There have been many brands that have been able to market themselves effectively to capture attention digitally.
Several steps should be followed by a brand to create an effective campaign and enhance the potential success that can be achieved when designing digital posters.
1. Clear objectives should be set at the beginning
Leading brands know what they want to achieve and who they are going to target before they begin work on producing a digital campaign. They have already clarified their mission and what the posters will achieve, considering all aspects relating to the type of promotion that needs to take place. They recognize that different techniques will need to be used depending on their goals.
Once they understand what their aims are and what they want to achieve, they will begin to recognize their target audience. Once they have clarified who they are trying to target, they can personalize the poster’s design in terms of visuals, tone, and content to meet the preferences of the target demographic.
2. Prioritizing Key Information and Clarity
Clarity has been a common theme with digital promotions. The messages being conveyed are concise and compelling, making them easy to understand for everyone who sees them. Campaigns need to be straight to the point and be clutter-free, especially if they are only to be viewed briefly by a user digitally, as promotional campaigns can often be skipped past.
It can be common for brands to use high quality stock photos to convey their message to viewers, as these can capture the eye and draw attention. It’s a typical strategy that can be used in tandem with a Z-shaped path, which has become popular with Western audiences. This involves placing critical information (such as logos or calls to action) in strategic locations.
3. Bold Visuals, Animations, and Color Schemes
In addition to using high-quality imagery to convey messages, effective campaigns will combine these with bold visuals, animations, and color schemes to try and capture as much attention as possible. Each of these aspects can evoke emotions in viewers, forming a connection that encourages them to interact and engage with the promotion.
Brands need to strike a line with this aspect, though. If they use colors that don’t fit their image (e.g. Coca-Cola using a color other than red), then it could have a potentially negative impact as consumers may not understand the message. At the same time, if the visuals are too bold and loud, this could have an equally negative impact.
4. Typography Needs To Remain Consistent & Command Attention
Brands also need to be consistent with the fonts that they use for their digital posters to capture attention. The type of font that is used can have a huge impact on how a message is received, despite being something relatively minor compared to the entire campaign.
Indeed, if it isn’t legible from a distance or becomes too difficult to read because it isn’t simple enough, viewers may find the poster visually offensive and hard to engage with. At the same time, if there is no structure or familiarity with the font used, they may struggle to interact with it. Fonts used need to match the visuals and bolding that is used, too, making this a hugely important step in the creation process of a digital poster.
5. Forming Connections Through Interaction & Engagement
Brand campaigns require audiences to interact with them for them to be successful. The “Share a Coke” campaign highlighted the effectiveness of engagement, as many people consistently looked for a bottle or can with their name on it and purchased one when they saw it. If they didn’t purchase it, at the very least, they could take a photo and share it: free advertising for the brand!
The use of QR codes has become increasingly prevalent, as they enable individuals to interact in a new way. They can scan these and access an online portal, where they may learn more about a campaign, receive exclusive offers, or sign up for benefits. They can get eyes on the product being advertised, giving brands another opportunity to convert potential customers into actual ones.
Storytelling Remains Important
Storytelling has always been a key method for digital posters, as these help form connections by utilizing narrative sequences and emotional triggers to engage with audiences. With new technology enabling brands to engage more effectively, digital posters have become increasingly important, especially as the world continues to rely heavily on digital devices.
