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Saturday, November 21, 2009

Commandments of Outdoor Creative

Mr. Pratap Bose from O&M 10 considerations that should go into the making of outdoor creatives.
• The messages should be brief consisting of 3-5 words.
• The message should legible. Capitals are used for display headings. Lower case a suitable for longer head-lines and sentences. Ornate lettering may reduce legibility. The minimum type height on a normal 20’x10’ hoarding should be upwards 30 cms.
• Colors are used to contrast each other. Complementary colors, like red and green, are not readily visible.
• Build a uniquely recognizable format or layout and repeat it often enough. It requires briefest eye contact to identify the brand.
• The brand name works harder if it precedes the slogan.
• Use graphics to organize the text.
• The key word or phrase can be highlighted in a color box.
• Faces used should not overwhelm the brand name. The pictures that are most effective are pictures of ordinary people.
• Teaser campaigns can be effective in outdoor, although they account for a small proportion of outdoor campaigns.
• The disruption of expectation: The consumer today enjoys a challenge and has the ability to deal with the abstract. The more innovative, the intriguing and the more humorous the creative execution of an outdoor ad is, the less media weight it needs. Conversely, the more mundane the creative the more media weight it requires.

Labels: Commandments, Creative, Mr. Pratap Bose, OandM, ordinary, Outdoors, people

by 4Points at 3:55 AM |