Designing Ads? Remember the Reader


By Jon Sinish

When you are creating advertising design for the newspaper, magazine or direct mail, what do you think might be one of the most important considerations?

If you answered readability, congratulate yourself! Fancy graphics may get the ad noticed, but readers must be able physically to read the words. This elementary concept sounds simple enough, yet is often ignored. If they can't read it, they can't understand enough about your offer to respond.

With today's sophisticated and virtually unlimited graphic computer options, it is easy for the graphic design advertising person to get sidetracked into believing what is on the screen looks like a true work of art!

Here are some advertising design questions to ask:

1. Want your ad to look different? Examine a few past issues of the publication where your ad will be appearing. Often publications create ads themselves ("pub-set") and they can tend to look similar. See if you can spot them. Then try to develop a graphic look different than the other ads. Set your ad apart by using a different type face family that is easily read.

2. Is the advertisement legible? In their desire to be different and stylish, some of todays' magazines make reading difficult.

Here are some common problems. White type on a light pastel background. Or light pastel type on a slightly darker background of the same color. Or colors that don't contrast well when viewed in black and white, such as dark forest green type printed on a background of fire engine red.

It is better to go for the headline in big, lighter type against a much darker background.

3. Trying to cram too much information into a small space? One of the big problems is trying to fit too many words and concepts into a small space.

Here is where small space is actually your friend. It forces you (or the writer) to break down your ideas into simple words and simple concepts. Bear in mind that the goal of many advertisements is to solicit an inquiry, not to tell the entire story.

Often readers look to the details to figure out if they want to act. The type showing those details should be large enough to see and comprehend, even for those who have trouble with their vision. Type in color really needs to be 10 point, if not 11 to be read by the entire population.

With black and white newspaper ads, it is possible to use typefaces as small as 8 point because their comprehension is made easier by black type on newsprint. In magazines, black type as small as 4 points (on a white background) has been used. The clarity is astounding, but many people need a magnifying glass!

In conclusion, ignoring these three considerations can spell disaster for the reader who is trying to understand the advertising message. Good advertising design creates graphic effects that enhance the writers' words and contribute to the overall success of the ad.

More Resources

Can I Write and Print My Own Business Brochures and Business Cards?
If you have a computer and a printer, preferably one that can print in color, then you can make your own brochures and business cards that are very professional-looking! Be sure to use good quality paper (that is available at any office supplies store like Office Depot or Staples) for anything that you are going to hand out or send to potential customers and clients.Writing Text for Your Brochure and Business CardThe very best thing to do is to get a few examples of business brochures and business cards, preferably from the same type of business as the business you are starting.
Moving Message Board
Moving message boards are used in the areas where continuous announcements, or other information are need to be displayed in to either indoor or outdoor. Used most widely in churches, schools, airports, other transport stations, banks, production and administration department of organization as marquee information billboards.
What Is Most Important - Copy Or Pic?
When, some little time ago now, I first descended upon the advertising scene, we were a good deal more concerned than most people seem to be today about the nature of the business we found ourselves in. We were always holding debates - in the saloon bar of the Coach & Horses in New Bond Street, to be tiresomely precise - about the meaning of advertising, the significance of advertising, and the past, present and future of advertising.
Advertising Inserts
One of the best and easiest ways to advertise without having to worry about shelf life of those who would most likely use your services or buy the products from your small business is to use inserts in your local newspaper. A marketing piece might also be to insert our flyers in the daily newspaper.
Trade Writing - For Cash!
Often considered as "plain Jane's" of the print world, trade magazines prove that there is more to a market than just a pretty face.Trade magazines are written for a specialized audience and typically focus on one specific area or industry.
Advertising Costs Getting Too High?
Everyone knows that advertising is essential to growing a business. One problem that small business owners have always faced is the high cost of marketing.
Free Publicity With Dogs, Cats, and Rats
Here's a fascinating idea..
What Happened? Troubleshooting Poor Response from Ad Campaigns
Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong.
The Benefits of Specific Advertising
The great Claude Hopkins (Author of Scientific Advertising) once said, "Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever.
If You Lost 70% of Your New Customers, Would You Notice?
Buyers Don't Rely on the Yellow Pages Like They Used toCustomers' buying behavior has changed - for good. If your business depends on most categories in the Yellow Pages to attract new customers, you've probably seen a decline.
The Future of Voiceovers: Hold Your Tongue...Possibly Forever
"Do we need to cast a voice-over talent for this project?"That's a valid question any producer might ask when creating an advertisement, corporate audio-video presentation, video game, etc. Of course, the answer depends on what elements the producer and client feel will best communicate with the audience.
Lamination of Signs
I suspect that everyone has an idea of what lamination is even if you have only seen it in passing. Restaurant menus are a common example.
How To Tell If An Advertisement Costs Too Much
People say it all the time: "This advertising costs too much!" They practically go into cardiac arrest when they see how much the advertising for certain media in certain markets is going to cost them. It is pretty easy to get sticker shock when you see that a sixty-second radio commercial on a popular Los Angeles station could cost you a thousand bucks.
6 Must-Have Elements of a Powerful Brochure
Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.
Localized Advertising - Door-to-Door Ad Distribution on the Fly!
Have you ever had to distribute door-hanger advertisements for your business? Have you ever employed door-to-door sales techniques to increase your brand awareness?
Creativity and Getting Outside of the Box
Sitting in front of a blank piece of paper? Wondering where in the world to start? I have a suggestion. Turn the page upside down.
How to Make a Fortune from Unique Resistance-free Advertising
One of the most powerful offers you can use in your advertising is the word Free.But, you may well ask? how can I make a profit giving my products and services away without charging for them?Which is the exact reason why you need to understand the 'LVC Formula' which stands for the Lifetime Value of a Client!Here's how it works.
Advertising Through Moms
Moms have a very powerful influence on what their families eat, drink, wear, do, and buy. Moms are not only the driving force behind their families, but also the economy.
How To Make Your Resource Box Sell
Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website.
Advertising Headlines and How to Write Them
1. Attract prospects with your headlineUse your headline as a flag to attract readers who are interested in your product.

