More than ever, marketers are seeing the benefits of print advertising. However, only a few companies are making a dedicated effort to comprehensively improve their print campaigns. This article will explain how your audience views print advertisements and how you can maximize the potentials of print advertising.
The Unique Nature of Print Advertising
On the surface, print advertisements face the same hurdles with other types of commercials such as those on television and radio. They all need to “break through clutter” and communicate persuasively and memorably.
However, television and radio commercials are different from print advertising. TV and radio commercials hold a pre-determined length of time of 15 to 30 seconds on average. Print advertisements, on the other hand, have pre-determined space, such as a single line or page.
So why is this better than TV or radio commercials? With print advertising, the reader is the one in full control of how the ad is appreciated. The reader determines how long he or she spends on the ad. The average viewing time for a print advertisement is from 3 to 5 seconds to as high as 15 to 20 seconds depending on how the advertisement is presented.
The Guiding Principles of Print Advertising
There are several implications to consider when we say that the “reader is in control”. Readers have the option to play back the print advertisement. In the same manner, the reader actively chooses which messages are considered and which ones are ignored. It is important to determine why a print advertisement fails to get the message across. Ask yourself: is the message salient and memorable? Is it buried and can be easily missed when a reader skims through the ad?
1. Ads are not Read; They are Scanned
It is not surprising that even the most engaging print ads are ignored by many readers. In fact, it has been seen that when ads are shown in a magazine, the maximum average viewing time is only 15 seconds. This figure applies even to the most sophisticated audiences. It has been found that the more text an ad involves, the more likely it is to repel the audience. Additional text is not likely to attract additional reading time. In fact, it is the contrary.
2. Readers Begin With the Visuals
Print executions are often designed in a way that a reader will start reading at the top left of the page, and then downward towards the right. This doesn’t work as it is presumed to. Readers actually begin looking at the dominant visuals, which is ideally positioned at the center. The reader then looks at the text depending on how engaging the visuals are.
This pattern reinforces a fact that people prefer to take information in a visual manner rather than verbal. The main visuals, however, should include a direct reference to the product or service being advertised. Otherwise, the results are easily predictable. Readers may recall the racing car or sexy model in the picture but the message will stop there as the reader fails to link it to your brand. While it is OK to use a picture of a pretty girl in your advertisement, make sure that she is wearing your brand or that your logo is somewhere in the picture. The most ideal print ad is to adopt a visual that immediately conveys branding without the need for readership.
3. Keep it Direct and Simple
While television commercials give you more time, tools and flexibility, print gives you only 5 to 10 seconds to get your message across so it pays to be direct and clear with your advertising message. You cannot ask a reader to make a connection between your visuals and the message you want to convey. The rule of thumb is to focus on a single message and not to try to convey too many messages in one go. With print advertising, less is always more.
4. Keep a Balance Between Science and Art
While there is no exact formula for an effective print advertising, it has been proven that effective ad placement and unique appearance generate the best results because they attract attention and encourage involvement. By applying these principles to the design, you will be able to communicate more clearly, quickly and persuasively.