head in categories ranging from traditional print, billboard, and poster, to the increasingly burgeoning interactive, integrated, online and innovative media categories.

While incorporating a design category may well serve to legitimize the entire industry’s importance in advertising, it is also interesting to note the type of entries commonly received to be judged under the umbrella of design – the usual suspects in poster and print overlap with more traditional categories, of course, but there is also a noted emphasis on package and environmental design, logo, and corporate identity, as well as agencies submitting self-promotional work instead of work done for clients.

Through these findings, we are in a manner able to witness how the role of design in advertising has graduated from the purely aesthetic, to become a crucial differentiator in reaching out and communicating to consumers in the language which defines brands as the powerful messengers that they are today.

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NINART LUI
Editor
TAXI Design Network

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