1) Be recognisable – those familiar with the brand should be able to spot it easily.
2) It should be emotionally irresistible by the appeal of the main image – does your image generate an emotional response?
3) Magnetic and curiosity arousing – to pull the reader in.
4) Intellectually stimulating – promising benefits.
5) Efficient and easy to scan – introducing your service and making it clear.
6) Logical – makes sense as an investment.