Pretty Ad Often Isn’t a Good Ad

The best looking advertisements often aren't the best advertisements.

Unless of course your purpose is to create a work of art.

I have seen so many printed marketing pieces that are described to me as nice looking, or good looking, or pretty. Today a client told me they liked the piece because it looked good, and then wondered why it didn't bring in many people. I asked them what message it conveyed. This was followed by a long uncomfortable pause. They didn't know.