by Amy Phillips, Creative Director
It’s a problem that comes up in design 101, and is waged by art directors everywhere. The dilemma of whether to engage the audience or hit them over the head with a client’s logo has endured since David Ogilvy penned his first headline.
Clients who spend money on a web banner or TV commercial naturally want to get the most out of their ad dollars. But pushing the logo into someone’s face as often as a 30-second spot or a tile-sized Web banner will allow, isn’t really the best way to do it. Viewers are way too sophisticated for this tactic. And now they have technology to back them up. One click of the mouse or the remote control, and your logo and the rest of your message are history.
Unless you quickly establish why your ad is relevant to them, they’re unlikely to register anything else. Just think of it as the, what’s-in-it-for-me? syndrome. The people you’re trying to reach are caught up in their own lives. If at home, there are phones ringing, children crying, dinners boiling over and bills that need paying. At the office, things are even worse. Deadlines loom, sales goals beckon and bosses demand answers. “Now what were you trying to sell me?”
Please…do yourself and your company a very big favor. Don’t let all your hard work and good money go to waste on an audience that isn’t paying attention. Engage them first. Then they might even be interested in your logo.