Every now and then you might enjoy a beautiful rainbow after a rainy afternoon, or once in a blue moon perhaps you’ll be lucky enough to catch a shooting star streak across the night sky, but if there’s one thing you can count on being exposed to each and every day, it’s advertising.
Whether it’s before a YouTube video, on the radio in the car, on the side of a bus, or sprinkled throughout social media feeds, advertising smacks us in the face all day every day.
So how do you ensure your advertising conveys your intended message to the audience when it’s competing with so much other advertising?
Short answer: work out exactly what your message is and deliver it in the simplest, clearest and most concise manner.
This doesn’t mean you can’t be creative; quite the contrary. It just means being honest with yourself about which details matter and which don’t so you can remove everything unnecessary from the ad and focus on making the core message visually appealing.
There is no shortage of ugly ads out there that don’t attract any new business because they completely missed the mark, and lost their audience in confusion. Ads that are too text-heavy, have boring images, or bad use of space fail to entice people to give it more than the split-second of attention it initially had.
What word pops into your head when you see a black silhouette with white earphones on in front of a vibrant colour background? Apple.
Apple doesn’t need any longer than that split-second of attention anymore because the company has created an iconic image for itself that will forever be associated with its products.
Similarly, no one will ever misunderstand what the golden arches represent, or a giant tick accompanied by the simple words, “JUST DO IT”.
Now sure, these are (to put it lightly) very well established brands that invested a lot of time and money in various advertising campaigns before they found a winning combination but the take home message here is simple – when it comes to advertising, less is more.