‘Less is more’ in the airport as well as online
Polly Becker’s piece yesterday on The Wall (‘Clutter is killing digital media’ – http://bit.ly/KxQcUO) was an interesting read and one recounting lessons which I think are relevant across all media, not just online.
It’s true that there is nothing worse than trying to navigate around a site’s content and being thwarted at every turn by ads shoehorned into every available space. It is also true that undiscerning ad content on a site you’ve turned to for specific information or advice will make you question the validity of what that site may say, even if just subconsciously.
But it isn’t just online where decluttering leads to a much more positive impression of advertiser and location. That same statement could actually have been written about one of the oldest advertising media as well as the newest. I’m talking about posters. Decluttering is exactly what JCDecaux Airport undertook across its entire media portfolio in 2010, with exactly the same positive effects.
Working with our airport partners we stripped out underperforming panels, replacing them with enhanced opportunities to deliver cut-through, stand-out and engagement to entice advertisers hesitant to commit money to the medium. Our complex panel and screen portfolio was rationalised, and each item defined as either Impact (dominant and iconic), Broadcast (immersive and ubiquitous), or Touch (interactive). The use of panel identification numbers was banned, and instead sites across the whole portfolio were given descriptive, consistent names. This has led to a media portfolio of stunning static and digital sites like those illustrated here.
We called this idea ‘Less is More’ and it was a bold strategy, but it led to less visual noise, which in turn led to less confusion and a more positive, engaged public and advertiser base. Our sleeker, easier to navigate portfolio delighted our airport partners and our advertisers, enhanced the airport passenger experience, and delivered the results we had hoped for – which are perfectly encapsulated by the key findings related in the article.
So, for me, decluttering is essential if advertising campaigns in any medium are to deliver their true potential and keep clients spending in these challenging economic times.