Do
you often see print advertisements outdoors, as much as you see Web
advertisements when you surf through the Web? I’m pretty sure that you
have entirely different views and reactions upon seeing and actually
taking notice to these two different kinds of advertising. The
differences may vary in their use of color, typefaces, and space.
Whatever
else the difference is between Print Ads and Web Ads, many would still
prefer the traditional print advertisements in order to promote their
business, products or services. Not all people have access to the Web,
such that Print Ads are still widely used and appreciated. It is also
practical for a short-term marketing plan or strategy.
Do you
know what makes successful print advertisements? Here are several
useful things to remember if you are launching a Print Ad:
* Take advantage of a small space by not crowding too much information
into it. Leave a white space which can actually lead your reader to the
important information.
* Ads with large
photos or illustrations of merchandise get higher readership and
appreciation than those with small illustrations or no art.
* People do not actually read your copy, but take a look at your
visuals. Thus, make your photographs or illustration occupy at least
half of your entire Ad.
* You must know now
how your readers read, so that you could strategically place your
content and not be left unread.
* Typography is an important key to
effective communication.
In
your print ads’ headlines, avoid all capital letters. Our eyes and
brains are conditioned to identify lower case letters and words.
Letters and words in lower cases may just be glanced over, but with
full comprehension since people are familiar with them. People also
tend to read words by the shape of the word and not by reading
individual letters thus, your print ads’ words must be of a distinctive
shape.
* Your print ads must be consistent
with important information placed where readers would expect to see it.
Consistency is an important aspect of your print ad since most readers
must be exposed to it seven times before they notice it or take action
on it. Your ad must have consistency in:
- Logo
- Color
- Typography
- Margins
and borders
- Layout
- Spacing
- Photographs
and captions
* You must also be consistent in your
page lay out and other design elements like contrast, balance, etc.
* On top of everything else, you have to make sure that your print ad
communicates the main point of your advertisement – the main attraction
and the necessary information for your prospective clients.
For
your print ads to turn out successfully, you must have at least a
single great idea, on top of several good ideas. Remember, there’s a
world of difference between a great idea and a good idea.
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