Five Tactics for Developing Creative That Works

Takeaway tip: For your icons to maintain effective selling power, minimize the number of different icons included per page spread. If an entire page contains new products, don’t use the “new” icon with every single item. You’ll dilute the prominence of that icon.

When your creative team develops multiple icons, it should ensure each is different yet aligned with the brand. You don’t want to use one yellow burst and only change the word on the inside to say “sale” or “new” because the graphic element is what the customer immediately notices. The yellow burst, in this example, always must represent a single purpose, as should each icon.