Digital Creative Guidelines

Keep it simple

SIMPLIFY

Is your idea focused on one key message? Less is always more to capture your audience’s attention.

IDENTIFY

Is the product clearly visible and can you easily see the advertiser’s name and logo.

AVOID CLUTTER

Try to use either a website or a phone number to avoid clutter and make it easier for consumers to read.

Copy

KEEP COPY SHORT

Are the words short, so the message is easily absorbed? Try to keep copy under 10 words.

IS IT READABLE?

Is the copy legible, even while moving? Have you used bold, non-serif fonts?

USE SIMPLE FONTS

Avoid decorative, italic or thin serif fonts – they can be hard to read when viewed at a distance.

ILLUSTRATIONS, COLOUR & TESTING

DON'T BE AFRAID OF COLOUR

● Are your colours bold and contrasting? Do they have impact?

● Think of selecting colours that are different in both hue and value, such as a yellow background with black writing, or a white background with black writing.

● Avoid combining complementary colours, such as red and green, their similar colour values can make words unreadable from a distance

● Uses images to convey a message such as a great product shot – bold images capture attention.

TEST YOUR DESIGN

● View your creative for 5 seconds. If you can’t read the entire message in those 5 seconds, your audience won’t be able to either.

● Now view your design from a distance; can it be easily read from 4-5 metres away?