In the first place, make sure that you think visually. For example, say that you have to portray a happy person. A person who is simply saying “I am happy” while standing there with a bored expression on their face is fairly laughable to the point of pity, so think about what modifiers you can use to get the point across.
For instance, what does a person who is happy look like, and how do they dress? How can you make sure that the audience identifies with your character or representative and how can you make sure that he or she gets the point across? There are many ways to get certain ideas across, through things like clothing, demeanor and environment and if you are into designing these situations, you will soon find that you are going to have lots of paths that you might want to take.
Remember that you need to consider how the audience is going to identify with your work. One important thing that any design work needs to do is to draw the person in. The ad needs to pull them into a place where they identify with what is going on and it can do a great deal when you are able to make sure that the people who are viewing the ad are invested in what you have to say and why you are saying it, you will find that you are halfway home.
Take a moment to consider how identification works; for instance, the fewer identifying characteristics that someone has, the more likely it is that the people who are watching will identify with them. This simple idea can take you quite a long way.
Remember that a good designer is someone who gets feedback. The truth is that no matter how well educated or how worldly you are, there is a good chance that there are references out there that you miss. For instance, you may not be aware of a design that you have created is one that already exists and that already has a lot of meaning to other people. In some cases, the mix up will be amusing, and in other cases, it might be downright offensive. If you show other people your work and get more input on it, you may find that you are in great place to move forward without risking this problem.