Friday Fix #3

When placing an ad in a local publication, smaller companies often leave much of the design work in the hands of the publication's on-staff graphic artist.

This is so because smaller companies can't afford to keep staffed an in-house advertising team of their own; by outsourcing the work they are afforded two irresistable benefits:

1. Increased convenience. 2. Decreased price.

However, a problem exists.

Graphic artists aren't aware of the psychology that must be threaded through every ad; they enjoy a proclivity for ads that are "pretty" rather than ads that sell you a service or move products off the shelves.

Another problem that goes along with contracting the work of a graphic artist wearing an advertiser's hat: the ad misses key points that wouldn't be overlooked by a person making sure of more than just the right typeface.

This brings us to today's Friday Fix, or that of a current Smart System Plus ad.

Have a look:

(-) The Cons.

[1] Instantly, one notices that the logo in the top-left corner is hard to decipher. The way the text has been stacked, the company name reads, "Plus Smart Systems." Only once the website's URL is read on the bottom of the ad, does one realize that this isn't the case and that the company is Smart System Plus.

[2] The ad lacks any semblance of a headline or statement of purpose other than "Bundle these products & save!" Images alone are not enough to hook the reader.

[3] The ad appears with white text on a black background. Readership suffers when this occurs.

[4] Three images appear as the ad's focal point(s). Unfortunately, two of the smaller images weren't sized correctly and appear severely compressed.

(+) The Pros.

[1] The ad isn't saturated by text copy or special offers. It's mildly attractive and laid out well.

[2] The various services offered by the company are presented in an orderly list; easy to read.

[3] There's a hint at a call to action: "For more informaiton or a free estimate call ..."

(-/+) Overall.

Not a total fixer-upper, but certain elements are lacking. This type of ad would do well with before and after shots and a testimonial or two from a satisfied (or repeat) customer. Smart Systems Plus should have traveled the, "Need Extra Space?" avenue. Headlines work. Ask newspaper editors.