We have a new E-Book for Designers:
Easy Peasy Ad Design with Big Impact: Designing Fixed Display Advertisements Guide Think television displays, rotating screen displays, buses, billboards, print media:
Display ads function like small, targeted billboards. Similar to billboards, display advertisements are valuable brand awareness and top of the funnel tools. When done successfully they can help to increase brand recognition, promote a business or service and tout new products or services.
Dissimilar to billboards, display advertisements come in many different formats and can be optimized to reach the right people through keywords, demographics, location and remarketing. While the success of the advertisement greatly depends on the audience, industry and product/service, there are some best practices that can be used as guidelines.
This guide is focused on fixed display advertisements (think television displays, rotating screen displays, buses, billboard, print media).
Check out the E-Book to identify some quick ways to improve your advertisement design. Some advertisers will insist on advertisements being done their way (often trying to put too much into the advertisement). The best ads are concise and brief, just enough to cover what is important. Try to bring your experience and guidance into the conversation and never make them wrong. Provided it doesn’t cross any ethical boundaries of current advertising standards where you can decline the content, simply suggest “Well let’s give it a try, you measure the results, and we can revisit later on if needed”.
HEADING SUB HEADS ADDED INFORMATION – CREDIBILITY STATEMENTS AND OFFERS BUSINESS NAME CONTACT INFORMATION CALL TO ACTION
DESIGN HINTS BE AWARE OF THE CLIENT’S BRANDING AVOID ALL CAPS SCRIPT FONTS BEWARE OF SOLID COLOUR AND REVERSE BLOCK ADS REVERSE TYPE AVOID STARBURTS FONT SELECTION WHITE SPACE USING ILLUSTRATIONS AND GRAPHICS BALANCE YOUR ADVERTISEMENTS ODD NUMBERS EXPIRY DATES GETTING CLOSE HANGING ILLUSTRATION AVOID BEING SEEN AS ‘BORING, BORING, BORING’ MULTIPLE OFFERS OR SEASONAL CAMPAIGNS REMEMBER “RESIDUAL VALUE” WHEN CHANGING ADVERTISEMENTS SPEC ADVERTISEMENTS DON’T USE “COUPON” OR DESIGN AN ADVERTISEMENT TO LOOK LIKE A ‘COUPON’ REFERENCE BOOK
COPYRIGHT SEARCH ENGINE RESULTS ARE NOT A COLLECTION OF COPYRIGHT-FREE WORKS COPYRIGHT IN AUSTRALIA SEEKING PERMISSION TO USE IMAGES USE YOUR OWN PHOTOS AND IMAGES OR THE CLIENT’S COLLATERAL CREATIVE COMMONS-LICENSED IMAGES USE IMAGES FROM STOCK PHOTO AGENCIES CONFIRM WHO OWNS THE COPYRIGHT IN THE IMAGE SHARING OR LINKING IMAGES BE INFORMED
AD STANDARDS AUSTRALIA
REFERENCES AND RESOURCES