How Images Can Make or Break Your Ad

How Images Can Make or Break Your AdBy Dawn Berryman

So, you’ve purchased advertising and you need to provide an image, or have one created. How important is the image you use? Very!! Whether you purchased an ad in print, or online, the visual aspect is very important, critical even.

Especially, if you’re advertising online, you want something that will make them click! We all want to avoid spending money on an ineffective ad. So, here are four tips to help ensure that the images you use will improve your ad, not hinder it.

1. Stay true to your brand

When it comes to marketing, I can never stress consistency enough. The ultimate goal of strong branding is to characterize your business enough so that potential customers recognize it immediately. This means being consistent with a logo, color palate, taglines, fonts and more. So, when considering what image to use in your latest ad campaign, be sure to take into consideration your branding efforts. When designing ads, be sure they look similar to your previous ones. Always incorporate standard elements of your brand; whether that is your logo, a photo of your store, or another familiar image.

2. Product placement

Oftentimes, it’s appropriate to use a product image in your ad. This is especially appropriate if you’re launching a new product line, or having a sale on specific items. You want your potential customers to SEE what you want them to buy. Consider using product images in your advertising that are popular sellers. Use items that are visually attractive, colorful and attention grabbing. Always use your own product images, not stock photography or something similar to what you offer. You want to give an accurate, truthful picture of what customers can expect when they shop with you.

3. Proportion

Always keep in mind the final size of your ad. If you are advertising in print, keep in mind that you’ll need to send a larger, high resolution file. You don’t want your ad to appear pixilated or distorted. Graphic designers cannot fix a low resolution, poor quality image. Also, if your ad is smaller or will appear online, keep that in mind too. Don’t submit an image with text overlay that won’t be able to be read in final publication. And, if you use a product image in your ad, make sure it’s large enough to be visible. For instance, a 125 x 125 pixel button ad is a fairly standard online ad size. But, it is relatively small, too small for much text. You don’t want your ad to be difficult to read, or it will be passed right over because people won’t know what it’s trying to offer.

4. Follow instructions

Lastly, and maybe most importantly, follow instructions. Generally, when you purchase any type of ad, the publication will respond with the ad specifications. They will request specific sizes and sometimes certain file types or color formats. Always follow these instructions! Oftentimes sites or publications cannot or will not publish ads that do not meet their specifications. You will save a lot of time and headache if you submit correct materials the first time. If you don’t, you risk the chance of them publishing an ad that reflects poorly on your business.

Dawn Berryman is the founder of and Market Mommy:: The Blog, online marketing resources for mom entrepreneurs. Market Mommy shows moms how and where to market their businesses. She holds a B.A. from Indiana University and has worked in the marketing/communications field for more than 11 years. She resides in rural Ohio with her husband and three children. For more information, please see: Market Mommy.

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