Tuesday January 6, 2015
Effective outdoor advertising is both an art form and a science. If you want to create an effective ad, there is a lot more to the process than putting up a sign, slapping some words and pictures on it, and calling it a day. You have mere seconds to grab the audience’s attention and get your point across before the opportunity is lost. Far too often people create ads that are cluttered, unreadable, or otherwise ineffective. By doing this, you’ve wasted time and money and have no results to show for it. There are a few things to keep in mind when creating an effective outdoor advertisement.
One of the first problems that people run into when trying to design a billboard is that they try to flood it with information. You have to keep in mind that your audience is driving by in a car. They don’t have the time to stop and read a novel’s worth of text crammed onto a billboard. More importantly, a billboard crammed full of text is boring. People will lose interest after a few lines of text. As we’ve all heard time and time again, keep it simple. Your business name, an interesting visual and a simple call to action are really all you need.
Another issue that often comes up is visibility. While a thin, delicate font might look pretty, it’s not necessarily a great choice to put on a billboard. Again, keep in mind that your audience is driving by in a car. Thin and delicate lettering doesn’t read well when you’re traveling by at speeds faster than 60km/hr. Something else to keep in mind is colour. A light font on a light background is hard to read, and the same goes for a dark font on a dark background.
Knowing your target audience is incredibly important. This will tell you where you advertise, how you advertise and even what you include on your advertisement. A generic advertisement may cast a wide net, but it doesn’t necessarily mean you’re going to get quality leads. Think about the type of people you’re looking to attract to your business. What is appealing to them? How are you going to reach out to them specifically?
Finally, keep true to yourself and your brand. Don’t be afraid to be creative and come up with something new and interesting. Experiment with different slogans and images and find something that works for you.