There I was, scrolling through Facebook, when an ad caught my eye. An incredible paradise awaited to satiate my aspirational hunger. But when I clicked, I was very disappointed to find that I couldn’t actually read all of this egotistical rant about Monaco. Luckily, I’m not a billionaire and I have free time to read the black text on the black background for you: “SWISS is the preferred carrier to Monaco from North America in 2017, and this partnership is built around shared core beliefs- namely, a commitment to delivering a high-quality product with excellent service and a focus on sustainability.”
I’m glad no other airlines have a commitment to delivering a high-quality product with excellent service. And I’m sure that as an airline your commitment to sustainability is really drawing in the “cares about the environment but also doesn’t mind expanding their carbon footprint by 1000x to fly halfway around the world to Monaco for some reason” market. At least they’re specific about who they’re trying to market to: people who have impeccable eyesight and more money than brains.
There’s more to the campaign than just this screenshot too; it was like a whole book about the excellence of Monaco.
- There’s no value to the reader in a multi-page description of your… I’m not even sure exactly what they’re trying to market. Monaco? SWISS air? Helicopters? It isn’t clear, but it doesn’t matter. There’s no idea implanted in the customer’s mind, there’s no value added, and they can’t even read the damn thing anyway.
- If you have the same message as everyone, you have no message (seriously, google “where business meets pleasure Monaco”).
- If you’re going to put black text over your multi-colored background, at least don’t overlay it also on the word “Accessibility”.