Sometimes issues just don’t go away. One of the most important advertising principles is being able to quickly read an advertisement, or marketing promotion. So, we’re bringing back an older post to emphasis the importance of readability.
More is not always better – especially when one needs to catch the attention of a prospective client, or buyer. This is particularly apparent in the design of billboards, display advertising, PowerPoint presentations, and other media where people tend to tell long stories, or give lengthy descriptions – which are too much for the average person to consume – let alone understand! When one has a captive audience it’s a shame to lose their attention.
People need to receive (and understand) the advertiser’s message instantly – they should not have to wade thru hard to define words, phrases, tiny type, concepts, or confusing graphics, or complicated photo montages. The target audience does not have the time (nor the inclination) to work at receiving your marketing, or advertising, message.
The rule of thumb in designing billboards is to use six words, or less, to get your message across – and these words should be large enough to be read from a distance – and rapidly understood. The rule of thumb in all marketing, advertising, and branding is make it simple – make it readable!