In Facebook ads, the rule of thumb is for marketers to focus on the image. It’s not about copy and design working together. The image is the most important thing. In fact, it would be like pulling teeth to get FB marketers today to imagine even testing an ad that didn’t lead with a big ol’ image.
Compare that to print ads. A print ad does not always require an image. The message drives the ad. If an image isn’t necessary to express that message, then there is no image: