Make my logo bigger please?
Everyone’s been doing it for years.
This post is not about following suit, being a copycat or adhering to the norm, it’s about how to effectively cut-through to an audience with a simple promotional ad, with simple ingredients. Navy man named Kelly Johnson coined the term “Keep it simple, stupid” for a reason.
You’ll find creative work everywhere chock-full with unnecessary jargon, colors, and type all over it. This “overload of info” also trickles into actual storefronts and sales floors, and online stores, which creates a sense of clutter and noise.
Essentially, what we want to do is leave room for the ad’s to breathe, without projecting an eyesore of information.
For many, especially execs, (and dozens of Brand Managers I’ve come across) emphasize the importance of making sure the word “Sale” or the “Store Name” is huge and takes over ¾ of the page.
“Let’s make it simple. Really simple” – is what Steve Jobs said about designing the first Mac. This is the way designing a promotion should be.
Four ways to keep your next promotional ad simple:
• Use a powerful catch line (grab your audience by the ears!)
• Place an image that can speak for itself or help trigger curiosity
• Don’t use too many colors
• Don’t go font crazy
• Refrain from including copy that can be easily communicated on your website, call-to-action, or legal disclaimer.
That is all.