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 todays’ 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...
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