Conscious Choice Seattle: Design Tips

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Design Tips

Before you design your display or Display Classified ad, we suggest that you identify ads to which you are attracted and become aware of what you like about them.

With your intent in mind (see ATTRACT WHAT YOU WANT), imagine looking at a printed page with many other things going on along with your ad. Does it get attention at first glance? (Holding the paper at arm’s length and glancing at a page is a good way to determine this; again, examine the characteristics of the ads you most notice.) Keep your ad clean, creative, and appealing to the eye.

Write a headline for your ad that succinctly expresses your intent. The headline should be large and dominate the body of your ad copy, a powerful statement that projects the benefits you offer.

Consider using a unique visual that will anchor your image through repetition. This visual (e.g. a photo, distinctive typeface, watermark, and/or logo) should be used consistently in all of your marketing materials (brochures, business cards, flyers, signs, etc.). Sometimes shades of gray can make an ad look more appealing, but a commonly overlooked attention-grabber is plain white space. A sea of words creates a sense that work is required to read the ad, so the eye naturally gravitates to white space for a restful change of pace. Your ad should be large enough to incorporate the vital information the reader needs to make a contact decision. If you offer a personal service, we recommend using a photograph. Which of your characteristics is your ideal client looking for: friendliness, capability, integrity, compassion, trustworthiness? Does your photo communicate the qualities you want it to? Face your picture toward the inside of the ad. If the one you want to use faces right, arrange your copy layout to the left. Alternatively, if you provide us with the picture, we can flip it to face the opposite way.

Now, imagine that you have the attention of the one person you have defined as your ideal client. Describe the benefits of the product or service that you offer to that person. What makes you the ideal person for her or him to call? What distinguishes you from others who provide similar products or services? Credentials or testimonials (short quotes) may be appropriate. You may want to add a specific call to action by stating your intent to your ideal client (“Call now and register.” “Ask for your free brochure.”).

The pitfall at this point is saying too much, crowding the available space and telling your ideal client information that is better communicated personally. Remember that your goal is simply to compel people to call or e-mail you; once they do, you can answer their questions.

Finally, be sure essential contact information is included. That may include the contact person’s name, company name, address, telephone number with area code, and/or prices, especially for events.

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