What are we going to do today?

• Analyze print ads by recognizing the 9 design rules using Adobe Photoshop brush (b) and type (t) tools.

Why are we doing this?

• To better understand what makes a great print advertisement and learn how to use Photoshop.

Learning Targets:

• I can successfully complete a class questionnaire.
• Select 5 print ads of your choice analyzing each ad for effective design rules using Photoshop. Use the 9 Design Rules for Creating Effective Print Ads below to help you break down and recognize what makes great advertising.

What makes a good print ad?

Bright colors, big, bold text, and eye-catching images are all great ways to draw attention. Remember, however, that the reader’s attention should be drawn all to one place, and not scattered all over a cluttered ad that’s hard to follow.

What to look for:

The copy is clean and Concise

Skilled copywriters know how to communicate your message in a clean and concise matter. Stay away from needlessly ornate language and convoluted sentence structure that is not suitable for most advertising mediums. Ensure your ad copy is free of spelling and grammatical errors for a result that is clear and professional.

Use of White Space

When designing an effective print ad, the graphics and structure are just as important as the copy. Many businesses feel they must occupy all-white space of an ad with informative text and imaging, but this can feel overwhelming to prospective consumers. Having a proper white space ratio makes print ads more visually appealing and reader-friendly.

Use Headlines Effectively

While print advertising is far less saturated than the digital space, it’s important to use powerful headlines to grab the reader’s attention – persuading them to continue reading. Your main title should be simple and short, as you want to pique the curiosity of your target consumers without listing facts about your business. Also, if your ad is on the longer side, it might be helpful to use subheadings to break down the information. This way it’s more organized and easy to comprehend.

Simplicity is Key

You want to avoid choosing fonts or text styles that are overly fancy. Most newspapers and magazines tend to follow a specific format – they use a plain font, avoiding anything overly serifed, and use black standard size text on a white background. While you can be more creative with your titles, stick to something simple for your body text to maintain ease of reading for your potential customers.

Consider Images Carefully

Many people are visual and possess relatively short attention spans, so ads that are exclusively textual may be off-putting. For this reason, using images and/or graphics correctly can help communicate your message. Avoid using generic photos purely for decorative purposes and make sure any visual imagery works alongside your copy. Keep in mind that original photography often works better than stock photos and of course, don’t go overboard.

Create a Call to Action

A lot of print ads tend to start off strong but then fizzle out towards the end. When designing your ad, try to create a sense of urgency at the end by creating a call to action. Perhaps you want to provide a coupon with an expiry date, encourage them to sign up for a newsletter on your website, or offer a complimentary quote or consultation.

Be Unique

What stands out about your product or service? Embrace your brand in your print ad, the text and design should help create a feeling that is unique to effectively demonstrate what sets you apart from competitors. This is known as a “Unique Selling Proposition”. While your product or service does not have to be the only one on the market, it’s best to promote it from a unique angle.

Describe the Benefits

It’s important to describe the features of your particular product or service. Ask yourself: what makes it different from competitors? Be sure to focus on the solution you provide to a particular need rather than focusing on the problem itself. You may also want to include testimonials from previous customers describing outstanding service or satisfaction with the product.