Advertisers need to make advertising memorable, but they also need to avoid overdoing it.
“Advertising is a really, really, big business and you can’t do anything wrong if you’re doing it,” says Scott Lichtman, a professor of marketing at the University of Michigan.
The trick is to use the right words and images.
Here are six tips to help you get the most out of your ad design.1.
Don’t use a generic logo or slogan The first rule of advertising is to avoid using generic logos or slogans.
These often confuse consumers and cause confusion, says Mark Besser, vice president of marketing and communications at Advertising Analytics.
Instead, use a unique logo or company name that conveys your brand.
“If you’re going to use a company name, it’s best to go with a recognizable one,” he says.2.
Make your ad clear and specific3.
Choose an effective color scheme and a color toneThat’s the second rule of ad design: choose an effective, consistent color scheme.
“The main thing is that it’s a consistent look,” says Lichtmann.
“And if you can choose something that doesn’t clash with the logo, that’s really the best way to do it.”
Lichtmans color palette, which includes yellow, black and orange, is also a great choice for a poster.4.
Use color-matched fonts to create your logoThe third rule of creating an effective poster is choosing a color palette that you can use in a way that doesn.
“When you look at a billboard, it makes a lot of sense to go for something that matches the colors of the billboard,” says Bess.
If your billboard is made up of red, blue and yellow, for example, you might want to use white and brown.
Lichtmaer also recommends using contrasting colors for ads that have a strong color tone.5.
Use a color-neutral or neutral-colored font to convey your messageThis is another rule of art, and it’s an important one.
“Color is a great tool to use to create an image,” says Hana O’Connor, a creative director at Positives.
“You want to be able to see what you’re trying to communicate with.”
This includes how the font is laid out on a page, so you can decide what colors will be most appealing to your eyes.
If you want to show your product or service in a more neutral color, use white or light blue.6.
Create a memorable imageThe fourth rule of a good poster is to create a memorable picture that conveies your message.
“There are certain things that you have to do in order to make a memorable poster, and the first thing you have are the words,” says O’Connors senior vice president, marketing.
“We like to say that a great poster should be memorable, so if you have something that is memorable, you can make it memorable.”
In the case of an advertising campaign, Lichtmas font and colors could be the perfect match.
You could use a neutral or light tone for the headline, which will make it easy for your audience to identify your brand and its message.
If a banner is being used to display a website, make it look like it’s just a website.
If the wordmark is placed on top of the banner, the image should be neutral and the colors neutral.
This will help make it easier for your viewer to identify the logo.7.
Choose a creative language that’s easy to read and understandThe fifth rule of making an effective advertising poster is that you should make it readable and easy to understand.
That means choosing a language that has a simple alphabet and a long list of letters, and not having a lot to say in a sentence.
That’s because language is key to understanding an ad, says Belsky.
“It’s not just about making a beautiful font or a beautiful logo,” he adds.
“For most people, their eyes are still processing the word, so a good font or logo can give them the idea that they’re really reading the ad.”8.
Don “over-interpret” an ad to your advantageHere’s another rule for making an ad more memorable: Don’t over-interpret the words.
“Sometimes people misinterpret the words, and they’re doing what they’re supposed to do,” says Eddy Gennaro, chief marketing officer at Brandify.
“That can lead to people being confused.”
Here’s how to avoid this.1: Avoid over-showing or showing too much information2: Use context and a specific point of view to make your ad more relatable3: Use bold and italics to convey important information4: Be careful to avoid making your ad confusing or confusing your audienceThe final rule of good advertising design is to keep things simple.
“I think that’s the most important rule for all of