Recommendations For Designing An Effective LED Sign

As we have already commented on some occasion, the advantages of LED billboards , as well as other similar advertising supports, are almost impossible to list: savings, durability, more options for personalizing the message…. Now, for this resource to be effective, you should not miss these recommendations to design an LED sign.

Despite the fact that digital advertising does not have the limitations of static advertising, you must follow a series of guidelines when creating your messages and claims. Here are some pointers.

Go to your buyer persona

Although there are those who prefer to speak of a target audience, in the world of marketing there is an increasing tendency to use the term buyer persona, or ideal customer (s), when referring to those people who want to impact through an advertising action. To achieve this, the message must be thought ad hoc, analyzing which of their needs and interests can move them to buy the advertised product and not another similar one. Based on them, the LED sign and its contents must be designed.

Herein lies precisely one of the most common mistakes in a marketing strategy : wanting to reach everyone, thus neglecting those potential consumers who are more likely to bet on the advertiser’s proposals. The result is perfectly summed up by this saying: whoever embraces too little presses

Take care of the message to the maximum

Despite the fact that the graphic aspects tend to be more attractive from a visual point of view, the text is what will provide the specific coordinates of the product or service that is being advertised. In addition to offering clear and direct textual information, another variable is necessary for it to be effective: for the recipient to remember it. According to a recent study, a person receives on average around 3,000 advertising stimuli per day . Taking this data into account, it is evident that it is not easy to stand out in this chaotic jungle of inputs.

In any case, that does not mean that it is impossible. To be successful, you must answer the basic questions about the product — what it is, what it is for, where it is bought, for how long, etc. — stick to the three maxims of communication — clarity, simplicity and brevity. -and wrap everything with a touch of originality. As we have already addressed this question, here we summarize how to create an effective outdoor advertising message .

Pay attention to the typography used on your LED sign

A priori, the choice of typeface may seem merely an aesthetic matter. However, we assure you that this is not the case. For example, dry stick or sans-serif letters — that is, without end caps — is easier to read. An aspect that must be considered obligatorily, and more if we choose to include moving images in the luminous sign.

… And spelling

Although it is possible that an ax or a tick of more or less does not alter the understanding of the message, we cannot say that the brand image is immune to this type of skidding. An advertising message not only conveys information about products and services, but also about the way a company works and its business culture. Therefore, a misspelling can be interpreted by those who see the LED sign as a symptom of sloppiness and little concern for small details. A very bad news, no doubt, if what is intended is that the person who sees the advertising sign or luminous sign reaches the end of the purchase cycle. An investment in this aspect will never be a waste of money.

Play with the psychology of color

In other posts, we have talked about the psychology of color , understood as the effects that certain shades exert not only on the recipient’s state of mind, but also on their actions. Let’s look at an example: according to research, when someone eats on a plate whose colors are similar to the food it contains, they serve up to 30% larger portions, compared to those who use dishes whose color contrasts with the of the food.

This explains why it is advisable to pay attention to the colors used and how they are combined with each other, in order to achieve a greater predisposition for the buyer person to act according to the commercial objectives of the advertising company. This is definitely another recommendation to design an LED sign that should not be overlooked. Of course, in lettering, it’s also helpful to keep visibility and aesthetic effect in mind.

Use impact images

Returning to the avalanche of advertising claims to which users are constantly subjected, it is not surprising that it is increasingly difficult to capture the attention of passers-by who have already seen almost everything. Also here, originality will be the best asset to attract your interest. All this without losing sight of the fact that moving images are more effective than static images . Take advantage of this LED perimeter advertising systems advantage over conventional signage! And if you want to get it right or wrong, don’t miss these tips to create an impact video .

Pay attention to the visual hierarchy of the design

As important as the elements of the message is the hierarchy of the design , that is: the relationship that is established between the text and the images that compose it. One of the ways of defining it is through the dimensions of the different elements — the larger they are, the more relevant they will be for the recipients — and through their scale , which is the size in relation to the rest of the elements of the ad.

Thus, if what you are interested in highlighting is the price of the product, try to enhance its importance by using large numbers, which may even compete with the image of the product or service on sale. On the other hand, if what you really want is to show a commercial novelty, the photograph of the article in question must take center stage.

Don’t forget to include your brand

It is no secret to anyone that products tend to increasingly resemble each other , as companies tend to imitate those that work best. A good proof of this can be found in pay-TV and on-demand television platforms, or in the benefits of smartphones.

For those who view your LED sign to be clear to whom this commercial offer corresponds, try to make your business brand —formed by the symbol and logo— appear on the LED sign. Does your company not yet have yours? So, check out these tips to create a good logo .

Too many recommendations for designing an effective LED sign? In that case, we can help you, since we have a creativity department that will be able to advise you or even take on this role so that you can focus on the day-to-day running of your business. Let us take care of the content for your lighting claims and get ready to further optimize your budget.