Advert design tips to avoid this advert fail

I followed a bus the other day and was baffled by the advert on the rear.

exPERIENCE EXETER
see the city
in a new light
up to
every 30 mins

I understand the “every 30 mins” reference (buses to Exeter every 30 minutes), but what does the rest of it mean? To try and shed some light, I shared the image on LinkedIn and asked for feedback. A few commented that “see the city in a new light” might mean that you see aspects of the city that you can’t when you’re driving or on a bike/motorbike when you’re travelling by bus. Yes, that makes sense. But how does that relate to the image?

I feel that someone tried to be too clever with this advert and created something nonsensical. And, if an advert doesn’t make sense, how is it supposed to elicit action? I’m all for clever advertising, but if the message isn’t apparent to your target audience, then it’s a waste of time and money.

Advert design tips

If you’re planning on advertising your business, here are our tips on how to design your advert:

  1. Devise a short, attention-grabbing headline that clearly communicates your message and draws people in.  Aim for approximately five words.
  2. Build on the heading with two or three further sentences detailing the offer or message.
  3. Avoid jargon and use simple vocabulary.
  4. Include a high-quality image that is relevant to your message.
  5. Use a simple and easy to read font.
  6. Keep text to a minimum so the advert is clear and uncluttered.
  7. Don’t make false claims. Genuine statistics or facts can make a compelling advert.
  8. Make it easy for potential customers to contact you with a call to action and clearly visible contact details.
  9. Image your advert in the eyes of your potential customers. Does it grab attention?

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