Jan 25, 2007

I'm thinking Arby's ... wasn't thinking

Visual communication requires attention to layout, among other things. I don’t know how many people looked at this poster, displayed in the window of an Arby’s restaurant, but none of them were thinking. It matters where you put the words. Does Arby’s only want me to think of them for a limited time only? I rest my case.

Before you display, print or send -- read what you’ve written. It’s not lean if you sabotage your own communication goal.

3 comments:

Joe said...

Great photos, Karen. You are wise to have a camera with you...perhaps a camera phone??

One key to words is to focus on how the customer will react...not on how the writer will react. I'm guessing the writer was concerned to make sure that someone didn't think this was a "forever" offer. In the shortsightedness, he/she undercut the Brand image.

That said, I'm also surprised it got through all the various reviews that must have gone on. Did no one question it? Did no one "pull the cord"?

Many lessons here...

Chuck said...

That's how I think Arbys - for a limited time only. Usually when they run the commercial with the water skiers 43 times during one TV show.

Karen Wilhelm said...

My experience is that the value stream breaks between the writer and the graphic artist. The writer doesn't bother to create a "writer's rough" layout to the artist, and the artist believes that the words and the point of the company's advertising is "not my job." Then maybe the disclaimer was added at the last minute - wonder if the ad had to be reviewed by the legal department.

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