New Discussion: Advertising on the Move!

Beep o1

One-way of advertising to the person on the move is via interior bus posters. You see them on most urban transport: buses and trains. They are approximately 11” high and from 23” to 28” wide. An ample size to catch the viewer’s attention.

However, from what I have observed, most of them are the orphans of an advertising campaign. Reinterpreted, resized, and repositioned from the larger campaign. And, it’s understandable that they are the “forgotten” because there is a bigger profit in other forms of media.

Again, from personal observation it seems to me that 20% of these posters are either unreadable, or not understandable. Another 50% don’t seem to have an understanding of grammar, or readable line breaks. Then there is the 20% that are designed to test the viewer’s mind-reading capabilities: a strong, but non descriptive headline, a photo that doesn’t relate to the headline, no web address or physical address, but possibly a QR code. That leaves 10% that are strong and readable – and that will possibly move someone to action.

Even if an interior bus poster is the orphan – it still has a job to do. It needs to communicate with the rider: who is the potential customer for some service, product, or message.

Geez everyone. . .  just think of the audience:

1)   keep it simple,
2)   keep it legible,
3)   pay attention to line breaks (if it doesn’t sound right – it won’t read right). and
4)   don’t make the graphics, and photos more important then the overall message.

About Nate Marks

We live and work in a world of visual images.
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One Response to New Discussion: Advertising on the Move!

  1. Mike Willett says:

    Well, once again, Nate, you have hit the nail on the proverbial head, though you might think about hitting some designers on the head instead. We are, in my opinion, as you well know, in the middle of living the results of lousy education. Since the American schools have decided that English, spelling, proper grammar, and messages that one can understand no longer are important, now we are watching big companies spend big dollars on messages that don’t reach an intended audience, convey an understandable message, or much else.

    It is my opinion that ad agencies need to send their designers, copy writers and account executives back to school. They can learn to communicate if both the schools and they are willing to admit they are not qualified for their jobs.

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