I will never tire of emphasizing the need to remind graphic artists that the goal of a brochure is to clearly and easily communicate the advantages of a product to achieve a sale (or prescription, as was the case with pharmaceutical advertising). The fact is, many artists forget that sales are the priority and get carried away by their artistic impulses, resulting in visually appealing work that fails to clearly showcase the product's benefits. It's common for them to overlay text on background images, making it difficult to read, or to use an overload of colors that overshadow the product itself. This and it will continue to be, an ongoing struggle for the Advertising Manager when dealing with graphic artists.
In this regard, I recall how at many advertising film festivals, the most beautiful ads often win top awards... yet they fail to boost product sales. Conversely, other ads that have made their products market leaders often receive no recognition at these festivals. If advertising exists to sell, or to assist in sales, its objective should not be to win festival awards or earn the praise of artists, but something as prosaic and necessary as: SELLING. Don't forget.
A journey through the history of the pharmaceutical industry and one of its great laboratories that had its origins in Alfred Nobel...
“From Alfred Nobel to AstraZeneca” (Vicente Fisac, Amazon) is available in e-Book and print editions: https://a.co/d/9svRTuI
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