O'Reilly logo

An Idea A Day by David Thompson

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

image

ADVERTISING

FORGET IMPACT, GO FOR UNDERSTANDING

Andy Maslen

THERE’S A REAL temptation when designing press ads (or briefing them) to go for high impact designs. Brightly colored headlines, eye-catching illustrations or photography, unusual typefaces or layouts. Yet only one of these will do anything to increase the proportion of people stopping at your ad who can actually understand it. Want to have a guess which one?

If you plumped for the illustrations, well done. Everything else, while full of impact, decreases comprehension of the body copy. Next time you’re reading a newspaper or magazine, compare the look of the editorial matter to the ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required