Posts in category: Marketing

Choosing the right font decides the fate of logo design, so it is extremely important to have a good command of the basics of type design. The logo should be as simple as possible and at the same time convey a certain meaning. To achieve this, the designer must consider all aspects of the logo design with fonts.

Don’t use too many fonts or weights (maximum two). Don’t use standard, weird, too narrow fonts. Pay attention to the character spacing, set spacing, size, and most importantly – choose a font that is suitable for the logo in a particular project.

BAD CHOICE OF FONT

As we wrote in the previous point, the choice of font decides the fate of the entire design. The selection of the font can sometimes take no less time than the creation of the logo image itself, and haste is not justified here.

I suggest taking your time to consider all the font options that could be used in a particular project, then narrow down their circle and check how well each of them fits with the image. Don’t be discouraged by the need to buy a custom font, modify an existing one, or even create your own. Also, don’t forget that the logo font should fit in with the entire brand identity and be compatible with other fonts and designs.

TOO DIFFICULT, TOO ABSTRACT

Simple logos are easier to remember because they are easier to recognize. However, they are well remembered and differ from others only by those logos that have some unique properties but are not overloaded with unnecessary details.

Due to the simplicity of execution, the logo becomes not only memorable but also multifunctional, retaining all its functions when used on various information resources, materials, and means. For example, a logo must remain effective on both postage-stamp-sized media and stand-sized media. An overly abstract logo is also not worth making.

CALCULATION FOR SPECIAL EFFECTS OR COLOR

If a logo needs color or special effects to be effective, then it’s not an effective logo. To avoid this trap, first, make the logo in black and white and only then add effects or color. This will allow you to focus on form and meaning, rather than effects. Avoid using drop shadows, embossing, and other layer styles to “shine” your logo – a good logo will catch attention on its own. You can also work on different versions of the logo to make sure it looks equally effective in both color and neutral gray.

USING RASTER IMAGES

When creating a logo, you should use programs for working with vector images, such as Adobe Illustrator, so that later, if necessary, the logo can be resized without loss of quality and used on various information resources and materials. Because a vector image is made up of mathematical points, it remains accurate and consistent no matter where and at what size it is used. A bitmap (made up of pixels, such as an image in Adobe Photoshop) is not scalable, which means that it cannot be used to apply a large image. For this reason, we recommend using vector image software to create logos.

USING THE MONOGRAM

Another common mistake of amateur designers is an attempt to create a monogram from the initial letters of the company name (for example, they will try to write B and H in the Bob’s Hardware logo). While this may seem like a good option at first glance, in reality, it turns out that it is not so easy to build trust with the audience or convey the desired meaning through the initial letters of words. Of course, nothing prevents you from trying this approach, but don’t stop there, unless you manage to create a truly original, creative, and memorable image that reflects the company’s mission. The names of the companies HP, FedEx, IBM, GM were not originally acronyms, they began to be used in abbreviated form only after many years of work and gaining a stable reputation.

Advertising that causes strong emotions increases sales by 20%. But today it’s quite difficult to choose the right way of effective advertising. We are overloaded with information. The number of media sources is breaking records. The average person watches television five and a half hours a day. Two and a half more – listening to the radio. We spend 2 hours using smartphones, 2 more – looking at the laptop screen. Add to this list of other gadgets, and it turns out that we have been interacting with the media for more than twelve hours. And we are constantly in touch with advertising.

Nowadays radio, television, and the Internet constantly steal information from each other. But even the lack of uniqueness does not cancel the fact that people began to interact more actively with the media. And, contrary to popular belief, they began to trust television advertising more. Especially compared to advertising on the Internet.

The world of modern media is extremely complex and diverse. It is important to determine the target audience and the right presentation. And no matter how advertising is impressive from a technical point of view, it’s the idea is in the first place.

Why advertising sometimes doesn’t work

Advertising is everywhere. To be noticed, the concept must be thought out to the smallest detail, because usually, advertising is perceived by the background (have you heard about ‘banner blindness’?) and it is harder for it to reach the audience.

Samyrial also recommends: What’s wrong with TikTok?

What is the basis of strong advertising? And how does it interact with the buyer?

The advertising industry has created dozens of assessment tools based on memorization, recognition, attention, intent, and the like. They help evaluate the impact of advertising on the audience and understand what works and what doesn’t. They are easy to measure and easy to interpret. This is important, but not enough – all the indicators that traditional marketing relies on do not reflect whether advertising establishes an emotional contact with a person.

Ad performance depends on emotions

Emotions are the cornerstone of advertising. There are dozens of theories about how it works, but most modern researchers agree on one thing: all our relationships with brands are based on emotions. And emotions govern both unconscious and conscious decisions, those that we weigh and think through well.

