7 elements of print ad
7 Elements of Print Advertising
Print advertising includes sales brochures, coupons, fliers, business cards, billboards and ads in magazines and newspapers. Use this medium successfully by first defining the advertising goal, identifying your target audience and focusing your message. The cost of printed advertising can easily outweigh its benefit, so never waste it. Each of the seven elements of print advertising must enhance your ad's effectiveness.
Copy Elements
The copy or text must communicate in clear, concise and focused language. Start with a headline that grabs the reader's attention, sparks interest in your product and conveys your message succinctly. Potential customers have only seconds to read your billboard. Even in brochures or catalogs, keep body copy brief and on point. Include the company signature --- your identifying slogan and/or logo. Use fonts (typefaces) that complement your message and are easy to read.
Graphic Elements
Photography, illustration and logo symbols like Nike's swoosh raise interest in any ad. Integrate these graphic elements with your headline and copy for maximum effect. A study by Texas State University showed that more attention goes to pictures than words and human models get the most attention in magazine ads. This indicates the value of using models that match or appeal to your target audience to forge an immediate connection between your product/service and your potential customer. Inconsistency between your headline and your illustration will confuse the viewer and reduce the ad's impact.
Color vs. B&W
Color printing costs more than black and white. Full-color printing uses four inks and four runs through the press for each page. Two-color printing is a cheaper color option, appropriate for some applications.
Layout
The layout is the way you put all the elements together to create the final ad. Your layout needs a focal point --- usually the picture or headline --- for readers' eyes to land on, then
Print advertising includes sales brochures, coupons, fliers, business cards, billboards and ads in magazines and newspapers. Use this medium successfully by first defining the advertising goal, identifying your target audience and focusing your message. The cost of printed advertising can easily outweigh its benefit, so never waste it. Each of the seven elements of print advertising must enhance your ad's effectiveness.
Copy Elements
The copy or text must communicate in clear, concise and focused language. Start with a headline that grabs the reader's attention, sparks interest in your product and conveys your message succinctly. Potential customers have only seconds to read your billboard. Even in brochures or catalogs, keep body copy brief and on point. Include the company signature --- your identifying slogan and/or logo. Use fonts (typefaces) that complement your message and are easy to read.
Graphic Elements
Photography, illustration and logo symbols like Nike's swoosh raise interest in any ad. Integrate these graphic elements with your headline and copy for maximum effect. A study by Texas State University showed that more attention goes to pictures than words and human models get the most attention in magazine ads. This indicates the value of using models that match or appeal to your target audience to forge an immediate connection between your product/service and your potential customer. Inconsistency between your headline and your illustration will confuse the viewer and reduce the ad's impact.
Color vs. B&W
Color printing costs more than black and white. Full-color printing uses four inks and four runs through the press for each page. Two-color printing is a cheaper color option, appropriate for some applications.
Layout
The layout is the way you put all the elements together to create the final ad. Your layout needs a focal point --- usually the picture or headline --- for readers' eyes to land on, then