More Advertising Information:

Related Articles

Marketing Lessons I Learned in Chicago this Week...
I was in the fine city of Chicago this week to speak at a marketing conference. And I learned some interesting things: 1 - Traffic in Chicago is much worse than the allegedly bad traffic in Atlanta where I live.
The Truth in Advertising
Most of us have seen at least a dozen different toothpaste commercials that claim, "Three out of four dentists recommend..
How To Write Really Good Ads
All sales begin with some form of advertising. To build sales,this advertising must be seen or heard by potential buyers, andcause them to react to the advertising in some way.
How To Create Instantly Compelling Ads Every Time
Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears.
Radio Advertising - Is it for Your Business? - More Small Business Power Tools
If you're a typical small business, you've probably been approached by at least several different radio station sales representatives. In most cases, he or she comes armed with all the latest rating information demonstrating, beyond the shadow of a doubt, that his or her station is number one among just the kind of people who would buy your products or services.
The Online Equivalent of an Effective Newspaper Advertisement is FREE
Ask anybody who has been in business for a long enough and they will tell you how newspaper advertisements have for decades helped to build countless small businesses.The advantages of a newspaper advertisement are many, but what has attracted small business entrepreneurs for decades is the speed at which a struggling entrepreneur (short of funds as many starting small businesses always are, and looking for customers fast) is able to get a very quick response.
The Secrets To Successful Radio Advertising
Ask some businesses about radio advertising and they'll tell you it's the greatest investment they ever made while others will tell you it was a complete waste of time and money. So why does radio work for some and not for others? What's the secret to successful radio advertising?Know this: Radio can be a major player in your advertising mix if you know how to do it and I'm about to give you the secrets to successful radio advertising so read on.
What Is Most Important - Copy Or Pic?
When, some little time ago now, I first descended upon the advertising scene, we were a good deal more concerned than most people seem to be today about the nature of the business we found ourselves in. We were always holding debates - in the saloon bar of the Coach & Horses in New Bond Street, to be tiresomely precise - about the meaning of advertising, the significance of advertising, and the past, present and future of advertising.
Advertising For The Long Haul and Not the Short Term Gains
New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing.
Create Your Own Business Cards, Part 2
This is the second part of creating your own business card. If you missed the first one, let me know: mailto:webmistress@janes-place.
What Makes Advertising Successful?
MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD: 1. PERSUASIVE SELLING COPY.
What the Newspaper Ad Person Won't Tell You
Newspapers are considered the PRIMARY advertisingmedium by 99.4% of all retailers.
Not Another Calendar! - Choose Advertising Specialties That Sell
As I was searching through a kitchen drawer the other day, I found dozens of pens, pencils, letter openers, sticky-note pads, oversized paper clips, rulers, dental floss, calendars, magnets, whatsits and thing-a-ma-bobs, each with the name of a business on the front. In looking through my "collection" I discovered some things I love and use and others that I can't imagine why I picked them up.
Whats The Frequency?
The more things change, some say, the more things stay the same. When it comes to marketing, I tend to agree.
Change, or Reinforce?
Do you know about the distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the presentation, and perhaps even the medium.
Cinema Advertising is Big Business, So Mergers are a Natural
Cinema advertising has always been an effective marketing tool for some advertisers, while for others they have yet to see the benefit of this unique form of media. When an advertiser hears the term "Cinema Advertising" automatically they think the slide that is shown on the big screen with the soothing music played in the background.
Cross Cultural Advertising
"Culture is a like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something,"Hans Magnus Enzensberger.Culture affects everything we do.
Is Advertising Art?
Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little grasshopper? My sleep has been short, my walls have been climbed, my hair has been pulled.
Grab Your Share of Untold Amounts of Advertising Dollars
If you advertise in any way, the following information could show you how to find and utilize untold advertising dollars you may not be aware of.In the mid 80's I was an account executive for a radio station located in Santa Rosa, California.
How To Write More Powerful Brochures, Leaflets, And Catalogues
Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention.