Graphics garage responsiveaddesign

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Graphics garage responsiveaddesign

  1. 1. Director, Ad Operations and Sales Creative Orange County Register: Newspaper, Magazines, Digital Catherine Long
  2. 2. • Cross Media Impact – Age, Intention, Technology… • Media Review – Branding and Direct Response • Tips on HOW and WHY to design for multiple platforms… Best Practices TODAY’S TOPICS
  3. 3. • Newspaper • Direct Mail • Magazine • Desktop Web Banners • Desktop Email / Mobile Email • Tablet • Mobile Banners • Social Media MEDIA CHANNELS
  4. 4. • Consumers consume content and messaging differently from media to media. • Your design should change (conceptually) and must change (technology) as its delivered from media to media IN OUR MULTI-CHANNEL, MULTI-SCREEN WORLD…
  5. 5. IN OUR MULTI-CHANNEL, MULTI-SCREEN WORLD… Readwrite.com, 2011
  6. 6. IN OUR MULTI-CHANNEL, MULTI-SCREEN WORLD…
  7. 7. AGE IMPACT ON DIFFERENT MEDIA • Who is your typical customer? • Where are you likely to reach them from media?
  8. 8. AGE IMPACT ON DIFFERENT MEDIA Copyright © 2013 The University of Alabama
  9. 9. AGE IMPACT ON DIFFERENT MEDIA Pew Research Center, 2011
  10. 10. BRANDING VS DIRECT RESPONSE BRANDING • Awareness, message association, brand favorability DIRECT RESPONSE • Conversion and purchase
  11. 11. • We advertise to move our products through the purchase funnel BRANDING VS DIRECT RESPONSSE Branding Direct Response Loyalty AWARENESS CONSIDERATION PREFERENCE PURCHASE REPURCHASE
  12. 12. BRANDING VS DIRECT RESPONSSE Branding Direct Response Magazine Tablet Newspaper Direct Mail Mobile Desktop Web
  13. 13. BRANDING VS DIRECT RESPONSE: Design Tool Kit Branding • Magazine (Photoshop, In-Design, Illustrator) • Tablet (html, html5, javascript) • Desktop Web (html, flash, css) Direct Response • Newspaper (Photoshop, InDesign, Illustrator) • Direct Mail (Photoshop, InDesign, Illustrator) • Mobile (html 5, javascript)
  14. 14. Best Practices: Newspaper Design – DO! Category: Direct Response Other Design Impacts: Technology, age, time of day (time spent) Design: • Get Noticed. Attention is everything in newspaper advertising. You need visual impact of photos and images, white space, a distinctive fonts, angles, or whatever it takes to stand out on the page. • You newspaper advertising must be distinctive, unusual, and it should contrast with the other ads on the page. Be different. (tip: take your designed ad and paste it in the paper) Basics • Start with a powerful headline that will attract the reader's eye to your ad. • Write a concise presentation of your promotion, sale or marketing message. • Use white space effectively. • Give your logo and contact info the best placement (bottom right corner)
  15. 15. Best Practices: Newspaper Design – DON’T! • Too much clutter • Unclear message • Errors • Lack of contact information
  16. 16. Best Practices: Newspaper Design Ad Make Over Before After
  17. 17. Best Practices: Direct Mail Category: Direct Response Other Design Impacts: Technology, age, time of day (time spent) Design • More is More • Provide Multiple Ways to Respond • Read or Scan Option • Multiple Calls to Action and an Expiration Date • Use the power of the P.S. • Personalization Source: Jacobs & Clevenger
  18. 18. Best Practices: Direct Mail Samples
  19. 19. Best Practices: Magazine Design Category: Branding Other Design Impacts: Technology, age, time of day (time spent) What Else: • Engagement: Magazine readers spend an impressive 41 minutes with each issue. • Trust: 47% of Americans trust ads in magazines and newspapers, ranking higher than TV, radio or the internet. • Influence: Magazine readers rank #1 and #2 as most influential consumers across multiple product categories. Source: The Association of Magazine Media Factbook, 2012-2013
  20. 20. Best Practices: Magazine Source: The Association of Magazine Media Factbook, 2012-2013 Magazines ads can be more subtle and image-driven since readers will take more time to digest the message and will appreciate the respect shown for their intelligence and taste. A distinctive image should be supported by creative copy, organized so that the reader is visually led first to the most important information, then to the details. Specifically One or two striking photos - to show examples of product or service. One bold headline - that states the main idea. Clean, organized copy - to get the message across to a well-educated and discerning magazine audience
  21. 21. Best Practices: Magazine Design Ad Make Over Better Best
  22. 22. Best Practices: Desktop Web Banners Category: Branding and Direct Response Other Design Impacts: Technology, age, time of day (time spent) Rich Media: • On average, Rich Media with and out Video shows statistically significant lift in all brand metrics studied (except message association) • Best practices tip: Incorporate user interaction elements to online advertising whenever possible. Adding video is ideal. Flash: • Simple flash does show lift in awareness and message association, but other formats can show better results in these categories • Best practice tip: Make sure your message appears on ALL frames. Static: • On Average, GIF/JPG are the strongest at driving message association, perhaps due to static messaging elements • Best practices tip: Rotate in a static gif with your rich media and flash campaigns.
