Think print ads are outdated? Think again, print ads is one of the most effective tools to boost brand awareness.
Studies show that print ads create stronger recall than digital ads because our brains process print information differently. Neuroscience research reveals that print advertising is easier to understand, more memorable, and sparks a higher level of emotional engagement. In short: print sticks.
So how do you create an effective print advertisement? Don’t worry, you don’t need a neuroscience degree to make it happen. With the right approach and a few proven tips, you can design print ads that capture attention, inspire action, and leave a lasting impression.
Start with a strong headline
You may have seen the report that showed the average attention span of a human is now less than that of a goldfish. We’re not sure if the study really happened, but the results ring true. After all, that goldfish doesn’t live in a world of information overload like we do. Having more content available might sound like a good thing. But when it comes to designing an effective ad, it means you have a whole lot of competition. It means that most people won’t make it past your headline. Our advice? Use words carefully. Keep it short and to the point. Be enticing, and appeal to emotion. Solve a problem, show a benefit, or highlight what is unique about your brand.
Be creative, but stay on brand
How can you be creative yet still be consistent? In an endless sea of advertising messages, consistency is crucial for brand recognition and recall. And consistency starts with your brand standards. Make sure you have (and use) guidelines for your brand’s logos, fonts, colors, visual elements, tone and personality. Keeping key components the same across all of your ads will create that needed sense of stability and trust. It can be tempting to chase new design trends. While you should continually evaluate, don’t lose sight of your brand’s identity.
Keep your copy clean and easy to read
This is no time for a high-dollar vocabulary and complex sentence structure. Remember, your audience has a lot of other choices for their time. Don’t make your copy difficult to understand. Instead, go for shorter sentences, common language and a voice that fits your audience. Then give it a test. Read your copy out loud. Does it flow naturally? Check for errors. It’s amazing how quickly someone reaches for their grammar police badge when they spot a misspelled word or the wrong subject-verb agreement. Don’t let simple mistakes get in the way of your message.
Sometimes less is more
Just because your ad space will hold all that copy, should it? Probably not. Again, most of your audience will only read your headline. For those still reading, keep earning their eyeballs with an ad that is easy to digest. That means: Say it in fewer words. Focus on your key points. Give the reader an easy way to learn more, like pointing them to your website.
For your design, white space is your friend. Use white space, or empty space, as an active part of your design to draw attention to the important message. Well-used white space creates a comfortable balance. It improves readability and comprehension. It can even convey a message of sophistication. Don’t believe us? Just take a look at the print ads of some of your favorite luxury brands.
Show the reader why
The audience reading your ad can often be as inquisitive as a four-year-old child. Before you get annoyed, remember: If you’re lucky, they’re inquisitive. You want a reader who wants to know the why of your ad. Why should they vacation at your hotel? Why should they eat at your restaurant? Why should they spend their travel budget at your attraction or with your experience? Why should they trust you. Don’t be shy. Tell them why.
Finish with a Good Call To Action
You’ve gotten this far. You know how to write a compelling headline. You’re going to keep your copy short and easy to read and make sure it hits on all the key points. Your image will be the perfect one to reinforce your message. Time to wrap it up. If your ad does its job, the reader will want to follow through. Make it easy.
Be sure your ad contains your contact information. Key elements to include are your logo, physical address, URL and phone number. If you want to include a QR code, please don’t have it be the only way to learn more. Some people may be hesitant to scan. And some might not have their phone handy. Hey, it could happen!
If you do include a QR code, here are some helpful tips: Ideally, QR codes need to be created in 100% black, and they should have a white space around them. Don’t make them too small or too complex. We recommend building them in a paid platform so that you can create a dynamic QR code. That means the destination URL can be updated if needed.
You’re ready to design a powerful print ad for your brand. Compass Media offers free ad design with your ad purchase. Contact us today!
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