Features of visual perception of outdoor advertising

Today, every city or town is literally full of advertising, advertising can be seen everywhere: signs, extensions, video screens, information boards and stands, cad cut vinyl printing, etc., a huge amount of advertising on public transport stops and facades of buildings. Thus, outdoor advertising carries a lot of information, which each of us is becoming more and more difficult to ignore, experts attribute this feature to the advantages of outdoor advertising, and to its shortcomings. As it is already clear, the disadvantage is that in most cases people try to protect themselves from the impact of outdoor advertising and prefer to ignore it. The advantage of outdoor advertising in its ubiquity and information content.

As noted, outdoor advertising sometimes does not meet the expectations of the advertiser through his own fault, because when placing outdoor advertising it is important to remember the peculiarities of the perception of advertising pedestrians, drivers or passengers. So, for example, you should understand that the contact of outdoor advertising with the driver can be no more than a few seconds, from this conclusion: the advertising should be clear, easy to remember and remain in memory. Passengers have been working with advertising for longer – but in this case it is important to draw attention – the design should be bright and original. Pedestrians have the ability to see the advertising that attracted their attention, but the main difficulty – to attract attention.

Experts have identified a few rules that will help make your advertising more effective:

  • Light background
  • A succinct design
  • Minimal text usage
  • Contact information is clearly visible from any distance

As experts assure, adhering to these simple advices, the effectiveness of the advertising campaign can be increased by several times.

Of particular importance for the effectiveness of outdoor advertising is the environment of outdoor advertising, here it is important to take into account the proximity (other advertising media and advertising stories), urban landscape, etc., as has been noted, it can also affect the effectiveness of the advertising campaign as a whole. What tactics should you choose, if your messages fade against the background of everything around you?

Clutter effect

Clatter – a situation where the advertising is located so close to each other that advertisers have to “fight” for attention. As you can see, such a situation can reduce the effectiveness of each advertising campaign to zero. Unfortunately, but in modern cities there is a tendency to increase the number of advertisements and, as a consequence – the effect of clutter ceases to be rare. Experts advise in this situation to act outside the box: it can be a non-standard advertising design, the use of LED ribbons, loudspeakers, etc. 

Experts warn that the frequent mistake of advertisers is to ignore the subjective perception of advertising, it is extremely important to carefully select the symbols and words for the call to action, as the emotions from the advertising message are transferred to the advertised product. For example, you should not use such words in advertising messages as:

  • “Pain”, “sadness”, “death”, etc., with the exception of social advertising;
  • words that contain denials, such as “don’t pass by”, “don’t forget to buy”, etc., in which case it is advisable to use “Attention!”, “Stop!”, “Buy here and now”, etc;
  • The “best”, “unique”, etc., such words have long since lost the faith of consumers, as advertisers too often abused these words.

If you make out a signboard, and the name of your company is not informative and is not associated with the goods and services that you offer, then it is better to use the usual signs “grocery store”, “notary”, etc.