Astuces pour bien préparer son affiche publicitaire

Six mots ou moins

Considérant que les panneaux d’affichage sont vus en mouvement, nous n’avons pas beaucoup de temps à lire. Selon les statistiques, 4-6 secondes est le temps maximum pour lire une affiche publicitaire. Donc, calculez qu’environ six mots sont tout ce que vous devriez utiliser pour votre message. Vous pouvez vous pousser encore plus loin que quelques mots, en fonction de leur longueur et de leur facilité de lecture, mais en règle générale, ne dépassez pas cette longueur.

Si le produit ou le service promu est complexe à expliquer, ce n’est peut-être pas le bon support.

Faites-vous remarquer, mais ne pas pour distraire l’observateur

La plupart du temps, les affiches publicitaires sont destinées aux conducteurs, aux cyclistes ou aux piétons (c’est pourquoi vous avez quelques secondes pour communiquer votre message !). Cela provoque un dilemme intéressant pour l’annonceur, vous voulez être remarqué, pas responsable des accidents.

Les annonces emblématiques « Hello Boys » étaient coupables de cela. Les pilotes étaient tellement fascinés par Eva Herzigova qu’ils se sont écrasés contre les pôles ou se sont retrouvés en collision.

Ne bourrez pas votre affiche avec des informations inutiles

Il y a des affiches vraiment terribles couvertes par des numéros de téléphone et des adresses Web. Et sans aucun doute, 99,9% des personnes qui lisent réellement l’affiche appelleront et visiteront difficilement le site Web. Une affiche publicitaire est un support publicitaire secondaire. Cela signifie qu’elle est idéale pour renforcer l’image et soutenir une campagne promotionnelle. Si vous voulez une conversation plus intime avec votre public de référence, alors allez à d’autres médias plus larges (presse, télévision, radio, flyers, sites Web, etc.). Les affiches publicitaires sont le mauvais support pour autre chose qu’un message rapide. Cependant, si votre site Web ou votre numéro de téléphone a un sens dans le message, vous pouvez faire une exception à la règle.

Soyez intelligent, mais pas trop

Une affiche publicitaire ennuyeuse sera ignorée, par contre une affiche qui est conçue d’une manière intelligente attirera l’attention et laissera une impression durable. Alors que l’on essaie d’être trop intelligent, eh bien, vous perdrez du public.

En règle générale, les affiches ne devraient pas être un casse-tête pour votre public. Les métaphores visuelles complexes ne sont pas bonnes. La publicité doit être un puzzle qui donne la satisfaction du public quand il parvient à composer toutes les pièces, pas une énigme. Rappelez-vous que vous devez annoncer, ne montrez pas vos capacités intellectuelles.

 

 

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