White seems like a neutral color that shouldn’t bother anyone. For example, I wouldn’t imagine a background of any other color in the catalog photos. While white may seem like a simple and safe choice in any advertisement, there are subtle issues behind it that can make the advertisement unnoticeable or even distracting. Let’s enter the colorful world to find out why white backgrounds are avoided on digital posters!
CEO of Linna Ekraanid OÜ, a company engaged in digital outdoor advertising Mihkel Luksi states that using a white background on a large surface should be avoided, as it begins to compete with other design elements and text. “To display the color white, all LEDs turn on at the maximum brightness level. It overloads the screen and reduces the contrast of text and design elements,” explains Luks. This, in turn, can impact the overall visual quality and attractiveness of the ad.
The difference is especially noticeable in sunlight. Since light reflects best from a light surface, an ad with a white background can be downright blinding in the sun, and not in a good way. If your ad makes you squint, the person will most likely look away. “During brighter seasons, a light background is much less visible than a colored background,” Luks also confirms.
Linna director Ekranide warns that, in the worst case scenario, an advertisement with a white background can have a dangerous effect. “A large difference in background colors when advertising clips change can create a dangerous traffic situation: the so-called flashing effect occurs. Therefore, the digital poster must not have background changes with a high contrast or color difference,” explains Luks. The digital poster displayed on external screens must be designed in such a way as not to disturb or mislead the road user. Therefore, flashing, flashing, fast-moving or intentionally surprising animations/effects/elements on the design are not permitted.
On the other hand, everything touches on the topic of energy saving. As already mentioned, to display the white color, all LEDs are turned on at the maximum brightness level. So a white background requires more energy, especially if the screen is large and constantly lit. It makes more sense to use a darker wallpaper, which is not only cheaper, but also easier on the eye and less distracting, especially at night.
Mihkel Luks, CEO of Linna Ekraanide. Photo: Hendrik Osula
What color to use in advertising if white is “cancelled”?
The choice of color to use in advertising depends on several factors, including brand identity, target audience and the message of the ad. However, there are some general tips that can help you create more visually engaging and effective ads:
- Dark tones: By using dark tones like deep blue, emerald green or dark brown, you can create contrasting and eye-catching ads. These shades can be attractive and at the same time maintain good visibility in different light conditions.
- Contrasting bright colors: Bright colors like red, orange or yellow can stand out well. However, care must be taken not to create a combination that is too bright, which can be distracting.
- Dark pastels: Such as dark pink, deep purple, or dark blue can give an ad a softer look while maintaining visibility.
It is worth making trial versions of different color combinations and testing their effectiveness on the target group. It is also important to consider the color combinations of the elements displayed in the ad (text, images, logo) to ensure visual unity and clarity.
Overall, darker backgrounds are often more effective in outdoor advertising because they allow for better visibility in different lighting conditions, help maintain contrast and are more energy efficient. Of course, specific recommendations may vary depending on specific conditions such as location, lighting conditions and screen specifications.
Mihkel Luks, director of Linna Ekranite, says that good advertising should be recognizable in addition to readability. “To achieve this, you should follow the principle “the less, the better” – focus only on the important and leave out the superfluous, and emphasize the message using a contrasting background,” he gives good advice. The display of the brand throughout the commercial also helps to confirm the advertising message. Find out more on Linna Ekranide’s website!
2023-12-12 07:00:00
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