Studies show that the average person is exposed to more than 4,000 ads per day. When you think about it, it’s true. You see (and hear!) them everywhere—on the radio, on buses, in newspapers, in restaurant restrooms, on TV, on social media and in your inbox. The list goes on! In short, unless you live under a rock, ads are nearly impossible to escape.
Many online ads go virtually unnoticed, but the most effective ones grab your attention and encourage you to click. Are you creating ads to promote your company’s products and services, or perhaps for a client? Here’s an overview of seven common mistakes to avoid.
1. Failing to prioritize information
Using the same font size for everything is a big no-no. Make your ad easy to read by using a larger font for your main message, a medium font for your secondary message and a smaller font for the rest.
2. Overloading the image
Less is more. It’s been proven that ads crowded with too many images, colours and text can create a visual overload that deters viewers. Never be afraid to include white space to help your message stand out.
3. Using fonts that are too unique
Artistic or whimsical fonts may look appealing, but they can be hard to read. If viewers need to squint to understand your ad, the message is lost. Choose professional-looking, easy-to-read fonts to ensure your message comes across clearly.
4. Ignoring screen formats
Simply shrinking a desktop ad doesn’t make it suitable for viewing on a smartphone. You must always adapt the text size, contrast and graphic elements to ensure the ad displays clearly on all devices.
5. Lacking consistency in your visuals
Do you have boundless creativity? That’s great! But you must ensure your ads share a common thread beyond your logo. Build a strong brand identity by using consistent colours, patterns and icons across all your visual communication tools.
6. Using low-quality images
In today’s landscape, pixelated photos, blurry visuals or poorly framed images are simply unacceptable for online ads. With current design tools, there’s no excuse—you really must use high-quality visuals to achieve a professional result.
7. Not including a call to action
Your ad should prompt the viewer to take action within seconds. Make sure your call to action is clear and direct, such as “book your stay,” “view our menu” or “schedule an appointment.”
Are your graphic design skills lacking? Do you simply not have enough time to create your digital marketing tools? At Scriptum, we can design effective and visually appealing online ads for you. Contact us to learn more.