Sparking your advertising effectiveness

Make my logo bigger!

In this first blog in my effective advertising series, we are going to talk about one of the most common things I hear when designing ads: Make my logo bigger! Now this may seem counterintuitive, but your logo should not be the biggest component on your ad. Neither should it be working as your headline. Regardless of how beautiful and well-designed your logo is, it alone, is not going to get you business. Whether you are talking web or print advertising, you have mere moments to get the audience’s attention. So how do we grab their attention? The best way to do that is with a large headline or graphic. A good graphic artist will then use that image or headline to lead the consumer’s eye to your logo.

In future blogs we will talk about what makes a good headline, but for now let’s look at our sample ad.

So what we have here is a basic ad. The customer is paying for full color but not utilizing it to the full extent. The main thing we see is Larry’s logo and there are no images to suggest plumbing. But by using this same ad copy and making a few simple tweaks we can make it something impressive.

Below is that same ad after adding a headline and a graphic. While the logo is still prominent the photo and headline combine to tell a story of an experienced plumber in mere seconds.

All the information in both ads is the same. But the second ad is more visually compelling. Considering that 65% of people are visual learners, you can see why advertisements with large graphics are more effective to consumers.

So keep in mind that you want your logo to be a respectable size and leave room for other important elements. It will make your promotions more successful. If you have any questions or need help making your advertising better, feel free to leave a comment or contact me at info@creativesparkmarketing.com.

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