It’s rare I embed media from other websites (such as YouTube) unless it adds visual strength to my post… and such is the case for this Grays Harbor Raceway write-up. Being something of a racing fan (but not a fanatic), I want to share a quick glimpse of what formulates the excitement for the majority of spectators. In the first 30 seconds of the above Sprint Car race, you’ll most likely cringe, but not look away. Half the fun of this sport is watching the flips, twists and bounces these little winged cars (and their drivers) endure on the dirt. It’s not just about the loud roars, the cheering crowds, beer and hot dogs… it’s also about an entire stadium holding their breath (all at once) as they hope for the best when they watch the worst crash of the day. Once you go to a Sprint Car race, pick your “winning” car and you’ll find yourself cheering until the moment that checkered flag stops waving. So back to my point of this post. I was asked to design a full page program ad for Little Creek Casino Resort as they are the official sponsor of the ASCS National Sprint Dirt Series at the Grays Harbor Raceway July 15th, 16th and 17th. The intent of the below creative was not to take on a look that reflected all the glory of the sport of racing, but to feature the casino’s elegance and excitement. There was no need to have the graphic design try to compete with the fast-paced action that’s happening on the track. If you are in need of some heart-pounding, crowd-pleasing advertising, graphic design or photography, please contact me, Erik Eikenberry at Erik Paul Artistic Communication… and let’s get started today!
Grays Harbor Raceway “Full Page Program Ad” – Designed by Erik Eikenberry
Back in January I mentioned in my post “They Call ‘Em Proof Of Performance Shots” that usually outdoor advertising companies will provide “proof of performance” (POP) photos of client specific units. As a graphic designer and a photographer, I prefer POP photos (of my work) to be decent or at least fair quality… well, that post basically was explaining good quality POP photos don’t happen very often. In my post “Bus Ads Are Far From Fancy Photos” I pretty much justify why a lot of the bus ad photos are fairly hard to get (or to get safely). Well, I finally got a good photo of one of my favorite outdoor ads I have done. If you visit my blog much you’ve seen the campaign on one medium or another. It is the Power To The Player campaign for Little Creek Casino Resort. The message is strong and the creative’s boldness supports that message… I was able to stick to my own advise I gave in my post “The Great Outdoor Rule of Thumb,” (three elements and one supporting visual graphic). I feel that the previous picture I posted of the 14×48 Bulletin unit in Lacey (on Carpenter & Martin) did not do the billboard unit, or graphic design, justice.This image is what I was provide by Clear Channel and the below image is one I went out and photographed. I suppose because it’s one of my favorite outdoor ads, I wanted to share a better quality picture than what had been provide. If it’s time to improve on your advertising, graphic design or photography performance, please contact me, Erik Eikenberry at Erik Paul Artistic Communication… and let’s get started today!
“Power To The Player” Graphic Design by Erik Eikenberry
This isn’t about camping, eating pine cones or fleeing from bears; this is about another type of outdoor that can be just as unpredictable… outdoor advertising. Outdoor advertising, or just Outdoor, is a fancy name the industry lumps together for advertising space on billboards, buses, transit units, tall walls, benches, kiosks, etc… any medium that is “outdoors.”Having been deeply rooted in the outdoor advertising industry I like to point out some characteristics of what makes for good Outdoor.Very often an outdoor ad is overlooked or indecipherable because it’s cluttered by graphic elements or is too text intensive or the font isn’t able to be read due to font selection, size, color, distance from the viewer… the reasons go on and on. This sadly happens all the time… for the amount of money being spent on each outdoor advertising unit, it’s smart to have the most effective message that utilizes the most pertinent elements to convey the meaning. I don’t like to say this as a graphic designer and an artist, but sometimes “pretty” Outdoor doesn’t make for effective advertising. These are powerful mediums and in people’s faces, but if there is no pop or punch, then “pretty” becomes pretty ineffective. Obviously the intent is to make effective ads that are as well visually engaging… that’s great Outdoor!
So what is this rule of thumb? Three seconds, three elements! Actually it’s a few different rules rolled into one thumb. Always take into consideration that your audience might only have a few seconds to glance at your outdoor ad. Three seconds is a good rule of thumb as the viewer is usually anticipated to be the driver. They are inundated with so much sensory information that three seconds is the best “worst case scenario.” Of course this will vary depending if the unit has a strong read at a stop light or if the read is hindered by obstructions such as trees or traffic. The more obstructions there are, the smaller the window of impact (or absorption opportunity). Consider the road speed: is the read from a freeway or on a 35mph road? 20 feet off the road or 200 feet? Assess the frequency the medium is repeatedly seen, the sun light direction, shadows, which side of the road, etc! The most important portion of the rule of thumb is the amount of elements in the advertisement… again three is a great rule of thumb. This is by far the hardest rule to respect and the easiest to dismiss. Some people will say to use the “who, what and where principle” to determine ad elements, but Outdoor strength comes by determining the “who, what, where, when and why.” Then, from those five principles, any three relevant ones should be used to convey the most important information.Outdoor mediums are not brochures, nor webpages, so the content should not be intensive as such. Three seconds, three elements… that sums up “The Great Outdoor Rule of Thumb.” If anything, it’s logical to just put your business name (or logo), your message (consisting of very few words) and your contact information (nowadays just a url is sufficient). Smart advertising in general never uses one medium to sustain a product, service, event or experience,each medium available is an ancillary of the other. If you are successful in composing with three elements, lastly consider a supporting visual element. This is optional and if unnecessary… leave it out. Nothing distracts a message easier than a busy graphic or a photograph in need of being deciphered (with only three seconds to do so). Inversely, sometimes nothing compliments a message like a simple graphic or “instantly understood” photograph. Last rule of the thumb, before the creative is sent off for installation and posting, step back from your outdoor ad and view it from at least 10 to 15 feet… if you can’t read the elements on the monitor (or printed out and hung on the wall) that’s a good indication your ad won’t read on the street. If you have the option or ability, photoshop it (or mock it up) onto a photograph of the location (click here for an example). Try to ride the location if possible to see the unit before purchasing the space… take in all the surroundings; traffic (amount of/lack of), lighting, obstructions, distance (at what point can you read the content and from how far away). If you’d like to discuss ways to further maximize and best utilize your outdoor advertising and advertisements, please contact me, Erik Eikenberry… and let’s get started today!
Grays Harbor Raceway “Full Page Program Ad” – Designed by Erik Eikenberry
This isn’t about camping, eating pine cones or fleeing from bears; this is about another type of outdoor that can be just as unpredictable… outdoor advertising. Outdoor advertising, or just Outdoor, is a fancy name the industry lumps together for advertising space on billboards, buses, transit units, tall walls, benches, kiosks, etc… any medium that is “outdoors.” Having been deeply rooted in the outdoor advertising industry I like to point out some characteristics of what makes for good Outdoor. Very often an outdoor ad is overlooked or indecipherable because it’s cluttered by graphic elements or is too text intensive or the font isn’t able to be read due to font selection, size, color, distance from the viewer… the reasons go on and on. This sadly happens all the time… for the amount of money being spent on each outdoor advertising unit, it’s smart to have the most effective message that utilizes the most pertinent elements to convey the meaning. I don’t like to say this as a graphic designer and an artist, but sometimes “pretty” Outdoor doesn’t make for effective advertising. These are powerful mediums and in people’s faces, but if there is no pop or punch, then “pretty” becomes pretty ineffective. Obviously the intent is to make effective ads that are as well visually engaging… that’s great Outdoor!