As an example of designing a marketing package to work across print and web, take the ‘Cruiser Cashback’ promotion Graphic Media recently designed for Kawasaki Motors Australia. As with many of the promotions we develop for Kawasaki, this needed to work as a fully detailed magazine advertisement and A2 poster and then be adapted across variously-sized website banners.

The challenge with the smaller web banners is of course working out how much information can (and must) be sacrificed while still retaining the gist of the message. You see it’s not just the area of the web banner that’s limiting – even with today’s higher broadband speeds many commercial websites set prohibitively small file size limits on their advertising space, so even if you can physically fit an extra word on your banner, the extra few kilobytes it adds might push you over the limit!

So, rather than try to convey the whole story, our goal is simply to say enough to ‘make them click’ … and once you’ve landed the viewer on your own web page you can go into the detail you need to.