The Complete Graphic Designer
88
Advertisements
Advertisements are page layout
design problems that promote a
product, company or its services.
Creating an effective solution that
quickly communicates the who,
what, when, where, why, and how
of an advertiser’s message repre-
sents a unique challenge for the
graphic designer. Strong visuals
must be incorporated to draw
viewers into the composition, while
well-written headlines reinforce
the visuals and entice them to read
further. Most importantly, effective
advertisements should establish a
clear hierarchy of information.
Showing cans of Sparks energy drink as a
replacement for the batteries of a powered
subwoofer suggests that the beverage boosts
performance to maximum levels.
Design: Turner Duckworth
Advertisements that require user
interaction are highly effective mar-
keting tools. Die cut holes on this
yer invite potential customers to
“try out” a new Nokia game phone.
Design: Kinetic
Always be sure to contact the pub-
lication in which the ad will appear
to confi rm the dimensions of the
ad and by what means it will be re-
produced. Advertising space varies
in size from fractional pages (such
as one-quarter, one-half or one-third
page) to a full-page spread, some-
times spanning multiple pages or
spreads. Designing newspaper ads
can be more of a challenge for the
designer in that they are usually
specifi ed in “column inches, which
allows for fl exible sizes depending
on the publication. To determine
the exact dimensions for one of
these ads, divide the column inches
by the number of columns wide
to determine the height of the
ad—for example, a 36 column-inch
ad may be 12” tall and 3 columns
wide or 9” tall and 4 columns wide.
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Common Design Jobs
89
To promote the larger size of the new Pantone
®
swatch
books, these pared down, eye-catching ads use whimsi-
cal illustrations to communicate the difference between
the old, smaller version by comparing a skyscraper with a
house, a giraffe with a camel, and an airplane with a horse.
Design: And Partners
Components of Effective
Advertising Layout:
1. Strong visual or graphics
Arresting photography or illustration makes the ad
stand out from surrounding competitors. Likewise, a
lot of white space can have the same effect, depend-
ing on the surrounding material.
2. Headline
Appealing to the audience’s emotions or intellect with
a well-crafted and conceptual headline will make for a
more effective advertisement.
3. Body copy
Supporting copy should be concise and to the point,
and a clear hierarchy of information must be present-
ed to the viewer.
4. Call to Action
What do you want the viewer to do—make a phone call?
Visit a website? To inspire a reader to action, it is impor-
tant to fi rst entice viewer interaction with a piece.
5. Contact information
No matter how clever or well designed, if an ad does
not give the viewer a way to contact the company for
more information, it will fail to attract new customers.
6. Logo
The client logo should always appear on sales promo-
tions or ads, as they identify a company or organization
and establish consistency in visual communications.
7. Violators
Starbursts, turned-page graphics, and bold, garish
colors are all effective ways to call attention to a piece
of information. These are called “violators” because
they typically do not resemble any other element on
the page. These must be used with caution, as they are
not appropriate for every ad. For example, they can
disrupt an elegant solution, so use them wisely.
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