The visual/copy must enhance the message to create a smile in the mind. The visual/copy must integrate well with the message for there to be impact. ![]() Visual impact here refers to the overall effect of the layout and or the artwork (visual or copy) in the layout. The message must have a sense of personality that relates to, or reflects the target audience. The message must be unique in order to stand out from the rest of the competitors. ![]() The message has to be truthful and not gimmicky. ![]() The message needs to be creative, clear and concise.
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