Creating Print AdsCreating Print Ads

Key ElementsKey Elements• CopyCopy

– The words of an ad– Headlines, subheads,

slogans, captions, body copy

A t• Art– The visual elements of

the adthe ad– Illustrations,

photography, typography, layout

Characteristics of Good CopyCharacteristics of Good Copy

• Clear focusClear focus concentrating on major selling idea

• Right tone of voice• Avoids adese• Considers grammar

How to Write HeadlinesHow to Write Headlines• The headline is the title of the ad• Most experts believe the headline is the

most important display elementp p y• Headlines should:

– Work in combination with the visualWork in combination with the visual– Cause the reader to stop scanning

Attract prospects– Attract prospects– Make the product category clear to the reader

Lead readers into the body copy– Lead readers into the body copy

How to Write Body CopyHow to Write Body Copy

• What is body copy and what does it• What is body copy and what does it do?

• Should long body copy be avoided?• Structure of body copyStructure of body copy

– Lead paragraph – important because people test if they want to continue reading the ad

– Closing paragraph – refers back to creative concept, wraps up the key selling point, gives some kind of call to actionto action

Illustrations and Photos• Photography

– is considered authentic and makes a powerful t t tstatement

– Most people feel that pictures don’t lie• Illustrations• Illustrations

– eliminate many details of a photo and simplify the visual message

– are considered more fanciful• The decision to use a photograph or illustration is

d t i d b thdetermined by the– advertising strategy– product being advertised– medium advertised in

ColorColor• Attracts attentionAttracts attention• Conveys realism• Establishes moodEstablishes mood• Spot color

Match Color to MoodMatch Color to MoodWarm colors drama, elegance, powerg p(yellow, orange)

Bl k t lBlack no-nonsense, natural

Earth tones (brown) happiness

Cool Colors friendly tone(blue green)(blue, green)

Pastels calm, serene, reflective, ,

TypographyTypography

• The appearance ofThe appearance of the ad’s printed matter in terms of the style and size of typefaces

LegibilityLegibility

• How easy it is to perceive the lettersHow easy it is to perceive the letters• Reverse type, all capitals, and surprinting all

hinder the reading processg p

Figure 14.1dFigure 14.1d

Design PrinciplesDesign Principles• Direction (Movement) – techniques used to direct the

movement of the reader’s eye. (focal point, visual path)• Simplicity and white space- Keep it simple, don’t crowd

the layoutthe layout • Unity – different parts of ad give a harmonious

impression• Contrast – make important elements of the ad stand out• Proportion – equal proportions are visually uninteresting

Ad LayoutsAd Layouts

Ad Development Stagesp g

Thumbnail Sketches Rough Layout Semicomps

MechanicalsComprehensives Final High-Resolution FilmFigure 14.4

Other ExamplesOther Examples