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on May 23, 2024
As a special form of urban advertising, outdoor advertising has strong pertinence and attention, and has become an important part of the layout of modern urban environment construction. It complements the beautification of the city, the layout of stores, and the connection of streets. It has become another landscape of the modern metropolis.
Outdoor advertising refers to the advertising media that conveys information to consumers in the open air or outdoor public places. Outdoor advertisements are divided into two categories according to the size of the area; one is large, such as street signs, single columns, roofs and folk walls, inflatable advertisements, etc., and the other is small, such as light boxes, door heads, car bodies, balloons, etc. Banners etc. These open-air advertising forms are outdoor advertising, the English name is Out Door, or OD advertising for short. As a new mass media, what are the advantages of outdoor advertising?
Various forms and unlimited creativity
Since the development of the advertising industry, there have been great changes in the form of outdoor advertising. It is estimated that there are more than 50 types. You can definitely find a method that suits you and deliver advertising messages to the audience. Unlike a 15-second TV advertisement, a 1/4 or half-page advertisement, outdoor media can mobilize a variety of live expression methods to create a comprehensive and rich sensory stimulation. Images, sentences, three-dimensional objects, dynamic sound effects, environments, etc., can all be integrated ingeniously, allowing you to enjoy endless creative space.
low cost
Compared with other media such as expensive TV commercials and magazine advertisements, outdoor advertising is worth the money.
visual impact
A giant billboard in a prime location, or a bus shelter where you meet everywhere, is a must for any company looking to build a lasting brand image. Many well-known outdoor billboards, perhaps because of their persistence and prominence, have become well-known symbols of this area. People may turn a blind eye to the buildings on this street, but these giant billboards are unforgettable for a long time.
full time
Much outdoor media is persistent, 24/7 release. They're there 24 hours a day, 7 days a week, for the best time to spread. As people's outdoor activities increase day by day, they accept more of the influence of outdoor advertisements, and the exposure rate of outdoor advertisements also increases greatly.
create frequency
Through reasonable arrangement and distribution, outdoor media can create ideal reach and frequency. The correct choice of time and place, coupled with the use of the correct outdoor media, can reach almost every level of people, and even match the rhythm of life of the audience seamlessly. We talked about the objective advantages and characteristics of outdoor advertising, so what principles should we grasp in the design process?
Rigorous planning
When designing an advertisement, the designer must first conduct market research, analysis, and forecasting activities, and then formulate the graphics, language, color, object, publicity level, and marketing strategy of the advertisement on this basis. Once an advertisement is published in the society, it will not only play a leading role in the economy, but also affect the field of consciousness, exerting a subtle influence on real life.
Therefore, the designer must be responsible for his own work, so that the work can play a positive aesthetic role. At the same time, the design should determine the position and size of the advertisement according to the surrounding environment, so that the shape of the outdoor advertisement can be coordinated with the background to produce a visual aesthetic. The shape does not have to be uniform, but can be diversified, and the size should also be determined according to the size of the actual space and the environmental conditions.
Clarity of messaging
A psychological research data shows that the amount of information obtained by visual senses has the highest proportion in the external stimuli that people accept daily. Of the information our brain receives every day, 65% comes in through the windows of our soul—eyes, 25% through hearing, and only 10% through other channels. Therefore, how outdoor advertising can attract the audience's attention and form a deep memory in their minds will play a vital role in the overall effect of outdoor advertising. For the remarkable feature of "instant memory" in outdoor advertising, brevity is the fundamental guarantee for "clearness of information transmission".
Simplicity is an important principle in the design of outdoor advertisements. The objects of outdoor advertisements are dynamic pedestrians. Most of the outdoor advertisements are read for only a few seconds. In principle, go down and think hard, trying to leave sufficient room for imagination to the audience. We must know that consumers' attention to advertising is inversely proportional to the amount of information on the led wall screen display indoor. The more complicated the image, the more disordered the audience will feel; the simpler the screen, the higher the attention value of consumers. This is the simplicity sexual effectiveness.
In terms of words -- advertising copywriting plays an important role in outdoor advertising, and good copywriting can play a finishing touch. Its design is completely different from the advertising copy design of newspapers, magazines and other media, because people cannot have more time to read in a flowing state, so the outdoor advertising copy strives to be concise and powerful, usually with one sentence (title language) eye-catching A reminder to the audience, followed by a short, punchy introductory statement will suffice. The title language design generally should not exceed ten characters, preferably seven or eight characters, otherwise the reading effect will be relatively reduced. Try to avoid using too thick or too thin fonts, because when viewed from a distance, too thick fonts tend to become blurred, and too thin fonts may not be visible. If there are English words, try not to use all capital letters, and arrange them in a mixed case, which is easier to understand from a distance.
In terms of color -- Try to use pure or contrasting colors. From the perspective of color theory, complementary colors and contrasting colors are the best. For example: strong contrasting colors such as red and green, yellow and purple, blue and orange, red and white, yellow and black, because the color of the complementary color relationship is the most eye-catching, easy to stimulate people's vision and attract people's attention.
In terms of graphics - the graphics of outdoor advertising can attract people's attention the most, so graphic design is especially important in outdoor advertising design. When designing graphics, we must strive to be concise and eye-catching, full of creativity, good outdoor advertising ideas, find the close connection between brand positioning and consumer needs, use graphics to reflect it, strive to be different, and establish a unique brand image, so that it can be effective Grab the viewer's attention accurately, guide them to further read the advertisement copy, and arouse resonance.
The visual feature of outdoor advertising is instant effect. How to grasp the audience's sight in an instant and attract people's attention is the key point in the process of outdoor advertising design. This requires us to try our best to be concise and concise in the design process, take one as ten, easy to read and remember, humorous, and appealing, so as to make outdoor advertising full of appeal and vitality.