Some deductions are smaller, but they still contribute to a better reading experience. Deduct 2 points if your image is presented in an unusual shape that distracts from the message rather than enhancing it. Deduct another 2 points if your headline uses multiple fonts, and another 2 points if you ' ve introduced too many font sizes throughout the design. Consistency almost always feels more professional.
Take away 2 points if your lines of text are too wide to read comfortably. Readers naturally find shorter line lengths easier to scan, particularly on mobile devices. Another 2 points should be deducted if long blocks of copy aren ' t broken up with subheadings. Good writing isn ' t only about what you say it ' s also about making it effortless to read.
Finally, the smallest deductions. Remove 1 point if your opening paragraph is too long. Your first sentence should capture attention immediately before asking readers to invest more time. Deduct the final 1 point if your paragraphs are fully justified, creating awkward spacing that makes reading less comfortable than simple left-aligned text.
Beyond the scorecard itself, there are three actions that automatically fail an advertisement regardless of its score. If an advert is intentionally offensive or likely to be considered indecent by a significant portion of its audience, it fails. If it makes claims that are obviously dishonest or promises results the product cannot deliver, it fails. And if it is clearly an imitation of another brand ' s campaign rather than an original idea, it fails.
No checklist can replace creativity, and no score guarantees commercial success.
But frameworks like this give marketers something we often lack during creative reviews: an objective starting point. Instead of asking, " Do I like this advert?" We begin asking better questions. Is it clear? Is it readable? Does it tell a story? Does every design decision help sell the product?
So, before your next campaign goes live, start with 100 points. Work through each principle honestly and deduct the appropriate score whenever your advertisement falls short. You may not end up with a perfect 100 and that ' s okay. The goal isn ' t perfection. The goal is creating advertising that communicates clearly, earns trust and stands the test of time.
This scorecard is adapted from principles popularized by David Ogilvy, one of advertising ' s most influential pioneers. The explanations and modern interpretations presented here are my own, written to help today ' s marketers apply these timeless ideas across digital, social and print media.
Vera Phoebe is a 360 marketer and the creative force behind VP Creations, working at the intersection of strategy, content, and production: You can commune with her via mail at: Veraphoebecreations @ gmail. com.
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