Project Leonardo

Is the creative important? Yes it is!

The more you like an ad, the more likely you are to remember it. We looked at research for 60 Bus campaigns, to see if there was a relationship between what people thought of the creative, and whether they could remember seeing the Bus ad. Not surprisingly, there was.

Project Leonardo provides us with definitive proof that the creative is, indeed, very important in driving ad recall. Two aspects of the creative are especially important: being clearly branded, and being easy to read.

Here’s the lowdown:

Clearly branded:

Research has shown that there is a correlation between ads that are rated as being 'clearly branded’ by respondents, and their ability to recall having seen the advertising

• Recall for well-branded posters was 44%
• Recall for poorly-branded posters was 30%

Easy to read:

Research has shown that legibility is a key factor in creating impact. Respondents remember ads if they think they are ‘easy to read’

• Recall for easy-to-read posters was 44%
• Recall for difficult-to-read posters was 30%

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Clear Branding

Clear branding ensures the message is easily seen and consumers can put the ad into context straight away.

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Large Text & Few Words

Large text and few words ensures that the ad message can be read quickly and easily by the mobile consumer whilst also ensuring the captive message stands out.

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Good Colour Usage

Easy to overlook, but a good use of colour, such as white text on a black background, ensures that the consumers eye can easily read the ad message.

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Download Presentation

Download the PowerPoint version of the Project Leonardo presentation. This includes all important stats, images and charts.

Based on research for 60 advertising campaigns. Conducted by Clark Chapman Research, 2002-2003