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Q. How Do I Design a Good Ad?
From Jacci Howard Bear,
All the rules of good page layout apply to ads as well as to
other types of documents. However, there are some generally accepted practices
that apply quite specifically to good advertising design.
A. The goal of most advertising is to get people to take
some type of action. How elements of an ad are placed on the page can help
accomplish that goal. Try one or more of these layout ideas for a better ad.
- Ogilvy Layout
Research indicates that readers typically look at Visual, Caption,
Headline, Copy, and Signature (Advertisers name, contact information) in
that order. Following this basic arrangement in an ad is called the Ogilvy
after advertising expert David Ogilvy who used this layout formula for
some of his most successful ads.
- Z Layout
Mentally impose the letter Z or a backwards S on the page. Place important
items or those you want the reader to see first along the top of the Z.
The eye normally follows the path of the Z, so place your "call to
action" at the end of the Z.
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This arrangement coincides nicely
with the Ogilvy layout where the visual and/or headline occupy the top
of the Z and the Signature with call to action are at the end of the Z.
- Single Visual Layout
Although it is possible to use multiple illustrations in a single advertisement,
one of the simplest and perhaps most powerful layouts use one strong
visual combined with a strong (usually short) headline plus additional
text.
- Illustrated Layout
Use photos or other illustrations in an ad to:
- show the product in use
- show the results of using the product or service
- illustrate complicated concepts or technical issues
- grab attention through humor, size, dramatic content
- Top Heavy Layout
Lead the reader's eye by placing the image in the upper half to two-thirds
of the space or on the left side of the space, with a strong headline
before or after the visual, and then the supporting text.
- Upside Down Layout
If an ad is well-designed, it will look just as good upside down. So,
turn it upside down, hold it out at arm's length, and see if the arrangement
looks good.
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