David Deicke explains how to better market yourself with image banner ads
I know what it is like, when you are creating advertising design ads for the newspaper, magazines or direct mail campaigns. You go back and forth with new ideas and concepts and you are just trying to get the ultimate result to attract your target audience to your website. You want the best banner ad design possible right!
So what do you think is one of the most important considerations at this time?
Readability? Colours? Branding? Your Logo???
Fancy graphics may get the ad noticed, but readers must be able physically to read the words. It sounds simple enough, yet is often ignored. If they can’t read it, they can’t understand enough about your offer to respond.
We are bombarded with ads and marketing strategies, so much so that even the most sophisticated and carefully crafted ads may pass us by unnoticed. It is easy for the graphic design advertising person to get sidetracked into believing what is on the screen looks like a true work of art!
Here are my tips on better advertising design concepts to consider:
1. Look at other past issues of similar publications where your ad will be appearing. Often publications will put ads together to make them blend in. See if you can spot them. Then try to develop a graphic look different than the other ads. Set your ad apart by using a different type face family that is easily read.
2. Is your ad legible? In your desire to be different and stylish, you may find some magazines make reading difficult.
Here are some common problems.
White type on a light pastel background. You can’t read it! Or light pastel type on a slightly darker background of the same colour. Or colours that don’t contrast well when viewed in black and white, such as dark forest green type printed on a background of fire engine red.
It is always safer to go for the headline in big, lighter type against a much darker background if possible.
Don’t try to cram too much information into a small space? One of the big problems is trying to fit too many words and concepts into a small space because you can’t read it properly – your message gets lost.
Often readers look to the details to figure out if they want to act.
The type showing those details should be large enough to see and comprehend, even for those who have trouble with their vision. Type in colour really needs to be 10 point, if not 11 to be read by the entire population.
With black and white newspaper ads, it is possible to use typefaces as small as 8 point because their comprehension is made easier by black type on newsprint. In magazines, black type as small as 4 points (on a white background) has been used. The clarity can be good, but you want to be easy to read.
I think good advertising and design creates graphic effects that will enhance your ad, brand and ultimate outcome of a click on your ad. And that’s what it’s all about!