Build your ad to the correct size
(Download 8.5 x 11 PDF of our Spec Sheet)
Download the PDF of our spec sheet and make sure you are building your ad to the right size.
Print your ad at actual size frequently to check the size of your type. Don't set any type less than 5 points.
Think of your ad as a billboard
Busy shoppers have a limited attention span so your ad needs to catch their attention at a glance.
If you are offering a discount of some kind, let them know what that is at a glance.
Remember the most important elements:
• your offer (if applicable)
• your exclusions / disclaimers (including expiration date)
• your logo
• your contact information (address, phone, website)
• your hours of operation
• an appropriate, carefully chosen photo
Use photos wisely
Dont's
• Don't use a photo of your building - photos of buildings are not appropriate unless you're selling real estate
• Don't use photos that are dark, blurry or low resolution
• Don't waste valuable space with uninteresting, useless detailed photos - if you are selling radiator's don't put a photo of a radiator on the ad, only mechanics know what they look like
• Don't use too many photos - try to get your point across with just one
• Don't use a screened photo as your background - it's too busy and will make your type harder to read
• Don't use photos with a wide field of vision, crop your photos and use only the BEST parts
Wide Field of Vision |
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Narrow Field of Vision |
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Do's
• Do use photos with rich colors and good resolution
• If you're selling food, do put a picture of something appetizing on your ad - nothing sells food like pictures of good looking food
• Do use before and after photos if you are a remodeler or weight-loss clinic
• Do reference your website if you can't fit photos on your ad
Use fonts wisely
Don't
• Don't use script fonts - our medium is just too small, they won't have the effect you are looking for
• Don't use wacky specialty fonts with lots of detail and irregular edges
• Don't use a lot of outlining - it will make the ad busier than it needs to be
• Don't make everything bold - it takes away from the most important elements
• Don't mix too many fonts - it can create a chaotic look
• Don't reverse small type (7 point or smaller) out of a dark background
Do's
• Do use a consistent set of fonts
• Do match fonts to the rest of your marketing and identity materials
• Do use bold/heavy fonts where you want emphasis
• Do use all caps where you want emphasis
• Do make all small type (7 point or smaller) 100% black
Be a color maverick
If you want your ad to really stand out try using unconventional colors. Stay away from straight primary colors if you can. Even a small accent of teal, purple, pink or orange can have a big impact when it comes to getting noticed. Try different combinations and print them for the best potential outcome.
Limit the amount of verbiage
Ask yourself, is what I am saying really necessary? If so, work to make your statement in the least amount of words and the simplest terms possible.
Add a tracking mechanism
Don't just wonder if your ad is working, put it to the test. Use bar codes, sku's or simple color sorting when offering a redeemable coupon. This will tell you if register tape advertising is working for you. Train your staff to keep track of the incoming coupons or enter the appropriate numbers into your register system for accurate tracking numbers.