Advertising posters are used to promote your services or products. They must be carefully crafted to capture your audience’s attention, engage your target audience, and generate sales. If you haven’t integrated them into your marketing materials yet, it’s time to get started… provided you avoid these mistakes!
not setting goals
Not knowing your target is the equivalent of not knowing how to direct your ads, analyze the results, and improve them. Given that the discourse adopted is not the same for consumers and professionals alike, it is essential to clearly define your goal before launching your campaign.
If your advertising poster is beautiful but doesn’t reassure your target audience, you’ll get little or no return on investment. Thus, you may have incurred unnecessary expenses which will be detrimental to your business.
To know your target audience well, analyze their needs and tastes to convert them into customers.
choose inappropriate format
Always ask about suitable display formats. For example, large format posters are more suitable for outdoor use. Before printing them, consider the context, the chosen location, and the type of billboards on which the posters will be displayed.
Depending on the locations chosen, you can choose Various models and formats of advertising posters:
- Metro format with two options:
- For putting up posters on large walls and on platforms;
- Posters on panels with dimensions of 100 X 150 cm in the corridors of the metro;
- 4 x 3 format on main roads. The upper dimensions are equal to those of the outer panels;
- An A0 format of 80 X 120 cm or an A1 format of 40 X 60 cm corresponds to a standard display. It is used on street furniture, shop windows and all small advertising panels;
- The A4 format corresponds to the standard A4 sheet. Its purpose is to promote a service or product on the street;
- 120 X 176 cm format provides high visibility rate.
Leave Mistakes on Advertising
A sign full of errors usually casts doubt on the competence and credibility of the brand. You risk scaring customers instead of attracting them! So, in addition to working on your poster image, be sure to check the syntax, grammar, and spelling of your text before publishing it.
A true reflection of your brand image, the sign should put your company forward to reflect the quality of the service or product you provide.
not respecting reading direction
In general, we read text from left to right and top to bottom. The same direction of reading in Z is followed for the images on the poster. Since our eyes always follow this path, be respectful of this when designing your advertising posters.
Our gaze begins in the upper left and gradually moves to the right before returning to the lower left corner, then to the lower right corner to end the reading. To capture the audience’s attention and keep your eye on the poster for as long as possible, avoid:
- Gather key information in the center, as this creates a visual imbalance and a void around the edges of the advertising medium;
- Insert elements that point outward (a look, an arrow, etc.) so as not to distract the viewer. He will turn his gaze to the outside of the poster and will no longer focus on the message delivered. However, this strategy is effective for pointing to convenience stores;
- Disproportionately sizing or centering your logo. Indeed, as the gaze trajectory ends at the bottom right, the logo is usually placed there.
Not defining the purpose of the ad campaign
Your advertising medium will not be effective if you do not define your objectives in advance. So be able to determine if you want to promote a new service or product or even inform your target about your sales, upcoming events, etc. Your goal may also be to promote your store or business.
To design a poster that will be beneficial to your company, take the time to specify this purpose in your brief or your specifications to effectively guide your service provider.
enter too much text
By adding too much text to your ad, you lose its visual value. Indeed, on this type of support, the text plays a secondary role, while the image and view in general take precedence.
To captivate the audience at first glance, bet on the aesthetic and aesthetic aspect of your endorsement.
dissemination of inappropriate information
The information you disseminate must meet the expectations of your target audience and your objectives. Limit the amount of information you want to provide by presenting a minimum of:
- an idiom;
- Presentation of service or product, sale, company or event etc. ,
- All the necessary elements to allow the audience to access the offer. process, date, price, time…;
- company slogan;
- Telephone number, e-mail or any other means of contacting the Company;
- The logo of the partners and/or the company.
don’t use colors
Although they should be used sparingly, colors are essential to catching the eye of your target. For a cohesive rendition, remember to keep the colors consistent while respecting the graphic charter of your company or brand.
Larger than brochures and flyers, but smaller than billboards, posters with compelling messages and eye-catching designs create a high level of engagement. They can reach large audiences, especially in areas with high traffic. And when designed to be in line with the core elements of your marketing strategy, they have the power to significantly build and enhance your brand.