Marketing that Commands Attention
Finding an effective way to grab the attention of your customers
can be a challenging task. According to the research conducted
by media specialist David Perry, the average person's attention
span is only about 15 seconds. So the real challenge is making
sure that your message can get their attention in a short amount
of time. A proven method to get someone's attention is to create
a message that has a great visual impact.
Rich, bold colors are a must when trying to create a significant
visual impact for your message. Color is one of the first
elements to draw in attention. With the advancements in today's
digital printing services, high quality color printing is
available for all types of media. Using vibrant photos for your
merchandising can give your signage a crisp look that is sure to
catch your customers' eyes.
Your color choices will also affect the impact of your message.
You want to ensure that the colors help to convey the message
you are sending while at the same time create an aesthetically
pleasing look. If your text becomes hidden in a sea of color,
you will have a difficult time getting customers to notice and
understand your message.
Another way to create visual appeal is to use a
multi-dimensional medium such as a die cut standee. Standees
have come a long way from their flat cardboard cut out
beginnings, and they can be used to promote almost anything.
They can easily be cut into any shape and can be made into 2 or
3 dimensional objects. Some printers design multilayered
standees that provide even more dimension. This added dimension
draws a lot more attention than a single dimension poster or
banner.
Since multi-dimensional media are usually free standing, they
also give your merchandising portability. This gives you the
freedom to position your display wherever your customer's line
of vision may be in order to grab their attention. The
portability of media leads to another significant element in
creating a visual impact, the placement of the message.
Strategic placement of your medium is important to keep in mind
when trying to communicate your message visually. If the
customer isn't likely to encounter the item, it is unlikely that
much impact will be made. To determine the best placement for
your signage you should walk through your business as a customer
and recognize the key areas in your line of sight. This way you
can identify the key real estate and place your merchandising in
those areas.
Remember to keep the customer's activities and focus in mind
when choosing areas for placement. You may look around the
entire store when deciding on placement, but whether or not a
customer will have that kind of focus is what is important. It
is also a good idea to consider the traffic in your store or
business during this time. Although you want your merchandising
to be noticed, you don't want it to be in a customer's way.
Even though you may only have a few seconds to make an
impression on your customers, it can be done if you carefully
consider the color, dimension, and strategic placement of your
message. Just remember to keep the customer's focus in mind when
creating a visual message to ensure that it is noticed.