In the world of rentals, where competition for attention is at its peak, standard phrases no longer work. The modern tenant is looking for emotion, the feeling that the ad is addressed specifically to him. The secret of success lies in micro-copywriting – the ability to create small text accents that build trust even before the moment of booking.
Features of compilation
The visual component plays no less a role in this process than the meaning of the words. Using unique visual techniques, such as kawaii fonts (minimalistic handwritten fonts with rounded shapes), allows you to highlight the key points of the ad, making it look like a personal note rather than a dry list of services from a receipt.
To make an ad personal, you need to shift the focus from the characteristics of the object to the use case).
This is achieved through the introduction of specific details:
- Names instead of impersonal instructions.
- Local insights.
- Offer details.
Tone of communication. Avoid bureaucratic language, use words that serve as markers of personal communication.
Ad aesthetics
Text is not only meaning, but also form. In the era of digital noise, the user’s brain automatically filters strict grotesques (Arial, Helvetica) as advertising noise. To break through this filter, it’s worth turning to the aesthetics of cute, soft shapes. This is where kawaii fonts come to the rescue.
The term kawaii itself is translated from Japanese as “cute”, “lovely”. In typography, this is expressed through the absence of sharp corners, smooth lines, slight slope and increased height of lowercase letters. The use of such fonts in the design of an ad card gives a powerful psychological effect:
- Reducing barriers. Round shapes are perceived by the psyche as safe and friendly. The ad ceases to look like a legal contract and begins to resemble a page from a personal diary or a postcard.
- Focusing attention. If it is better to leave the main characteristics in a standard clear font for easy reading, then emotional blocks can be drawn up in handwriting.
- Creating a brand that will unite your objects. This makes the ad stand out among thousands of identical ones.
It is important to maintain balance. All text typed in a fancy font will become unreadable. The effect of novelty will work if you use such typefaces specifically: to highlight quotes, to sign a name at the end of a description, or to design other details.
The combination of sincere, caring text and soft visuals works wonders.
