Advertising poster planning and design guide

Good design can increase exposure, enhance corporate image and improve conversion.

Poster design is the last step in marketing implementation. It is crucial to the previous efforts. No matter how well a marketing plan is written, if the final design is not implemented well, the promotion effect will be greatly reduced.

However, many small and medium-sized enterprises cannot find good designers or cannot afford to hire designers, resulting in unsatisfactory results in implementation or even failure to implement the project.

The purpose of writing this article today is to share how to plan a sales-effective poster, and how to use online design tools to make a sales-effective poster if there is no designer.

There are a lot of examples in the article, and you can understand them at a glance. At the end of the article, there is a recommendation for a fool-proof online design tool, so you can do design with just a few clicks.

Summary of the main points of this article:

Two major misunderstandings in poster design

Purpose of Advertising

How to write a sales-effective slogan?

3 Examples of Promotional Poster Designs with Sales Power

01 Two major misunderstandings in poster design

1. You must use professional software to do design

In fact, there are many AI design tools available now that can be used for cutting out images, layout, etc. with just one click. Even without any design foundation, you can still complete a good design, which may even be better than many designs made on Taobao for 200 yuan.

2. Be creative

In fact, simple pictures can also have a very good effect. It is not only the creativity that leads to good communication effect. For small and medium-sized enterprises, the cost of creativity is too high. Instead of spending money on poster creativity, it is better to spend money on copywriting planning, which will have a better promotion effect. What we want is communication effect and the ability to sell goods, not creativity awards.

Let me show you a few subway posters and you’ll understand. A poster with sales power doesn’t actually need to be fancy or creative. A good slogan + product picture or spokesperson + an eye-catching background is enough.

02 What is the purpose of advertising?

Advertising is about spreading the word. It should not only be easy to spread, but also convenient for consumers to spread it on your behalf. To inform the audience widely is to tell them “who I am and why they should choose me/why they should buy me”.

To make it easy to spread, it must be simple enough. Only advertisements that can be remembered by people just by taking a quick glance at them have the power of communication and sales.

If you are too fancy and list more than a dozen selling points, I think few people will remember you, let alone help you spread the word. The promotion should have a focus, and give consumers a reason to buy from you in one sentence. Just like the posters above say “Talk to your boss when looking for a job” and “Eat fresh milk with your mouth”.

(Just take a look at the following two cases, whose ads can you understand?)

In addition to spreading the word, you also need to let consumers spread the word for you. Therefore, the slogan should be simple and catchy, like "charge for five minutes, talk for two hours", so that people will spread it.

I will not go into details here about how to find selling points and how to refine advertising slogans, as they have been clearly explained in this article I wrote: "Analysis of 12 Brand Case Studies: 6 "Golden Rules" of Core Selling Points and Selling Point Copywriting."

03 How to design a promotional poster

Next, I recommend 3 types of posters that can be made without a designer, which are the promotional methods used by big brands.

Poster style

If the company has a copywriter and the copywriter is relatively good, then it can directly use the big-character poster style with simple layout. There is no need for much creativity in the design, and the creativity lies in the copywriting.

The characteristic of this kind of poster is that it is mainly based on text layout, with important information in bold and large size, secondary information in small size, and then arranged in an orderly manner.

The premise of this type of poster is that the copy is interesting, and the copy is often presented in the form of self-deprecation, humor + selling points, etc.

In an age where advertisements are everywhere, consumers have become numb to them. Occasionally, making some fun and interesting advertisements unexpectedly will have a different effect, making the audience more receptive and stimulating their desire to spread the word on their own.

Product (spokesperson) + advertising slogan

A product picture or spokesperson, coupled with powerful sales copy, is a good advertisement. For example, the advertisements for "Drink Wanglaoji for a Lucky New Year", "Shell House Search", and "Fresh Milk to Eat with Your Mouth"

This series of posters generally includes three main aspects: a reason to buy, supporting points, and issuing instructions.

Reason for purchase: Just one sentence telling the audience why they choose you. For example, "Liby can remove oil and cleanse the body", "Drink Xiangpiaopiao when you feel hungry or sleepy", "Chew Yida after eating and drinking".

Support point: that is, endorsement, what are the advantages. For example, in the poster of "Wokang Milk Beans", the supporting point is that it is imported from New Zealand and is naturally high in protein and calcium.

Give instructions: What should the audience do next after seeing this poster?

Giving instructions can be reflected in advertising slogans, such as "Drink Wanglaoji for an auspicious new year" and "Take a box of Qia Qia home for the New Year." You can also give instructions in the poster, such as "Scan the code to take a taxi", "Put Tmall and JD search boxes in the poster", etc. These are all giving instructions to the audience, reminding the audience what to do next?

Scene diagram + copywriting

Take a picture of the scene or download a large picture from the material website, and add some text to make a very good promotional poster.

Because the scenes are closely related to people's lives, they look intimate and familiar. Such scene advertisements can resonate with the audience.

Scenario diagrams can be product scenarios, life scenarios, usage scenarios, fun and interesting scenarios, and positive energy scenario diagrams.

This type of poster is suitable for conveying corporate values, feelings, brand spirit, emotional appeals, etc.

Finally, let’s talk about how to design a poster without a designer.

First of all, this is not an advertisement, just a recommendation.

All you need here is "Kehua", an online design APP. There are many marketing material designs in it, such as logo design, poster design, roll-up banners, flyers, etc. In short, it can meet the basic design needs of the enterprise.

Choose a template you like, and then replace the text and pictures with your own. You can also cut out images with just one click, which is very convenient and the cutting technology is relatively mature.

I won’t introduce too much here. There are many such online design tools. A simple search on Baidu will yield many results. Some require membership, while some are free. You can choose one according to your company’s situation.

Summarize

This article mainly writes about how to plan a sales-effective advertisement: give consumers a reason to buy from you in one sentence + give consumers instructions.

And an explanation of three types of posters that can be completed without a designer.

Author: Zhou Enyong

Source: Zhou Enyong