PRINT FOCUS – Advertising Effect

Standing too close to something prevents you from seeing it properly. This principle applies literally as well as figuratively.  We cannot see all of a large object if we have it pressing against out face; we cannot see an overall pattern if we concentrate on the details; we cannot really get an appreciation of something we have been involved with unless we have some perspective away from the thing itself. These last two points are the most pertinent to advertising.

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When we design anything visual we must look at how the elements combine to give an overall effect. Each detail is often important, but how they combine is more important. The overall effect must be coherent, unless there is some appropriate reason to use incoherence. And the overall tone must work for what we are trying to convey, or in this case sell. This is looking at the overall pattern.


The second point is finding if the overall pattern is working for the audience. It can be hard to see what the audience is seeing if we are too close to our own work. We know what we intended when we created the piece, but is the audience seeing what we intended? Sometimes we need to take time away from a project to see it with neutral eyes.


Exhibition Booth Displays Sydney

There is no one principle for an effective Exhibition Display, except perhaps the meta-principle of having a display that works for the company. And even then there will be a context. Your display will often be amongst many other displays. It might stand out in one situation and be lost in another. Unfortunately, we need to take a little trial and error into our design concepts here, and modify this year’s model I light of last year’s success.


Pop Up Exhibition Displays Sydney

Pop Up displays are convenient, and if they are custom designed they make a company look serious. If there are regular events than is pays to have a custom display. Make sure all the promotional material with the display works coherently with the Display Booth itself.


Pull up Banners Sydney

Pull up banners are not especially pricy, but find uses outside stores, at conventions, or in any situation where we want to direct potential clients towards our business. They are easily stored when not needed.

Outdoor Sign Advice






We encounter a lot of advertising throughout our daily lives. It is hard not to tune it out, and it is hard for individual adverts to stand out amid the competition. Small business just starting out have a difficult time getting noticed. At least part of this can be rectified by making sure that signs and advertisements are well designed.

1 – Many customers of many different backgrounds will very briefly see you sign. Make sure they can take it all in, or at least take in the main message in, with that very brief glance.

2 – Proper design is crucial if the sign is to be effective. Less is more. Don’t crowd a sign with text if the viewer only gets a brief glance through a passing car. Text might work in some other situation, but never with a brief glance.

3 – Appreciate the principle of ‘first read’. Is there a focal point that conveys your message at a glance?

4 – The first impression of the sign should be the type of first impression you want for your company.

5 –Signs are more than just props. Many sales are impulse purchases. A good design may or may not cost more than a poor one, but it will be more effective and get those impulse customers.

6 – Look at colours and exactly what it is you are selling. Either do a lot of research on the effectiveness of colour combinations, and how they are appropriate for your product(s), or go by your intuition.

7- The rule about overcrowding applies double to the background. Most details are a distraction, so eliminate them.


Banner Shop Sydney

A banner must be brief, and direct the customer to the actual retail shop.


Posters Sydney

A poster can work by supplying a visual focal point that draws interested customers in for more details. Magazine advertising works in a similar way.


Stickers Sydney

Like a small scale version of a poster a sticker can draw people in with a focal point, and then supply some more details.

Adverting Sign Advice

Advertising needs to effectively tell people about your products and services. The method for doing this varies with the medium, but there are patterns within each medium and some overall advice that applies to all advertising.

  • Brevity and conciseness – Perhaps the common feature of all good advertising- conveying the essential information in as little space as possible.

Many people or different ages and cultural backgrounds will see your sign. They might see it day or night, from a moving vehicle or while partly distracted. If the sign cannot be grasped in one glance the effect is lost. Convey only what you need to get the customer’s attention. They might come in closer for more information, like a phone number, but unless you catch their attention they won’t come that far.

  • Less-is-More – You don’t want to cut down on what you have to say, not if it is essential information. The idea is to convey more information with less space. Use colour, image, space, 3D design and text to show what might take many pages of words to explain.
  • Appreciate First Focus What first draws somebody’s attention to a sign? If it is the company logo you are probably on the right track. Else, the point the customer sees first should be the point you want to convey.
  • Impressions- People will judge your company on its external appearance, which includes your advertising and signs. This can work even if they do not know your line of business; the sign can look formal, light-hearted or serious. Have a sign design that instantansously shows the type of attitude you want your company to live up to, and then fulfil the customer’s expectations.
  • Originallity – No formula will work for originality. But we do know that overfamiliar sights tends to get overlooked. If your advertising campaign looks like a street sign or safety warning you will probably not be noticed, unless you happen to have a product and a context that suits this.


Pull-up Banners Sydney

The ultimate in convenience and storage, these are large enough to make an impression, and fold up to a package that can be carried under one arm.


Posters Sydney         

You can say a little more with a poster than you can with other mediums. As long as the poster can have an overall effect that a viewer takes in a glance it is acceptable to have more information available on closer inspection.


Stickers Sydney        

Stickers really do have a minimal amount of space. Use a sticker to convey a logo and a slogan; apart from contact details they cannot carry too much more. This can be an advantage- the minimal information can have a sense of mystery, and the viewer might want to know more.


Marquees Sydney     

The size of a marquee does make a bold statement, but do not be tempted to make things too elaborate. Big and bold are better served with minimal text, and everything else conveyed with logos and the right colours. Despite the space this is not the place for elaborate details.

Dr Decal Mr Hyde – Popular Decals


The most popular places for decals are:

  • Plastic models decals- Planes, model trains and automobiles.
  • Music instruments and their cases – guitar decals with musical or animated images.
  • Windows- anything image works here. And it’s safer because we know there is glass.
  • Pottery – actually, this is where decals started.
  • Cupboards walls and baby rooms. Alphabet learning or cartoon characters.
  • Cars – why not let the exterior reflect your inner fantasy. Or show there is a child on board.

The Most popular decals to use:

  • Cartoon images – there’s a million characters, you are bound to identify with one.
  • Quotes from any source. Remind yourself of your mission statement, or be comical.
  • Realistic waterslide decals for model kits.
  • Any cultural icon, real or fictional; Che Guevara to the Simpsons
  • Flowers, birds, bears or anything cute
  • Landmarks – from the Eiffel tower Stonehenge.
  • Famous paintings
  • Religious symbols
  • Geometric patterns

Modern printing services can provide customer decals in any form. Any image that can be shown on a computer screen can be printed in inkjet decal paper or waterslide decal paper.