{"id":19216,"date":"2016-03-21T00:00:00","date_gmt":"2016-03-20T23:00:00","guid":{"rendered":"https:\/\/jetline.pl\/should-we-fear-empty-space-in-outdoor-advertising\/"},"modified":"2016-03-21T00:00:00","modified_gmt":"2016-03-20T23:00:00","slug":"should-we-fear-empty-space-in-outdoor-advertising","status":"publish","type":"post","link":"https:\/\/jetline.pl\/en\/should-we-fear-empty-space-in-outdoor-advertising\/","title":{"rendered":"Should We Fear Empty Space (in Outdoor Advertising?)"},"content":{"rendered":"<p>After the article about <a href=\"http:\/\/jetline.pl\/nie-projektuj-sam-i-przygotuj-sie-do-spotkania-z-kreacja\/\" target=\"_blank\" rel=\"noopener\">what mistakes to avoid in advertising design and how to do it<\/a> (GH, February 2016) in the March issue of \u201cShopping Malls\u201d (GH, March 2016), Ania and I focus on one specific area. Why do we want to discuss advertising? <!--more--><\/p>\n<p>This is what ancient philosophers saw and knew: nature does not allow a vacuum to persist and will fill it one way or another.<br \/>\nNature does. But what about culture?<br \/>\nThe tendency to fill the entire composition surface has been present in various eras and cultures. This is how Celts, Native Americans, and Arabs designed and decorated. European baroque is decorative, rich, and abundant. Horror vacui \u2013 the fear of emptiness \u2013 appears in very contemporary advertising and is one<br \/>\nof the reasons why advertising doesn't work and why we don't particularly like it.<br \/>\nWhy does this happen?   <\/p>\n<p>Because overloading the form with content, ornamentation, and decorativeness distracts the viewer<br \/>\nand takes away the comfort of reading the message. Reading not only literally, in terms of content and written slogans. Reading \u2013 meaning the reception of the overall image.<br \/>\nWhen chaos dominates a design, we tend to abandon it subconsciously, stop engaging with it, and shift our attention to things that bring pleasure, don't irritate, that we intuitively understand and feel good interacting with.<br \/>\nIn outdoor advertising, as with first impressions: seconds count.<br \/>\nScientists claim it takes between 3 and 7 seconds to make a first impression.<br \/>\nAs we know, you can only make a first impression once, so these seconds can influence many things. It's worth using them well, worth not wasting them. Here are a few tips on how to do this.    <\/p>\n<p><strong>1. Give yourself space.<\/strong><br \/>\nUsing every free spot in an advertising design is not a good idea.<br \/>\nOne of the paths leading to advertising pitfalls is the temptation to include too much information \u2013 and a large amount of information takes up a lot of space and needs a lot of time to receive, process, and remember. This won't work. What will work is when you choose one main message, one primary communication.  <\/p>\n<p><strong>2. Choose a goal.<\/strong><br \/>\nIf you don't know where you're going, how will you know when you've arrived? So choose a goal.<br \/>\nOne goal.<br \/>\nIf you decide on image-building creative \u2013 avoid the temptation to inform about special offers<br \/>\nand sales. If you want to announce a sale season \u2013 simply get to the point.<br \/>\nCombining different goals in one design is quite common but definitely not recommended.<br \/>\nNot only is it easier to present one message - it's also easier to remember. And after all, advertising is partly about making information memorable.   <\/p>\n<p><strong>3. Ensure functionality.<\/strong><br \/>\nIn advertising, effectiveness, efficiency, and achieving goals count. That's why the best ads are often simple and functional. They don't have non-standard creative elements, they don't contain the latest technologies. Instead, they execute the message.<br \/>\nSimply.   <\/p>\n<p><strong>4. Be careful with symbols.<\/strong><br \/>\nSymbols are important. So important that you need to think twice about whether using a symbol in advertising<br \/>\nis a good idea. Because it might be excellent, or it might be very misguided. The design will work, but it may trigger associations and refer to values that cause completely different effects, such as aversion to the brand.   <\/p>\n<p><strong>5. Careful with desire!<\/strong><br \/>\nThe task of advertising is to evoke emotions. If advertising relies on unethical images or slogans, on aggression, sex, if it offends, provokes, balances on the edge of good manners, interferes with religious feelings \u2013 yes, it will arouse emotions. But are they really the ones you want?  <\/p>\n<p><strong>6. Be consistent.<\/strong><br \/>\nPatience and consistency in building messages, repetition of certain elements, referencing the brand's personality \u2013 this is a long-distance tactic.<br \/>\nIf you care about building a lasting image and establishing yourself in people's consciousness, this is the right tactic.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>After the article about what mistakes to avoid in advertising design and how to do it (GH, February 2016) in the March issue of \u201cShopping Malls\u201d (GH, March 2016), Ania and I focus on one specific area. Why do we want to discuss advertising? <\/p>\n","protected":false},"author":4,"featured_media":17853,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[593],"tags":[753,778,611,596,598,799,600,631,609],"class_list":["post-19216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ooh-in-poland","tag-advertising-design","tag-brand","tag-communication","tag-creation","tag-design-en","tag-graphics","tag-outdoor-advertising","tag-outdoor-advertising-en","tag-outdoor-poster"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Should We Fear Empty Space (in Outdoor Advertising?) - Jet Line<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jetline.pl\/en\/should-we-fear-empty-space-in-outdoor-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Should We Fear Empty Space (in Outdoor Advertising?) - Jet Line\" \/>\n<meta property=\"og:description\" content=\"After the article about what mistakes to avoid in advertising design and how to do it (GH, February 2016) in the March issue of \u201cShopping Malls\u201d (GH, March 2016), Ania and I focus on one specific area. 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