As consumers, most of us can tell the difference between an ad for a high-end product and an ad for something cheap—even if you covered the logos.  Ads are loaded with price-point cues even when there’s no price to be found.

More importantly, a consumer will make a quality inference about what you’re selling based on how your marketing piece is designed.

Even though most consumers can’t articulate why a piece looks high-end or not, we all seem to know good photography from bad. And expertly-handled typography from something that looks like it was typeset in Microsoft Word.

When you’re speaking to an affluent audience, how do you craft your message and design to connect with them? There’s not just one right answer. Sorry. There is, however, a list of pitfalls that can keep your brand down.

Don’t look cheap.

Lots of bright primary colors tend to look like plastic—like kids’ toys or the décor of a fast food restaurant. Too many colors can look junky and unfocused. Cramming every available space full of images and copy doesn’t maximize your media buy; it minimizes everything you’re trying to say. And it makes you look cheap instead of premium. The same goes for buying too small an ad. Cheap. Cheap. Cheap.

Don’t sell too hard.

What’s worse than looking cheap? Looking desperate. It’s the ad equivalent to walking in the front door of a furniture store and five sales sharks are now headed toward you—trying to look casual. It’s entirely possible to make your persuasive sales points without giant logos, screaming type, and exclamation points. Those things will just work against you the same way an overly aggressive salesperson will.

Don’t be for everyone.

Exclusivity and scarcity. These hallmarks of affluent brands should carry over into your communication strategy. The best way to accomplish this is to know your target audience. Really well. Then your ad or website will be equipped to pull that affluent person aside and whisper, “Hey, I didn’t want to tell everyone about this, but I know you’ll appreciate it…”

Which brands do this well? You tell me. Here are a few traditionally affluent brands I’ve found, but I’ll bet the best examples are still out there, trying to keep the likes of me off their mailing lists.

People spend their entire lives designing and discussing fonts. Art Directors search through hundreds, sometimes thousands of fonts to find the one that gives off just the right vibe. Sure, we’ve all used Helvetica. And most of us probably understand bold, italics and maybe even serif versus sans serif fonts. But why do so many marketers look at fonts as an after thought? Or use the let’s pick one font and stick to it theory, never to be thought about again. Sure there is the argument for brand consistency, and that’s important. But what if sometimes, the font actually became the hero instead of a logo or beauty shot of a product? What if instead of being the subtle hint of what the brand is trying to say, it morphed into the message? That’s what these ads from Ireland have done. They didn’t use flat type and just add interesting transitions to make it more engaging. They let the type actually tell the story. Morphing it into objects and allowing it to give a sense of what was being discussed. If the marketer had just chosen one corporate font and stuck with it, these ads could never have existed. Maybe it’s time to revisit the old standbys of brands, the brand standards.