Effective Design Strategies

1. Effective Design Strategies Tips for awesome layouts

2. Wow, I need to go to that sale!! Time Proven Design Strategies • When readers look at your ad what do they see first? • Research Indicates that its typically: • Visual • Caption • Headline • Copy • Signature (advertisers name, contact information) • In that order

3. Elements of a Print Ad • Headline: The lettering, slogan or saying that gets the readers attention, interests them, and leads them to read the rest of the ad • Most important part of a print ad • Responsible of 70-80% of sales effectiveness • Should be short, light, and informational • If your headline is a snooze, no one will read the ad

4. Elements of a Print Ad • Copy The selling message in a written advertisement • Expand on information in the headline • Conversational or educational • Testimonial to the benefit of using the product • Humor and entertainment themes are effective • Should appeal to the senses

5. Elements of a Print Ad • Illustration the photograph or drawing used in a print advertisement • To attract attention/create interest • Encourage a purchase • Lead reader to at least read the first sentence of the copy • First thing people see

6. Elements of a Print Ad • Signature/Logo The distinctive identification symbol for a business • Look for instant recognition • Easy to remember

7. Time Proven Design Strategies • One Method that Works • Arrange elements top to bottom • However • Ad should lead with the strongest element • Sometimes the picture is stronger • Caption may not always be necessary • Ogilvy Method • Named after advertising expert David Ogilvy

8. Gaze Patterns

9. Ogilvy Ad Layout • Basic Layout • Classic visual, headline, caption, copy, signature • Changes • Font • Size of visual • Copy • Columns?

10. Ogilvy Ad Layout Added a coupon Add attention and response to ad Copy in three columns Headline First Headline used as an attention getter

11. Ogilvy Ad Layout Headline Right Variation Visual and Headline share the top position

12. How to Make a Small Ad Stand Out Before After • Script Font- better sense of elegance • The two-tone frame overlapped by the graphic lends a slightly 3D effect — helping the ad to grab attention on a crowded page. • Tilted graphic points to the business name and products, ties together the upper and lower sections of the ad • Lightly shaded box creates a frame for address, phone number, and other information • Place the descriptions of the brand name sunglasses, colored contacts, and special frames directly below the 'custom eyewear' (and near the top of the ad) to show exactly what type of product is being offered • Emphasis on "by appointment only" conveys an exclusive and uptown image (as well as providing critical information to would-be drop in patrons).

13. Additional Tips • Contrast is good • White Space is an important elements • Balance (does not mean center) • Picture This • Follow the reader • Call to action • Main purpose of the ad

14. Mistakes to Avoid • Too Much Clutter • Unclear Message • Errors • Lack of Contact Information • Spelling Mistakes • Lining up text

15. Another Before and After Before After

17. Color Wheel

18. Rule Thirds • The rule of thirds is a compositional rule of thumb in visual arts such as painting, photography and design. The rule states that an image should be imagined as divided into nine equal parts by two equally-spaced horizontal lines and two equally-spaced vertical lines, and that important compositional elements should be placed along these lines or their intersections. Proponents of the technique claim that aligning a subject with these points creates more tension, energy and interest in the composition than simply centering the subject would.

19. Rule of Thirds

20. Fonts Fonts can be used to convey emotion