Ideally on both. Define the product in clear, concise and memorable statements that make a huge and unique splash. Pair that with a graphic, photo or layout that grabs attention, pumps the product off the page, sets the exact mood and is talked about. Perfection.
But perhaps you don’t have the dollars to hire a creative team to brainstorm taglines or a multi-message platform. Perhaps focus groups to test messaging are a fantasy. Maybe hiring a professional photographer to get “just the right picture” is over-the-moon. What’s to be done?