Designing artworks for your CAASie campaign.
It seems more daunting than it really is – let’s quickly cover the basics.
You know the importance online - it's the same rules offline.
WHERE WILL YOUR AD BE?
Well – First things first, think about the size and type of screens you’ll be looking at. How far away will your customer be? How big is the screen.
Now think about the location – How long will your customer have to see your ad? Are they driving past it or sitting in a waiting room with nothing better to do.
For example: A Highway/motorway billboard – your audience is in their car and they are travelling between 80-120km per hour. That means that they need to see your ad from a loooooonnnggg way away. So, you need to go BIG.
You’ll need bold, short messages. The kind that can be seen from far away and read very quickly… y’know – because they are travelling at a high speed.
In contrast – you might be interested in screens in your doctors office. Here your customers are much closer and not moving at all… but your screen is much smaller. They still need to be able to see and read it. This means that you still need that short, bold message.
IS your message brief and to the point?
This makes perfect sense for a highway billboard – but it’s true for any OOH ads.
Providing too much information or too much clutter on the screen takes away from your message, and doesn’t draw as much attention – especially from further away.
OOH is a very visual medium – just like online, you want to pull attention from images rather than text. It’s OK to use ads that are 100% text – we’ve all seen them – but if you choose to do that you should stick to one or two lines and make the font bold and eye-catching.
ARE YOUR ADS RELEVANT?
Let’s start with Audience. We’ll stick with the GP waiting room example – think about the kind of people who are there.
You probably don’t travel long distances to go to your GP and neither does anyone else. So, if you’re going to advertise at your local GP just ask yourself: does my audience actually live in this neighbourhood?
In this location, you’re probably targeting families and communities. Your product should align with their needs because, even though you’ll still be gaining brand awareness, it won’t be nearly as effective if it’s not relevant to your target audience and their location/activity.
Speaking of relevance – you might also take into account the season, weather, and current affairs to attract more attention. The most obvious case is to advertise a nice warm, cozy coffee in winter or an icy cold and refreshing beverage in the sweltering heat.
Audiences are more receptive to relevant content – even more so if it’s relevant to the specific activity that they are undertaking.
If your message isn’t short and concise it’s harder to remember and impossible to read if you’re zooming past it on a highway.
Basic Rules for OOH artworks
I’m going to bring it up again because it’s important. You need to have a clear and concise message and your audience needs to be able to read it from a distance.
RULE #1 - DON'T CLUTTER
NO! Don’t do this! I can’t read.. anything. Camel! Ok – I see a camel and I either like or dislike that.
RULE #2 - WHITE SPACE IS YOUR FRIEND
But CAASie, that’s pink!
White space is room for your message to breathe. It draws your eyes to the important stuff, looks cleaner and is very easy to read.
#3 - NO SCRIPT OR SKINNY FONT
This sign already breaks rules one and two – why not add a splash of three as well.
See that yellow font in the bottom left corner? Can you read it? I have a robotic eye and I still struggle. There’s no way that you can read that while driving.
Spoilers – it’s breaking #4 as well.
#4 - AVOID COLOURS THAT ARE HARD TO READ
Imagine reading an entire document printed in vibrant yellow or cyan text. You’ll have some very sore eyes afterwards. Bright colours on white hurt our eyes, but that doesn’t mean pale colours don’t have the same problems. Just take a look at the bad colour mixture in the sign below.
#5 - KEEP YOUR BRANDING CONSISTENT
Who is on the right? You already know who that is. They don’t have to tell you. #brandpower – that’s what it’s all about.
#6 - BE CREATIVE / DO SOMETHING DIFFERENT
Google “creative billboards” and you won’t be disappointed. This also comes back to being relevant. We’ve all seen the child chasing the British Airlines plane… but that’s a little “out-of-reach” (see what I did there) for most of us. If you haven’t seen Spotify’s ads you’re missing something good. Like this example below.
Relevant to the product and audience, engaging and funny (therefore memorable), and they took advantage of “current affairs”.