1. Put your attention getting message in the second quarter down
the page. This is consistently the place where people look first.
2. If you are going to use a picture, place it in the top quarter
of the page, above the headline.
3. Every advertisement should use the AIDCA structure; Attention
getting message | Interest | Desire | Conviction | Action
4. For a one page brochure stick to the AIDCA formula above. Make
a concise selling story.
5. If the boss insists on a multi-page glossy brochure make sure
the front page includes the strongest customer benefit; and not
the company logo and meaningless picture.
6. Typefaces: The use of a Serif typeface in your advertisement
stresses the horizontal direction which helps people to read more
easily.
7. Typefaces: The use of a Sans Serif typeface exhibits a strong
clean cut appearance in an advertisement, suitable for short text
elements.
8. Stick to one Serif and one Sans Serif typeface per document.
Sans Serif for headlines and Serif for the main text. Using a
Sans Serif typeface for main text can reduce readability by up to
50%.
9. Do not use italics for a large text block. Difficult to read
and again will reduce readability by up to 50%.
10. Do not use italics for emphasis in your advertisement. Use
bold. Italics are OK for short individual phrases.
11. Keep underlining to a minimum. It is difficult to read if
used on more than a word or two. If needed for emphasis, use bold
instead.
12. For the average reader a 10 point type is about right for the
main text in an advertisement.
13. For older readers consider using 12 point type.
14. Advertisement headlines: For maximum impact use a Sans Serif
typeface such as Helvetica or a Serif typeface such as Times
Roman for a more elegant look.
15. Keep headings with 'all capitals' to a minimum. Longer
headlines using 'all capitals' are difficult to read.
16. Don't use more than two levels of headings or sub-headings.
Any more than that just confuses the reader.
17. For narrow columns of text use the 'justified text' property;
where it is flush to the left and right hand edges. Use a Serif
typeface for this in your advertisement.
18. For single columns of text use the use the 'justified text'
property; where it is flush to the left edge and jagged to the
right hand edge. It has gaps at the end of each line.
19. Let your words breath. Make sure you leave enough 'white
space' around your text. That is, leave plenty of room in
between your phrases and sentences.
20. Maintain consistency on your products. Don't keep chopping
and changing the layout for your advertisements or brochure.
21. Use of pictures can increase the response of a promotion by
50%. Make sure they are relevant. Use a photo of the product in
action.
22. The use of graphs, charts and diagrams in your advertisement
will assist in selling if they demonstrate customer benefits.
23. Use cartoons with caution. Don't get gimmicky. If a photo
would be better, then use that.
24. If appropriate for your product or service, use before and
after photos. They do work in advertisements and brochures.
There you have it! 24 Tips to help you to produce the best advertisement layout and get you more sales.
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