| Information Architecture for Ads, Posters and Signs |
| Invention Development Advice - Marketing | |||
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Layout the following in decreasing order of visual prominence:
1. The core benefit to, or critical information for, the reader. This key message should be as short as possible. Use a phrase or a word! Eg: Save time and make more money! Eg: Big hole ahead! Don’t use headings that communicate nothing useful.
2. The important supporting information. Use up to three sentences. This expands on the key message. Eg: “Speedy and Sleepless” pills let you reclaim hours lost to sleeping. Eg: No passage for vehicles or pack animals. Don’t offer new information that is unrelated to the key message.
3. The actions you want to encourage. State clearly what you want the reader to do in response to your message. Eg: Get “Speedy and Sleepless” from all good chemists everywhere. Eg: Detour 100m on the left. Don’t make the reader guess.
4. Expanded information. Only if the reader is in a position to want more information. Eg: Scientific research behind “Speedy and Sleepless” and testimonials. Eg: Explanation of why there is a big hole and when it will be fixed. Don’t go on and on about you and how good you are.
5. Identification, logistical and contact information. Times, dates, fineprint, logos and such details. Eg: Side-effects of “Speedy and Sleepless” and approval badges. Eg: Contact details of the local council or road works department. Don’t forget important details like dates, locations, and disclaimers.
By Zern Liew To find out how Zern can help you communicate or work better, visit http://eicolab.com.au/services/ and http://eidesign.com.au/services/ For more tips, tools and innovation thought-provokers, visit http://eicolab.com.au/blog/
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