The DG Group Guide To Advertising

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Rule 4 Of 7 Rules To A Successful Print Advertising Campaign

(Article first published in Nov '07. It has been modified slightly to suit its publication on our site)

Print Advertising Layout - A Mystic Art Or Just Common Sense?

When creating an advert there are a few basic rules that when followed will help you to create ads (and even leaflet designs) that really stand out from the crowd.

Here are the simple basics:

ALWAYS use a professional designer
Most business owners simply don't have the skills or creative background required to allow them to create an effective ad design. So use a professional, but give them a very strong brief as to exactly what it is you want to achieve and how you want the ad to look.
Stick With Your Company Colours
Determine what colours should be used in your ads, and wherever possible match these to your company colours. Using the same colours in all future ads helps to create a brand identity.
Use An Eye-Catching Image
Always use an image at the top of your ad and try to make it as eye-catching a possible. Nobody is going to get excited about a picture of your building or team, so make it interesting. Additionally make sure it tells a story and is relevant to what you are offering.
Use A Strong Title.
Create a strong title that catches people's attention. Match it to the theme of your image and ad.
Don't Be Afraid Of White Space
Don't cram your ad full of text and images. Say what you have to say, but be concise. White space gets attention in a packed magazine or newspaper.
Company Name At The Bottom
Don't put your company name in large text at the top - That's just not important or interesting. Sell your product or service in the ad and then tuck your company name at the bottom.
Go With The Flow
We were all brought up to read from top left to bottom right and so we do this naturally even when perusing a page. Therefore make sure your ad flows in this direction. All the elements mentioned above should be laid out in your ad so that they are easy to follow and your eye doesn't have to jump around to take it all in. This means making sure you use only one or two fonts maximum and that your ad text is justified and not aligned left or right. Also your contact details and sign-off should be located bottom right.

In the next article we discuss how to write effective ad text.

Franco De Bonis has worked in the field of sales and marketing promotion since 1990 and was most recently the global marketing manager for a major international technology company before setting up DG Group in January 2007.

DG Group is dedicated to delivering all the marketing solutions any company may require. Whether it's a website or leaflets and brochures, or even some product packaging; DG Group will manage the whole project and even provide guidance along the way.

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