Great Print Ads - Creative Advertising That Rocks
A lot of people think that print marketing is dead in the age of social media and mobile ads, but that isn’t the case at all. In fact, print marketing is still very much alive and it offers some great opportunities for creative advertising. In fact, 79% of households say that they look at direct mail ads when they come through the door and 39% of customers try a business for the first time after reading direct mail. Large print ads are just as effective too, because 80% of billboard viewers take notice of the marketing message when they drive past.
However, creative advertising is so important when you are using print because you need to make sure that you catch people’s attention and encourage them to read on. If you want to create great print ads, follow these simple tips.
Focus on the Copy
Although the design is important, many marketers underestimate how vital the copy is. If you want consumers to take action after reading your print ad, you need to make the copywriting engaging and persuasive. Poor copy will immediately give the audience a bad impression of your company, so quality is essential. Attending ad school can help you learn the ins and outs of copywriting, which will have a big impact on the effectiveness of your print ads.
Keep it Simple
When designing print ads, always go for quality over quantity. Overcrowding ads is one of the biggest mistakes that people make with their print ads because they think that packing more information in will increase the chances of a customer acting on the ad. However, when the ad is too cluttered, it just makes it look unprofessional and the reader has a much harder time picking out the important information. In most cases, people will glance at it and decide against reading it. Good print ads have plenty of empty space, so the key information can shine.
Make it Big
Print ads are one instance when size does matter, especially where outdoor advertising is concerned. You want your ad to catch people’s attention right away, and the easiest way to do that is to make it bigger. If you increase the size of the ad, you have plenty of room to include all of the important information without overcrowding your ad.
Pick a Powerful Headline
When somebody looks at a print ad, they will read the headline before deciding whether they want to read the rest. If your headline isn’t up to scratch, you will not see much of a return from your print ads. Think about the most important piece of information that you want to convey, whether that is a new product or a limited time discount, and make that the feature of the headline. Give enough information to make it interesting, but also hold back slightly so people are encouraged to read on. Make sure that the headline is large enough to be easily read, and consider your color schemes carefully to make sure that it doesn’t fade into the background.
Choose the Right Images
Images are so important on print ads because they jump out at people and make the ad more visually interesting. When you are choosing images, you need to think about your audience and what kind of images will create a positive response. For example, if your business targets young families, pictures of kids are perfect. The quality of the images is so important too because a grainy image looks very unprofessional and sends the wrong message about your business. Original photos are also more effective than stock photos because you can make sure that they complement the copywriting and give the reader a clear indication of what the ad is about. These are the kinds of skills that advertisers develop at portfolio schools.
Think Outside the Box
Everybody has seen thousands of print ads before, so you need to do something interesting if you want to maintain their interest. Creative advertising is vital when working with print, so think outside the box and do something innovative. Experimenting with different shapes, for example, is an easy way to make your print ad stand out from the rest. Get creative with your text and image design as well, but make sure that the copywriting stands out and you don’t put style over function.
Understand the Psychology of Color
The psychology of color is a great concept you can use to improve your print ads. It explains the different emotional response that colors create and how that can affect your audience. For example, warm colors like red and orange create a feeling of comfort and, in some cases, urgency. If you are trying to get your customers to make a quick decision, when advertising limited time offers, for example, these colors are perfect. Finding the right balance of colors is essential as well. Combining the wrong colors will make your ad jarring and create feelings of discomfort in the reader.
End With a Call to Action
All print ads need to include a call to action at the end. Unless you urge them to, consumers will not take action and you won’t see any return on your investment in print ads. A call to action doesn’t necessarily have to be sales driven. For example, if you are trying to generate more traffic on your site or get more followers on social media, you can include contact details at the bottom of the flyer. When designing your print ad, you should always consider what your end goal is because this will determine what the call to action should be. Try to stick to one specific call to action, and make sure that it stands out so it doesn’t get missed.
Anybody that thinks print ads are dead just doesn’t know how to make a great one. As long as you have a great design, excellent copywriting, and a clear call to action at the end, your print ads will be incredibly successful.