Disunity between design and copywriting
Posted: Sat Dec 21, 2024 4:05 am
Sometimes an advertising layout loses its credibility because the copywriting contradicts the design and vice versa. Like words, visual elements can convey dynamics/statics, energy/calmness, joy/sadness, etc. The words “Lose weight with us” written in massive letters do not inspire confidence, as does the call to remain calm written in red italic font.
33. The Funeral of Print Advertising
If earlier some entrepreneurs "slowed down" with the transition to online, now there are Internet fanatics who underestimate the possibilities of traditional advertising, in particular, printed. Internet marketing and offline advertising do not exclude each other, but complement each other harmoniously. For example, we periodically print advertising materials in the Otpechatka studio.
34. Inability to use advertising formulas
You can't take a model and "sculpt" brilliant advertising messages for any product. Advertising formulas differ from each other in the type of psychological impact and other criteria. For example, the ACCA formula works better in rational advertising, and AIDA - in emotional advertising.
Authors of the classification: N.A. Uruzbaeva, E.Yu. Pak
35. Failure to understand the difference between direct and indirect target audiences
It is important to remember not only who is the end consumer of the product, but also those who will buy it. Once, some creative marketers launched the production of yogurts called "Skeletons". They reasoned on the principle of "kids love all sorts of horror". It all ended in failure - after all, it was the parents who bought the yogurt. Even the provocative slogan "Take care of your skeleton, children!" did not help.
36. Saving time on the brief
The most absurd way to waste a lot of time and effort in advertising is to save half an hour on a brief. Sending a half-empty brief or preventing an agency employee from filling it out with an interview means complicating all further work.
37. Misunderstanding the difference between female and male target audiences
The difference in how men and women perceive advertising is significant. Read this article - we have covered this topic quite fully here.
38. Lack of USP, or fixation on it
Quite often, entrepreneurs go to extremes in relation to the unique selling proposition. Some manage not to bother with it at all until competitors step on their heels. Others, on the contrary, look for some kind whatsapp number russia of holy grail in the USP that will solve all their problems. In reality, the USP should be perceived as the foundation of your advertising, but not as a magic pill. For example, if you do not know how to inspire trust in customers, your USP will simply not be believed.
39. Incorrect contact information
The goal of direct response advertising is to get the consumer to contact you by making a purchase, right? So it's strange when a company with commercial ambitions allows itself to have unclickable phone numbers on its website or to write its address in small, illegible font. Forgetting to include contact information is the worst advertising mistake that can ever be made.
40. Creativity at the expense of perception
Sometimes advertising is so complicated that the target audience simply does not understand what is being advertised. And designers sometimes use fonts that are too difficult to read. We do not argue, according to research, a difficult to read inscription is remembered better. However, for this you must be sure that when using a specific advertising channel, your target audience will bother to solve such charades, and will not chuckle and switch over.
Of course, these are far from all the possible mistakes, but only the most dramatic of them.
33. The Funeral of Print Advertising
If earlier some entrepreneurs "slowed down" with the transition to online, now there are Internet fanatics who underestimate the possibilities of traditional advertising, in particular, printed. Internet marketing and offline advertising do not exclude each other, but complement each other harmoniously. For example, we periodically print advertising materials in the Otpechatka studio.
34. Inability to use advertising formulas
You can't take a model and "sculpt" brilliant advertising messages for any product. Advertising formulas differ from each other in the type of psychological impact and other criteria. For example, the ACCA formula works better in rational advertising, and AIDA - in emotional advertising.
Authors of the classification: N.A. Uruzbaeva, E.Yu. Pak
35. Failure to understand the difference between direct and indirect target audiences
It is important to remember not only who is the end consumer of the product, but also those who will buy it. Once, some creative marketers launched the production of yogurts called "Skeletons". They reasoned on the principle of "kids love all sorts of horror". It all ended in failure - after all, it was the parents who bought the yogurt. Even the provocative slogan "Take care of your skeleton, children!" did not help.
36. Saving time on the brief
The most absurd way to waste a lot of time and effort in advertising is to save half an hour on a brief. Sending a half-empty brief or preventing an agency employee from filling it out with an interview means complicating all further work.
37. Misunderstanding the difference between female and male target audiences
The difference in how men and women perceive advertising is significant. Read this article - we have covered this topic quite fully here.
38. Lack of USP, or fixation on it
Quite often, entrepreneurs go to extremes in relation to the unique selling proposition. Some manage not to bother with it at all until competitors step on their heels. Others, on the contrary, look for some kind whatsapp number russia of holy grail in the USP that will solve all their problems. In reality, the USP should be perceived as the foundation of your advertising, but not as a magic pill. For example, if you do not know how to inspire trust in customers, your USP will simply not be believed.
39. Incorrect contact information
The goal of direct response advertising is to get the consumer to contact you by making a purchase, right? So it's strange when a company with commercial ambitions allows itself to have unclickable phone numbers on its website or to write its address in small, illegible font. Forgetting to include contact information is the worst advertising mistake that can ever be made.
40. Creativity at the expense of perception
Sometimes advertising is so complicated that the target audience simply does not understand what is being advertised. And designers sometimes use fonts that are too difficult to read. We do not argue, according to research, a difficult to read inscription is remembered better. However, for this you must be sure that when using a specific advertising channel, your target audience will bother to solve such charades, and will not chuckle and switch over.
Of course, these are far from all the possible mistakes, but only the most dramatic of them.