The duration of an ad, readability, movement and more, can be your greatest asset or your greatest responsibility for creating content for LED screens. Continue Reading if you want to know how to make the most of your LED screen (and their customers) in terms of audience recognition. This article will help you to determine the best design for an ad. We show you some rules that may be useful for you (or your designer), to create advertising for your LED.
First, the duration of the ad is very important. Some people make a huge mistake creating ads of 30 seconds. 30 seconds? Your audience is not sitting on a sofa waiting for the next show of the TV! They are driving their vehicles. And they drive most likely about 60 km per hour and hopefully they will focus what is displayed on the screen.
Thus, users should be able to see the complete ads, from the start to the end while they pass near the screen. What is the success of creating a wonderful advertisement, if the user cannot read the phone number and address of the advertiser because the ad is too long? Experience shows that an ad should last a maximum of 8 to 10 seconds, and rarely 15 seconds.
Longer ads are useless because the user cannot see the beginning or end of the advertising. Unfortunately, the audience will not find an interesting and comprehensive message on your LED screen. The risk is that your client will have no interest in watching your ad in the future because they did not get results in return for their investment.
Of course, there are exceptions to the '10 seconds' rule, for example when LED screens are installed in pedestrian areas where people have more time to look at the screen because they are walking. The first rule of formatting: when you are going to create the text (eg: address, phone number, etc.) for an ad in LED display.
• The first rule of formatting: when you are going to create the text (ie address, phone number, etc.) for an ad in LED display ... Ready?you must have to make big letters! At least 1/4 of the screen! designers can not create super small text that may appear nice on the PC monitor or MAC, but when displayed on a LEDs display the result is horrible.
• The second rule of formatting: do not apply shades or glossy effects on text. As mentioned before, these fancy effects may look nice in the monitor, but are definitely horrible on the LED display. The reason is that despite its huge size, the LED display has fewer pixels than its PC monitor
• The third rule of formatting: is to use Sans Serif fonts only. If the text looks blurry on the LED display, you must make the effort to make things better. Serif fonts (i.e. Courier, Times New Roman, etc) are very nice on the monitor but have stripes that add "unnecessary noise" to the text and make less clear vision. You have to imagine this situation amplified by the effect "Fuzzy" virtual pixel. Instead, they have to use Sans Serif fonts such as Arial, Geneva, Helvetica, Verdana or Tahoma. These appear much more readable on the LED display. Make big text, If you have to necessarily use a Font "Noisy".
• The fourth rule of formatting: is to use contrasting colors. 20 years, Ms.Karen Claus published a table indicating the color-match with the best contrast ratio. She set the table for the classic static signage, but the principle is still very valid with LED screens. According to his research and studies, the best coefficients are in: black on yellow; black on white; yellow on black; white on blue; yellow on blue; green on white; blue on yellow; white on green. It is very wise to use text colors in these combinations and avoid designs such as pink on red.
• The fifth rule of formatting: the simpler text, better looks, is to say, it reads better. In LED screens, you have 10 to 15 seconds to make your memorable ad. It means that if the text is not clear at first view, the people will not give you a second chance.
OTHER ERRORS IN SCREENS LEDs
As you can imagine, the dominant role in creating the content of the LED display is the designer. Many people do not appreciate how fundamental this role is, because they focus more on selling advertising space. The point is, if you have a good designer, your ads will sell well. If you do not have a good designer, no matter how great the seller is.
If you purchased and installed an LED screen, for sure that you made a huge investment. We know that at this point, you do not want to hear about other expenses. We can understand that, but please do not make the unforgivable mistake of not hiring a designer content / ads. Having an unexperienced person creating ads (your teenage nephew) is like leaving your new Ferrari to a novice driver.
Make sure you know what your designer does. Sometimes watching some commercials, you see that are so poorly designed and you want to call and complain the company. Sometimes you feel that you could do it better than tha,t and I'm sure other people think the same. To avoid these situations, it’s interesting send your designer content to see their designs live on the LED display. At least one hour a week to see personally, what they are doing and how ads appear to end users. We assure you, that in a first time, change 50% of the content of each ad they created.
Now that you have the designer on the correct path, you must choose the direction of the type of content they are creating. Here are some of the basic rules of content:
First, complex against simple. There are two schools of thought regarding the content of the ad. The first state is that the ad should be as creative as possible to get maximum attention. It seems a pretty clear and justified goal because a paying customer should get your ad as memorable as possible.
The second school believes that a simple version of an advertisement is better. This version claims that the memorable ads may boost the agency pride, but not customer benefits. Make too funny or too memorable ad may not be the best for your client. This usually happens because people are so focused on the content ad they forget the Brand.
From an objective point of view, the balance is the best solution.
As a final argument to consider, remember that freshness is the key. You should consider always have some new content, updated, and useful on your screen LEDs. Not only ads, but people get used to an LED screen that simply has ads and animations. It should provide updated content regulary. Even basic information such as temperature, weather forecast for next days, the event of the day, or a random quote of the day, will significantly increase the number of users viewing the display LEDs.
If you can get people to look at your LED screen, simultaneously achieve two results: people will start to comment on how powerful and useful it is your LED screen, and secondly, and probably the most important, you receive and maintain a strong selling point of your clients.
This usually happens because people are so focused on the content ad, they forget the Brand. From an objective point of view, the balance is the best solution. As a final argument to consider, remember that freshness is key. You should always have some new content, updated, and handy on your LED screens. Not only ads, but people get used to a LED screen that simply has ads and animations. It should provide updated content regularly. Even displaying basic information like temperature, weather forecast for next days, the event of the day, or a random quote of the day, will significantly increase the number of users viewing the display LEDs.