It seems our almost daily challenge is dealing with information overload. And I am not just talking about the email in-box. We find it is customers who want to put too much information on their vehicles or banners.
Most of the time, once we have done our version of the artwork and compare it to their suggestion, the customer sees the benefits of 'less is more'. But cutting the number of words is not the only tool in producing effective 'drive by' advertising design. Most readers need to get the essential message in just two to three seconds, so we need to look at shape, and tonal variation, and the clever use of colour blocking.
After all, vehicles and banners are all about getting the customer to do something. Pick up the phone, or look at a website. No further education needed.
Which one do you find easier to read?
Just glance, don't study!
This Is Too Much Information