Top 8 Trends in Advertising Design

1. Emotional appeal. Use emotions rather than tactics to rein in consumers. Consumers are so used to seeing advertising everywhere they look that they are becoming ad critics. Instead of a corny punch line or time sensitive material in which consumers must react now, more ad companies are playing on consumer emotions. Companies want to leave consumers with a good feeling after seeing an ad. Companies need to connect with consumers on an emotional level so that instead of getting that one-time sale, consumers will develop a relationship with companies. Using photos that feature people, instead of products, is key. Using people that show emotion on their faces and in their body language is even more important.

2. Soft colors and organic shapes. These elements are reassuring. Curves, arcs and circles are much more comforting than straight lines, which seem stiff and unrelenting. In uncertain economic times customers want to feel like they can trust a company. Using soft pastels and curvy graphics produces feelings of trust and likeability. Look at Weight Watchers for a good example of organic shapes.

3. Images that people can relate to. No longer will high-priced, wish-I-could-afford-it imagery work in ads. Customers want to see people like them using products that they can afford in houses and cars that they actually have the ability to buy. The days of wishing are gone as people focus on the here and now.

4. Sans serif fonts. Many designers are shying away from serif fonts to look more modern. Modern-looking sans serif fonts also look simpler, which reflects people's wish for a simpler time.

5. Humongous typography. As a carryover from Web design, huge font sizes are here to stay for 2009. Designers are paying closer attention to the types of typefaces they can use and manipulate, and that seems to mean making the sizes bigger to draw in more detail.

6. Introduction blocks. Magazine ads in particular are adding more intro blocks of text at the top and left corner of the page. Also the typography of these blocks are getting to be quite fancy. The block of text is a design element, not just a content, textual element.

7. Handwriting. This goes along with #2. People are more comforted by seeing handwriting than computer typography. But instead of using handwriting as the main font, it's often a secondary font, used to highlight photos or graphics.

8. Eco-friendly materials. Using recycled paper, vegetable-based inks and anything else "green" will be touted in advertising design. Using the color green, as well as earthy browns, yellows and oranges will also be popular this year. Creating design that looks recycled even when it isn't will also be a trend.