While not all of the posters will be put strictly outside (technically they are inside, being displayed in windows) the same principles apply. Your ad will be seen while most people pass by, and so will only have a short amount of time to look over the entire thing. Not just your ad, but the whole poster! While our first instinct is to cram as much information about our businesses into your ad-space as possible, all that will do is cause someone in a hurry to skip right over it. No one wants to stop and read a wall of text in a 3"x2" space when they are running late for work. In fact, I can think of very few people who want to stop and read a wall of text in an advertisement at all.
Take a look at the advertisements that get your attention, and I mean really look at them. What colors do they use? What kind of images are in them? What fonts do they use, and how many words? Does the ad feel full and cramped, or is there room for your eye to move? (for some excellent examples of outdoor advertising, check out the Outdoor Advertising Association of America's website.)
So, what did you see? Strong, emotionally-charged colors. Bold type appropriate for the target audience. But most importantly, there is very little to read, isn't there? What is there can be taken in at a glance. Unless a person is sitting down to research a product or service, there is very little chance that they will dedicate their time to reading about the twenty different reasons your company is better than the other guys. In order to get them to the point where they pick up the phone to call you or open their web browser to check out your site, you have to get their attention.
Well, then, how do you make your ad stand out? How do you convince a customer that they need your business in their life?
Easy. Make an impression! Let's break down the four most important points into a list--because we do so love lists around here.
1) Think about your target audience. Who are you trying to reach with your ad? An advertisement geared towards teenagers will be vastly different than an ad geared towards senior citizens. Don't be afraid to put yourself in your customer's shoes and ask yourself what you would want if you were them. Advertising bouncy houses? Use bright colors and fun images. The same theme wouldn't apply well to an insurance agency.
2) Make it look professional. I know this seems like a no-brainer, but you would be surprised how many things take away from the overall integrity of an ad. Simple things like small typos (confusing your and you're is the most common error we come across) or having a logo that isn't at a high resolution can really kill your image. Always have someone else double-check your work for you, and always run your text through a spellchecker.
3) Keep text to a minimum. We're beating a dead horse at this point, but I really cannot stress this enough. Resist the urge to put a lot of text in your advertisement, no matter how fancy and cool it looks. The simpler and more concise your ad is, the better.
4) Draw the eye in a circle. This is a sneaky design secret. Making a pattern that will draw the eye in a circle causes a viewer to want to review your ad more than once, making it more likely that they will retain your information. Take a look at this advertisement for Bank Forum.
See how easy it is to look at this ad more than once? You easily get drawn in to the advertisement. Look at all the blank space, how little text there is. This ad is a great example of using space to both make a point and impress information on the viewer. Ads don't need to be complicated to get your message across effectively.
Remember, if you are designing your ad yourself or working with a professional, keeping things simple is the best way to get your point across. Less is more. If you need some help, don't hesitate to ask us!
Happy art-ing!
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