  23. 23. Best Practices: Desktop Web Banners Animation: • Animation should interest or communicate rather than annoy • Don’t require a user to interact with your ad to receive your main message. • Final frame - this should be able to stand on its own – the entire message should resonate • Video: Add interactive enhancements – coupons, social sharing Copy: • Not too much or too little – two frames of clear copy is ideal. • Pose a question or initial thought with payoff that stands alone or adds to initial message. • Appropriate humor Call to Action: • Instruct Views to Click Here • Include a benefit (save, special offer) - Online-only benefit is best
  24. 24. Best Practices: Desktop Web Banners
  25. 25. Best Practices: Desktop Web Banners, High Impact
  26. 26. Best Practices: Email Category: Direct Response Other Design Impacts: Technology, age, time of day (time spent) What Else: • Pros: Trackable, Immediate Response, Highly Targeted, Cost Efficient Things to Consider: • Clutter, only permission based email will perform, many promotional email end up in spam or junk box Best Practices Tips: • Design specifically for email, do NOT simply convert your print ads • Design specifically for Mobile – email creative is better received on phones – you can use animated gifs. Make sure you design is “responsive” and sizes appropriately on phones
  27. 27. Design Layout Top 3 Checklist • Important Details “above the fold” • Text portion of email should stand on its own - not every detail but the core information • All pertinent info should follow an F shape pattern
  28. 28. • F-Shape Design • Good use of color • Compelling imagery • Interesting call outs • Good placement of offer Best Practices: Email
  29. 29. Best Practices: Tablet Category: Branding and Direct Response Other Design Impacts: Technology, age, time of day (time spent) What Else: • Combines the best of print (large format) with the best of digital (interactivity) Things to Consider: • Pros: Reach early adopters, very little clutter • Cons: Much newer medium, ad formats are more technical not as clearly defined but offer exciting promise for interaction and branding Best Practices Tips: • Design for a “lean back” experience • Plan to WOW – simple can be okay but remember the audience is sophisticated • Know your Tech – tablet has very specific technical restrictions and options
  30. 30. Best Practices: Tablet - Samples • Full Page magazine style • Game Style Interactiion • Multiple engagement points – buy tickets online, Donate, etc. • http://creative.freedominteractive.c om/clients/ipad/DiscoveryZone/COR P02373
  31. 31. • Full Page magazine style • Ad “floats” and can be moved by user • Multiple engagement points – facebook, video, offers, etc. • Live Link • http://creative.freedominteractive.c om/clients/ipad/kohls/landing/ Best Practices: Tablet - Samples
  32. 32. • Full Page magazine style • Ad “floats” and can be moved by user • Multiple engagement points – subscribe, buy tickets, video, etc. • Live Link • http://creative.freedominteractive.c om/clients/ipad/kohls/landing/ Best Practices: Tablet - Samples
  33. 33. Best Practices: Mobile Banners Category: Direct Response Other Design Impacts: Technology, age, time of day (time spent) What Else: • Pros: very little clutter • Cons: very small format Best Practices Tips: • Economy of space – 4 words tops (standard sizes) • Ideal for loyalty programs, coupons and text offers – can you complete your action with a tap? Can your consumer walk in with the phone to redeem? • Know your Tech – mobile has very specific technical restrictions and options
  34. 34. Mobile Channels Best Practices: Mobile Landing Pages and mSites • Promotional Site for Branding and Direct Response • Large imagery to create leverage fashion and leverage brand equity • Multiple engagement points – $5 coupon, social media integration, store locator • Live Link • http://creative.freedominteractive.c om/clients/ipad/kohls/landing/
  35. 35. Best Practices: Social Media Social Media Options: Facebook, Twitter, Linked In, Pinterest Why?: • To start conversations about your brand • Engage with audience How: • Start a fan page on Facebook • Create a twitter account • Promotions, contests Best practices tip: Do not start social media programs without a plan to continue or converse.
  36. 36. Best Practices: Social Media Samples
  37. 37. In Conclusion • Revising your creative for different mediums is critical for ROI • Use best practices for ALL ad formats for best results • Use highly effective print mediums as the core of your marketing programs • Take advantage of lack of clutter in new and exciting mediums such as mobile and social media • Build your skills or work with local publishers for creative support

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