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PLTFRM设计|如何有效设计高炮广告

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高炮广告是户外广告的一类,其对于传达信息的要求较高,因为从受众看见广告到反应时间只有短短几秒。

Billboards, known in China as ‘big guns ad’ (高炮广告) are everywhere and are still considered a premium advertising space. But driving on a highway, on average, we only have 7 seconds to read them.

如此短的时间内,需要品牌表达方式突出(字大)、言简意赅,字字珠玑(易懂)、黄金需求点(重点),让受众即使在远处也能一目了然,明白广告的意图。

That’s why it is important to know how to make your advertising count when communicating a brand message through a billboard is your weapon of choice. Putting a billboard up is costly, so eye-catching, concise and straight-to-the-point brand expression is crucial to making the most of the ad space.

PLTFRM设计|如何有效设计高炮广告

先欣赏一些高炮样式:

let’s take a look at the following 3 billboards:

PLTFRM设计|如何有效设计高炮广告

PLTFRM设计|如何有效设计高炮广告

PLTFRM设计|如何有效设计高炮广告

以上三个广告牌均有不足:

1、字太多(没重点)

2、颜色太多(无法突出重点)

3、背景单调,无吸引力

All these 3 ads above have shortages such as :

1、too many words(no main point)

2、too many colors(hard to highlight the main idea)

3、drab background, not attracted at all

那么怎样的高炮广告可以在短时间内抓住受众的眼球,而且有效地传达信息呢?

To avoid squandering ad opportunity like the companies in examples, ensuring your billboard has the highest chance of being noticed and remembered.

一、投放前期评估不可或缺。

Mind the complex ad environment

一般说来,人流量、到达率等基础的数据是考量户外广告效果的通用标准;但实际执行中情况要复杂很多,还要考量媒体的面积、朝向、亮灯时间……许多物理标准,以及户外广告创意水准等诸多因素。

Before putting a billboard up, many factors should be considered: physical dimensions, orientation, advertising area, exposure to light to ensure that the design works best with the surroundings.

二、调研投放后的效果

Check out the results after ad placement

正规的广告主大多会委托调研公司找广告受众做一套调研报告,评估投放后的效果,例如认知度、记忆度、喜好度……根据变化值来判断广告效果。

Hiring a research agency to evaluate ad effectiveness is a common practice among advertisers. Equipped with knowledge about the audience perception, recognition, memorability of the ad, so that the results can be evaluated and be prepared for the next move.

三、字大、易懂、重点

Big font, easy to understand, ‘to-the-point’ message

比如下面的一些例子(信息传达到位,又好玩有趣)

See examples below (the message delivered funny and interesting)

PLTFRM设计|如何有效设计高炮广告

PLTFRM设计|如何有效设计高炮广告

PLTFRM设计|如何有效设计高炮广告

高炮可以说是比较特殊的一类户外广告,因为在投放广告的时候不能仅仅考虑到品牌自身,更重要的是考虑到周围的环境因素。专业术语称为“货架思维”。

Highway billboards are a special form of outdoor advertising. Don’t stop with the basic data like a number of cars passing by to evaluate the effectiveness of outdoor advertising. It’s called “shelf thinking”.

货架思维就是将产品与货架(包括物理的与虚拟的)上的产品进行差异化设计,使产品在货架上脱颖而出,吸引消费者注意,打动消费者购买。货架思维是基于货架环境,降低被发现、被识别的成本,降低被记忆、被转述的成本。

“Shelf Thinking” is a way of thinking to make products stand out on the shelf (physical and virtual), attracting consumers’ attention and convincing them to buy. Apply it wisely, and ‘shelf thinking’ can lower the cost for the ad/product to be identified and remembered.

高速广告给受众的时间非常有限,所以别看一些高炮广告设计看上去非常简洁,其实背后包含了很多相关的调研和精心的策略。

Highway billboards have a limited time of exposure to their audience, and there are a deep research and careful strategy behind those with striking design.

你的印象里还记得哪些印象深刻的高炮广告?

Share in comments, which billboards you can still remember?

注:本文内容来自PLTFRM品牌管理团队内部周会分享,图片来自网络

PLTFRM设计|如何有效设计高炮广告

共创有影响力的品牌

Co-Create Powerful Ideas

PLTFRM创意设计

以创意设计为核心的品牌策划与数字营销推广公司。

PLTFRM – branding and digital marketing agency,

with creative design at its core.

• 品牌策划 • branding

• 创意设计 • creativedesign

•数字通信 • digitalcommunication

• 营销策略 • marketingstrategy

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