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Sonoma Family Life Magazine

Ad Design: 3 Easy Steps

Aug 08, 2011 12:00AM

Ad Design in 3 Steps

1. Visual Attracts the Most Attention!

Visuals draw attention and make your ad design  more attractive. Research indicates that 70% of people will only look at the visual in an ad, whereas only 30% will read the headline. So if you use a visual, then you’re already talking to twice as many people as you otherwise might.

Your customers relate to realistic photographs more easily than unrealistic ones. Use photographs instead of illustration to create greater impact.

2. Copy Delivers Your Message—Make it Compelling!

These 4 Types of Copy help to make your pitch stronger by sending a complete message.

  • Headline: Should always be short, snappy and touchy to make your target customers laugh, curious or think. Read by 30%
  • Subhead: If you have lots of copy, break it up with interesting subheads; this will make your ad more inviting, organized, and easier to read. Read by 15%
  • Signature: This is where the name of your organization, along with the address and phone number is placed. Read by 10%
  • Body Copy: Must be clear, precise and honest, also remember to include compelling arguments and persuasive facts. Read by 5%

3. Layout Makes it Interesting!

Here are some critical must do's for layout.

  • Simplify: Put large picture at the top, a headline under or over the visual, body copy in two or three lines, logo and address in the bottom right-hand corner
  • Focus: Create a central focus where the eyes have a tendency to concentrate
  • Hierarchy: Make a clear path for the eye to follow from upper left to lower right
  • Use White Space: Leave white spaces or breathing room to add emphasis.
  • Consistency: Use similar graphic design and patterns through body copy

And some more fine-tuning tips.

  • Proportion: Create emphasis through proportion, important ideas or figures should be emphasized
  • Use Balance: Create symmetrical and asymmetrical balance within a design
  • Contrast: Use contrasting sizes, shapes, lines and figures to create tension
  • Proximity: Grouping objects in a recognizable patter creates relation between those objects
  • Anchoring: Place details such as ordering info the corners and bottoms of ads so they’re visually heavier
  • Frame: Give your ad a frame to draw attention, invoking the illusion of depth and enhancing your message's importance
  • Light to Dark: Use different shades of color to create illusion of light, catching the eye and generating more interest
  • Variety: Spice up the design with something unique