Advertisement Design TIPS
Try not to use "all-caps" in headings. They are hard to read and their
added work to be understood many times "fogs" the meaning of the
sentence. One or two "zap" words in "caps" are fine, but using bold
lettering works better.
Don't do an "all black" ad. For effective results, the maximum space
allowed for "black" is up to a quarter of your ad to be in reverse
print. The reasoning is that a reverse ad not only disrupts the smooth
flow of the reader's eyes from one ad to the next, it's starkness
usually works against you - just as having spotlights on every single
actor on stage makes it almost impossible for an audience to remain
focused on the flow of the story. Your ad is "seen" but it's message is
star-bursts and other such clutter which takes attention away from the illustration and what you are selling.
Whenever possible, use serif typestyles which appear far friendlier
than the san-serif styles. They are also easier to read. Serif
typestyle have an up sweep and down sweep stroke on each letter leading
the eye from one letter and word to the other. Sans serif styles have
no such "eye helper" strokes and require additional concentration to
read. That additional "work" of reading results in less comprehension
of what you're offering - thus less ad results.
This is "empty space" in an ad which helps trick the eye into resting
it's focus there. This is why ads with the FEWEST WORDS work the best -
they can't help but stick out. As such, the worst thing you can do to
your ad is "filling up the available space with everything you think
the customer should know. Keep it simple. Concentrate on a single
"feature product or service", using strong short words to describe it,
and the illustration to sell the personality of who's offering it.
Other features can be used in future ads, but if you just have to
include a second or third feature, put them (small print) in the "Added
information" section of the ad with the words "ask about our..." using
as few words as possible.
When choosing illustrations, they can be on the left side, top or
bottom,and some of the most effective illustrations are those "just
coming into the picture" (a delivery truck caught in mid-drive through
the ad so only the front half is seen, or back half is seen. Such
illustrations are also especially effective for car dealers for
example, who don't want to rest their business's personality on one
particular type of car. Also, when choosing illustrations, try to get
"action" shots - a motorcycle rider wildly turning in midair as opposed
to a standing shot of the motorcycle itself. Sell the "sizzle" - not a
raw steak on a plastic tray!
If your ad has an offer with an expiry date, make sure you have a
schedule of ad changes arranged ahead of time so your ad will never run
with an expired date. It's up to you to 'keep track', unless you
specifically request a reminder phone call - to change your ad.
When you want to make an ad change, your basic ad format
should remain the same to keep adding to the residual ad results. As
such, only the heading and sub-heads should change. Unlike other
publications, the weekly rotations of Coffee News ads keep your ad
"continually" current, so ad changes themselves are only of benefit
when a "seasonal sale" requires a new offer. ( If for
example, can generate just 5% compounding residual value per ad, your
52nd ad will theoretically bring you 12 TIMES what your first ad did.
When you completely change your ad, you start again almost from scratch
to start building your "new personality" and residue value.
compounding residue value of the 4th week of advertising is 1.2155
almost 25% more results than the 1st ad. The 12th week equals 1.7959 -
almost 80% more results than the 1st ad. The longer the ad runs, the
more compounded residue, which ALSO transfers to other media - at a
substantially smaller price tag.