Create a screen message people can read

Make one idea the starting point

Choose the thought you want someone to remember. “Dinner nearby,” “a local experience” or “a service worth knowing about” gives the creative a clear purpose. A list of everything your business does is hard to turn into a quick screen message.

Write the headline first, then decide what supporting information makes it useful. Keep the full menu, service list or event program on the destination page.

Give the eye a clear route

Arrange the message so a visitor can quickly identify the business, understand the headline and find the action. Use size and spacing to give the main idea more emphasis than supporting detail.

Business name, headline and action are three different jobs. Give each room to work — the creative studio keeps them as separate fields for that reason.

Review the message in its setting

Look at the creative at a realistic size. Consider the screen orientation, the light in the room and how far away the visitor stands. A design that's clear on a desktop monitor may need changes on a kiosk.

Use strong text contrast and readable type. Keep important information away from the edges. Final pixel dimensions and file formats come from your confirmed placement.

Choose a destination that finishes the thought

A menu message should reach the menu. An event message should reach event information. The landing page should work well on a phone and give the visitor the next useful piece of information.

Where a QR destination is supported, test the code from the actual artwork. Confirm the target URL and any tracking approach.

Review the offer before artwork is final

Check the business identity, spelling, contact details, dates, price claims and offer conditions. Make sure the message suits the host setting. Agree on who approves the creative and how later changes are requested.