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Successful Print Advertising Designs by: Lala C. Ballatan Do you often see print advertisements outdoors, as much as you see Web advertisements when you surf through the Web? I'm pretty sure that you have entirely different views and reactions upon seeing and actually taking notice to these two different kinds of advertising. The differences may vary in their use of color, typefaces, and space. Whatever else the difference is between Print Ads and Web Ads, many would still prefer the traditional print advertisements in order to promote their business, products or services. Not all people have access to the Web, such that Print Ads are still widely used and appreciated. It is also practical for a short-term marketing plan or strategy. Do you know what makes successful print advertisements? Here are several useful things to remember if you are launching a Print Ad: Take advantage of a small space by not crowding too much information into it. Leave a white space which can actually lead your reader to the important information. Ads with large photos or illustrations of merchandise get higher readership and appreciation than those with small illustrations or no art. People do not actually read your copy, but take a look at your visuals. Thus, make your photographs or illustration occupy at least half of your entire Ad. You must know now how your readers read, so that you could strategically place your content and not be left unread. Typography is an important key to effective communication. In your print ads' headlines, avoid all capital letters. Our eyes and brains are conditioned to identify lower case letters and words. Letters and words in lower cases may just be glanced over, but with full comprehension since people are familiar with them. People also tend to read words by the shape of the word and not by reading individual letters thus, your print ads' words must be of a distinctive shape. Your print ads must be consistent with important information placed where readers would expect to see it. Consistency is an important aspect of your print ad since most readers must be exposed to it seven times before they notice it or take action on it. Your ad must have consistency in: Logo Color Typography Margins and borders Layout Spacing Photographs and captions You must also be consistent in your page lay out and other design elements like contrast, balance, etc. On top of everything else, you have to make sure that your print ad communicates the main point of your advertisement '“ the main attraction and the necessary information for your prospective clients. For your print ads to turn out successfully, you must have at least a single great idea, on top of several good ideas. Remember, there's a world of difference between a great idea and a good idea. -30- About The Author Lala C. Ballatan is a 26 year-old Communication Arts graduate, with a major in Journalism. Right after graduating last '1999
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