Majority Strategies has led the political advertising industry for nearly two decades.
We are continually pushing the envelope (pun intended), building upon our solid foundation of print design and production while bringing our experience with precise data targeting and creative persuasion to a new emerging medium – mobile.
Designing targeted mobile ads that fit in the palm of your hand is wildly different from designing voter contact mail that fits in your mailbox.
In this edition of #AskaDesigner, we asked our creative team,
“What is the difference between designing for print and mobile?”
“Viewer interaction. As I’m designing, I constantly think of how the user will interact with the ad. Placing the ‘Tap Here’ button near the bottom of the screen so that the user’s thumb can easily reach it is very important – but obviously not a concern when designing print pieces.”
“To fit on a small mobile screen, a more limited color palette and quick animations are used to keep the file size small. A good ad grabs the user’s attention … a great ad holds it.”
Voter contact mail, on the other hand, provide more space for text and images, but presents its own unique set of challenges.
“For print pieces, you have one chance to deliver a strong, clear message. There’s no opportunity to “click here” or “learn more” or watch a video.”
“Mail pieces require higher resolution photos. Most pictures that look clear on a phone screen will appear grainy and low quality when stretched onto a larger mail piece.”
Voter contact mail will always be one of the most effective means of targeting voters and delivering a memorable message, but mobile use is undeniably on the rise.
With Americans glued to their mobile devices from sunup to sundown and every moment in between, any campaign that is serious about winning will need to embrace both mail and targeted mobile advertising in their plans and budgets.
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