Color
Color is a powerful tool, and can increase your readership by up to 20%. How is color used? Did the use of color attract you to the site? Do the colors contrast well or are they too close in value making the words hard to read? Example: red on black is very hard to read, because the values of the two colors are so similar; there is a lot of black in the color red, resulting in little contrast and difficult readability. Put white on red and see the difference. This is because there is a lot of contrast in the color values. Are the colors muddy, too light, too dark?
Reverse color means that instead of the normal black or dark letters on white or light background, the color is reversed to show white or light letters on black or dark background. This is an effective visual technique, widely used in printed materials.
A note of caution: if the typeface is too small, reverse color is a bad idea because it is hard to read. This is especially true in newspapers where the register is often slightly off, making it next to impossible to read small, reversed type.
Is the size of the ad big enough to carry all of the things you want to get across? Remember that size is not as important as FREQUENCY. If your budget dictates smaller ads in order to have repetition, cut down on the content in your ad. Remember that consumers are in a hurry. The job of the ad is to get noticed. Send them to your website for more information. Most consumers now look on the web for detailed information on products and services.
www.adforum.com is a website that contains worldwide award winning ads. Check out not only the best creative ads, but also the ones that brought the best results.
Photo by Pulitzer Prize winner Joe Marquette
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