Do Your Print Ads Grab Attention Fast Enough?
These days, about the only thing getting shorter than people’s patience, is people’s attention span. And, as these attention spans shrink, marketers must find ways to use their advertising to hook customers quickly.
Just how miniscule is the current human attention span?
Consider that the ordinary gold fish, swimming around and around and around in his tiny bowl, has an attention span of only nine seconds. And he STILL has us beat! Recent studies have found the human attention span is only eight seconds. It seems that along with providing convenient communication and funny cat videos, modern technology is distracting us.
The TIME survey found some major differences with attention spans among generations. For instance, 77% of people aged 18 to 24 responded “yes” when asked, “When nothing is occupying my attention, the first thing I do is reach for my phone,” compared with only 10% of those over the age of 65.
According to an article in Bloomberg Magazine, generation Z, those under the age of 19, are even more distracted. “They multi-task across five screens: TV, phone, laptop, desktop and either a tablet or some handheld gaming device, spending 41 percent of their time outside of school with computers of some kind or another, compared to 22 percent 10 years ago. Because of that they ‘lack situational awareness, are oblivious to their surroundings and unable to give directions’.”
No doubt you heard about the injuries that were sustained by some young people who were so involved in the Pokeman Go app, that they walked into traffic, tumbled off of ocean bluffs, and were even been robbed. That’s how distracted they were!
But what does all of this mean for today’s marketers?
It means you not only have to create print ads that convert, you’ve got to create print ads that grab people’s attention in the first place!
Here are a few tips to help you do it:
Use Smart Design
The quicker your readers can get information, the better. Design your print ads so that the eyes can easily move from one element to the next. Make it easy for your prospects to make the decision they want to find out more about your offer.
To do this, leverage the power of the inverted pyramid. Make sure you put your most important information at the top (or in the forefront), then trickle down to the least important information.
To figure out which information should be included, answer six basic questions: Who? What? When? Where? Why? How?
Make it Readable
Know what will make readers ignore your ad? If they feel they need to struggle to read it. Use clean type face that’s easy for the eyes to scan. Less is more in this scenario. The fewer words your prospect have to read the more quickly they’ll be able to determine if your offer relates to their needs.
Keep it Consistent
When it comes to visual design, using the same fonts, colors and element styles will make it easy for your prospects to move through your ad because they won’t be forced to learn something new visually.
Make it Interactive and Engaging
People assume print ads and print collateral are boring compared to digital ads, but that does not have to be the case. Touch is one of the most satisfying sensory experiences, so use it to your advantage. Engage readers in this medium by using different textures, glosses or finishes that stand out and hold their attention.
If you’ve been struggling to create print ads that capture and hold your prospects’ attention, we can help. Get in touch with us and we’ll help you design ads that make an impact on your audience and your bottom line!