A few weeks back, a gentleman walked into our shop and was interested in getting t-shirts designed and printed for his business. We listened as he began sharing with us his ideas. He pulled out a piece of paper from his pocket and as he unfolded the paper we noticed it wasn’t just one sheet but 5 sheets of paper, full of text.
We continued to listen to the gentleman as he explained every detail and all the content he wanted on his t-shirt design. After about 15 minutes, we had a clear understanding of the design in entirety - one color, full front print with about 1,000 words of content. At this point, we were trying to determine the best way to share with him that 1,000 words is not going to fit on a bath robe, let alone the idea of it fitting on a t-shirt.
If a customer at 2 The Tee Outfitters starts going down a similar path to the one illustrated above, we lean on The Billboard Effect Analogy to politely encourage the business owner to focus on the most important information that they want their potential clients to remember.
Listed below is an example of the Billboard Effect Analogy we use and how it typically plays out in a dialogue.
2 The Tee Outfitters: When your driving down the road and pass a billboard how often do you remember that company’s address?
Business Owner: Never.
2 The Tee Outfitters: How about their phone number?
Business Owner: Never.
2 The Tee Outfitters: Ever catch their email address?
Business Owner: Can’t say that I have.
2 The Tee Outfitters: What do you remember from a billboard?
Business Owner: I typically remember who they are and what they do.
2 The Tee Outfitters: Do you think billboards are effective? If so, why?
Business Owner: Yes. Because if I want to know more I just Google them.
2 The Tee Outfitters: Let’s take that same approach to your t-shirt design.
A t-shirt design for a business should work exactly like a billboard, share with the potential customers who you are and what you do because this is a branding play and you only have a split second of there attention. The potential customer can always Google you later to visit your website and find a phone number or look at reviews.
K.I.S.S! It may be an old saying but it’s as relevant as ever! Have you ever seen someone write down a business name on a gum wrapper while driving down the highway? Have you ever seen someone ask you to stop and read every line on your t-shirt?
Listed below are the best practice elements we use when assisting in the t-shirt design process for a business.
2. Tag Line
3. Competitive Advantage
Ready to design your next project? Call us today!