"Outdoor: It's not a medium, It's an extra large"
| 1. Branding is vitally important for effective impact and in many cases, seems to be more important than weight of spend. However, only about one in three campaigns could be classified as well-branded! Tesco, below, is a good example of a well branded poster. |  |
| 2. Colour - The use of colourful executions tends to be associated with better Liking scores and to reinforce branding and recall, probably because it makes the execution more eye-catching. Contrasting colours also help standout. |  |
| 3. Humour - It is thought that Humour or Wordplay could increase impact through the high levels of involvement created. |  |
| 4. Legibility - Unsurprisingly, good copy legibility tends to result in improved impact due to good clarity of communication. Illegible copy will tend to result in people 'switching off'. |  |
| 5. Use of animals - The use of people or animals tends to increase Liking and to produce higher overall impact. However brand attribution does not increase in line with recognition - this may signify that you have to be careful not to 'vamp' the execution. Undoubtedly, the 'soft and fluffy' factor can have a significant effect on recognition and attribution. |  |
| 6. Use of brand icon - a brand icon tends to impact quite heavily on recognition and attribution, particularly when the icon is used across other media, as in the case of BT's ET character. |  |