The true concept

(Excerpt from Stanley’s book: The Client’s Bible)
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The strongest creative is the True Concept. The True Concept consists of a visual and headline that work together to create meaning in the viewer’s mind. A decorated headline is not a True Concept and is not as powerful.

What is a true concept?

  • Total integration of headline and visual
  • Presents a single, cohesive message
  • Neither headline nor visual tells the whole story—both are needed
  • The meaning is created in the mind of the reader/viewer by combining the headline and visual

Example of a true concept

2 thoughts on “The true concept”

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