Advertising in the Local Newspapers. Part 4.
Design and Layout.
In this post I'll be highlighting some points to think about when designing and laying out a newspaper advertisement.
White space
Most local papers are extremely text heavy. Not just the editorial, but most of the other ads too.
Most local papers are extremely text heavy. Not just the editorial, but most of the other ads too.
Readers' eyes are unconsciously looking for a rest from all that text. So give them one.
Including a generous amount of white space [any space in your design which does not carry either text or an image] can really help your ad stand out from the page and be more appealing and readable for the reader.
Kill the clutter
Local papers are usually very busy looking. Make it as easy as possible for readers to notice and read your ad.
Local papers are usually very busy looking. Make it as easy as possible for readers to notice and read your ad.
Try to steer away from busy and overly-detailed graphics and photographs. Strip your copy down to just the essentials.
Illustrations and photos are a powerful way to reinforce your message, But be careful. 1-2 strong images will strengthen your ad. Over 2-3 and your ad can easily start to look cluttered.
Use Borders
To help your ad stand out, give it a border. This can either be around the outside edge of your ad [like a photo frame] or an internal element of your ad design. For example, using bold blocks of colour as a background to your ad can really help it stand out from the heavy black and white text of the editorial.
To help your ad stand out, give it a border. This can either be around the outside edge of your ad [like a photo frame] or an internal element of your ad design. For example, using bold blocks of colour as a background to your ad can really help it stand out from the heavy black and white text of the editorial.
Make your ad branded
And I don't simply mean slapping your logo as large as possible in the right hand corner.
And I don't simply mean slapping your logo as large as possible in the right hand corner.
Every element of your ad; the colours, layout, typeface, paragraph style, style of photography used and the character of your copy should be unique you your advertising.
Your ad should be immediately recognisable from a distance as your ad–even if it were written in Dutch.
The final post in this series will be coming soon. I will be discussing testing ads in a campaign.
I'd love to hear your feedback on the blog posts so please feel free to leave a comment below.
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