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 ...
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