Design creates an emotive response. It speaks in the 'current' visual fashion language of the day. Design, like fashion, moves on, and all brands need to 'keep up' or they may lose contact with their consumers.

For us design is not about 'wow, look at how awesome', but 'wow, let me buy it!'

At Imagine Advertising we use photography to do much of our design. Overt design simply attracts too much attention to itself and not the product. The product is always the hero, and we feel design should do everything it can to put the product on a pedestal. A lot of design these days create awesome pedestals but show little of the product or more importantly, highlights the product benefit.

Design's purpose is to sell. It is not art. It is about telling the visual story of the product benefit, in the language of the day. Nothing more. Nothing less.