Print adverts can seem out of vogue nowadays when digital is everywhere, but when done well it can have the biggest impact. According to a recent study, the key to creating a successful print advert is:
One of the most enduring images from World War 1 is the recruitment poster of Lord Kitchener entitled ‘Your County Needs You’. First published by London Opinion during the war, the poster has become a residing image in the public in association with the war (although it was never officially used as a government poster). The powerful use of the eye contact and finger pointing, paired with the headline which appeals to self-interest and a sense of duty ticks all of the boxes of how to create a compelling piece of print advertising.
A more recent example of creative and effective print adverts would be McDonald’s. Over recent years McDonald’s have perfected the use of simple imaginative images to market their brand. Their simplistic design for their offer of free wifi brilliantly uses the fast food images to create the universal wifi symbol, tying the promotion in with their brand.
Whilst they are effective in their own rights, print ads can also be effective combined with other formats for a combined campaign. The Metro Trains video ‘Dumb Ways to Die’ was incredibly popular online, viewed over 93 million times on YouTube, and their print ads tied in perfectly with the theme and content of the video. Tapping into the success of the video, the ads portray the memorable scenes from the campaign with lyrics from the catchy song, using the popularity and originality of the video to create minimalistic posters which relate to train safety without directly referencing the incidents.