- What makes a combo board work?
- One price, and a list of exactly what is in the box. Every argument at a counter about a deal is about inclusion, so the board's whole job is to answer it in four lines: two large pizzas, garlic bread, six wings, a bottle. Adding conditions in small print is what turns a clear offer into a suspicious one. If there is a genuine restriction, like classics only, it goes on the same slide in plain words.
- Should I show the saving as well as the price?
- Show the price. A saving figure invites arithmetic and a comparison to a number the customer cannot see, and in India a claim of that shape has to be substantiable before it is published. One number, which is what they will pay, is both simpler and safer. If the value is obvious from the contents, the contents are doing the work already.
- Does a light coloured board work on a TV?
- Yes, with two conditions. The type has to be genuinely dark on it, not mid grey, and the room must not be so bright that the panel cannot hold white. A cream board with near black type reads well indoors and is a relief among the dark boards everyone else runs. In a window in daylight, dark grounds still win.
- How long should a deal stay on the screen?
- As long as it is true, and not one day longer. The advantage a screen has over a printed board is that ending a promotion costs nothing, so the discipline that pays is deciding the end date when you build it. A deal that has been up for four months is not an offer, it is your price list.
