- STREET FURNITURE
- JCDECAUX INNOVATE
“My guide to a poster is that it is an Exclusive Club. That rectangle shape is the Exclusive Club. Everything that gains access to that shape has to justify its existence within that rectangle – so it has to be a member of that Club. Every image that’s on there has to have a reason to exist; every word on that poster has to justify its existence.”
- Trevor Beattie, Creative Director of TBWA
BOLDNESS, BREVITY, and DRAMA are assets to any kind of advertising.
Your advertisement is in an airport, therefore KEEP IT SIMPLE
- In most cases, airport ads are viewed for just a few seconds. In that time the brain has the ability to take in just five of seven words.
- The message must be easy to absorb at a single glance.
- The identity of the advertiser should be immediately clear.
“The poster is finished when you can’t find a single element to remove”
-R. Fleege, Advertising Art Director and Copywriter, Robert Fleege & Partners
- Use type large enough to be read from a predetermined distance.
- Match your typeface to your Outdoor Campaign.
- Overly fat or thin type or that which is super imposed over a complicated background should be avoided.
Color and Contrast
Clear Product Image
- An image attracts the eye and quickly conveys an impression.
- Simple images are easily read.
- Outdoor advertising is found within the consumer environment; a clear image of the product enables product recognition and therefore, product identification in store.
Brand Must Stand Out
YOU WANT TO BE REMEMBERED!
- Make sure that the relationship between the design and the brand is self evident.
- Keep a consistency across all your advertising campaigns.
- Use a font that is easily identifiable with your own individual advertising.
- Enable quick brand recognition through previous awareness of your campaigns.
Celebrities Attract Attention
Using celebrities can increase consumers’ awareness of the ad, capture their attention and make ads more memorable.
3 reasons to consider celebrity endorsement:
- celebrity values transfer to brands
- celebrities establish credibility around brands
- celebrity involvement brings added interest to the campaigns
Involve the Audience
- Do more than just advertise. CREATE DIALOGUE NOT MONOLOGUE.
- Involve the audience so they talk and debate your campaign.
- Challenge the audience; use intrigue, use humor, be different, be bold.
- The better the consumer involvement, the less media weight a campaign may need.
- Understand your marketplace, understand your audience.
- Post your campaign where your audience will be.