How long have you come across a movie with a simple melody that you couldn’t get rid of? Or did you notice an image that, it seemed, was not connected with the brand in any way, but then it was still strongly associated with it? Usually, such pictures, slogans, and melodies that get stuck in the memory testify to the effectiveness of advertising – but they hardly say anything about the qualities of the product itself. Remember that in most cases, people make a purchase decision not for rational reasons, but just like that. Instinctively, intuitively, spontaneously.

Researchers in the field of information security have found that several popular iOS applications, including the TikTok short video service, pull data from the device’s clipboard when starting up.

It was also revealed that they retrieve data from the buffer intentionally. It is also important that we are talking about sensitive data: logins/passwords from the password manager, wallet numbers, and other confidential information.

The mechanics of reading the buffer are also important. If it was previously reported that reading data from the buffer is performed each time the application is opened/launched, then recently it was revealed that this happens every time the user enters a space character, comma, or period. That is, reading the buffer happens almost in real-time when the device owner uses a smartphone.

Samyrial also recommends: How does contextual advertising work?

The strange behavior of applications, specifically TikTok, became known back in March. Then the developers pledged to correct the situation with the invasion of the user clipboard.

In fact, unscrupulous mobile developers would continue to collect data with impunity, if not for the new iOS 14 feature to combat popup ads and other ‘black’ mobile advertising techniques.

The strange behavior of iOS developers shows that we are rapidly moving to several major crises of the mobile segment. In particular, the society runs the risk of a systematic violation of confidentiality due to the desire to maximize monetization of the application where historically everything is “proprietary and fenced”. Downloading an application from AppStore has always been a guarantee for the user that “everything is clean” with him. Also, people are used to trusting brands and large networks.

Now we see that the Chinese TikTok, supported by Chinese capital, is rummaging through the buffer, and American television channels and popular games follow it quite a bit. Moreover, the problem has been known since March, but the application is still in the store, and the developers simply “promise to fix everything”, but not in a hurry.

Business owners want to increase sales and increase brand awareness. That is why they use contextual advertising, not fully understanding what its features, advantages, and disadvantages are.

Contextual advertising is a type of advertising on the Internet that effectively attracts interested buyers to your resource to increase sales. Advertising has many settings and allows you to choose the geography, ad serving time, interests, device targeting.

The results of using contextual advertising can be tracked after collecting primary analytics. The numbers will tell the truth about the impact of ads on the user. This means that you do not have to wait until your resource becomes popular or enters the TOP of search engines.

If you need to:

• quickly attract potential buyers;

• increase sales of specific goods or services;

• increase the number of repeat sales;

• increase recognition of the company or brand;

• quickly and effectively announce your startup,

then contextual advertising is your tool.

Contextual advertising has a positive effect on the organic issuance of a site in search engines, which is especially useful for young resources.

How does the system know what a person needs?

Anyone who is often interested in smartphones will see suggestions for a portable battery, headphones, and other mobile accessories. A visitor to accommodation booking sites – ads with recommendations on apartments, hotels for the requested location, and price range. Maybe, you noticed how long the ads Booking has been running after you when you were looking for a product or service on their sites.

Samyrial also recommends: How emotions in advertising affect sales

Types of contextual advertising

Text

Appears in the search results window after entering a query in the search bar and pressing the “find” button. For example, if you ask Google “buy furniture in Odessa”, then it will show several suitable ads over regular links. Text ads match the user’s request. The cost of a click on an ad depends on the position. The higher the bid, the more likely the position in the search results.

What affects the position of an ad in search results?

• bid value;

• Quality Score for your ad and landing page

• minimum ad rating;

• the expected effect of the selection of extensions and ad format.

This means that you can bypass competitors who bid higher if the advertising materials and keywords are more relevant to user requests.

The ad rating is recalculated every time an ad is allowed to run. Therefore, the position of the advertisement may vary depending on the level of competition at the time of the search, as well as on the conditions under which the user enters a search query. Ads may appear at the top and bottom of the search results page.

Here is a list of factors that make context ads different from SEO.

• You can take into account the region of residence of potential customers. When setting up contextual advertising, you can choose which residents of the area will display an ad. This is useful if you are focusing on specific regions.

• Quick effect. All types of contextual advertising lead to an operational effect: resource attendance grows almost immediately. SEO promotion takes much longer.

• Ability to work with NOT optimized sites. It is not necessary to optimize the site for search engines – the context acts on almost any resources, including non-indexed ones. But doing so is bad. Especially when the basket falls off and there is no “order” button on the site.

• Ability to track performance. You know exactly where and when potential customers came. Especially if you have set up call tracking.

• Many customization options. You decide what to say in the ad. You can select a description and specify the landing page to which the user lands when switching.

• An advertising campaign can be stopped and started.