Look
Print’s Series – 101 Marketing Ideas for
Advertising with
‘BIG’
prints!
Look
Print is pleased to bring you regular interesting facts and
examples
to make your marketing even more successful. Let us show you
the
world of large format advertising and its amazing
possibilities.
Today’s issue is focused on…
Increasing your Outdoor Advertising
Success
(part 1)
Concept
and clarity is key!
Designing
outdoor advertising is visual storytelling. The expression
of an
idea can surprise viewers with words or excite them with
pictures.
Through the use of humour or drama, outdoor designs
influence
customer decisions and sell products. However, designing for
the
outdoor medium is a challenging communication task that
requires the
expression of a concept with clarity and austere focus. When
outdoor
advertising is well designed, it will entertain and intrigue
consumers with arresting impact.
Humor
is often the right choice!
Humour
is a powerful design choice for outdoor executions. Both
humorous
and intriguing designs require less media weight to build
awareness
than mundane executions. The element of surprise can grab a
viewer's
attention. Sometimes a serious approach to outdoor
design is
appropriate and the results can be very good as well.
What's
going on in the viewers head?
The
environment where outdoor advertising appears is
considerably
different from that of other media, since there is usually
no
programming or editorial associated with the medium. It is
pure
advertising. That's why innovative, aesthetic or humorous
outdoor
design executions are usually more memorable than literal
advertising. People are intelligent, and good outdoor
designs
involve viewers by stimulating their imagination to solicit
a
response. A viewer interprets the impact of a message on
three
different levels: rational, emotional and cultural.
Less
is more - use a single idea!
The
outdoor viewing audience is mostly mobile. People travel
swiftly in
vehicles or walk at brisk pace while they perform the
activities of daily life. Mobility limits the potential
viewing time
of an outdoor message to only a few seconds. Because of
limited
exposure time, outdoor designs require a disciplined and
succinct
creative approach. However, high frequency is a fundamental
strength
of the medium and repeated exposures will ensure that a
message is
absorbed and retained over time. Less is more, much more
when using
outdoor advertising to communicate a message. The most
effective
designs focus on a single idea. An advertiser should
consider the
most important product benefit to communicate and express
that
message to consumers. Outdoor advertising should be a quick
burst of
essential information. Additional messages dilute the
essence of the
primary benefit and reduce the impact of the advertising. It
is
equally important to limit design elements. Too many
elements may
confuse a viewer or make them work too hard to understand
the
meaning of the message.
Be
inspired - Good outdoor advertising is a pleasure to
watch!
Did the above article
make you
curious about outdoor advertising?
Call NOW on
02
9568 6855 or email to sales@look.com.au
and ask for
one of our
friendly
Account Managers. Mention this newsletter
and take
advantage of this
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readers...
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