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 How
your advertising looks has a big impact on how many people
look at your advertising. In fact, it is often colors and
shapes that attract attention. Then
the prospect actually looks at or reads your ad.
Moreover, the colors and shapes tell
the viewer a lot about your company and hence should be
a key element of your marketing plan. For example, your
colors may communicate that you are a solid, conservative
company or
they may say you are a fast moving, aggressive outfit.
Unfortunately,
many companies have the wrong design or – worse still – a
design that actually discourages viewers.
We follow a simple rule – if the prospect
can’t see it, they can’t buy it. We also take the time to
put “great designs” to the test. For example, does a logo
work when it is shrunk down to business card size? And what
happens when it is photocopied and appears in just one color
(black)? None of this is brain surgery. But much of the advertising
we see doesn’t pass our “see it, buy it” rule.
Check out our Hall
of Fame for examples of ads that sell beautifully.
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