1. Advertising Design 3 Cardinal Sins of Crummy Ads

2. 3 “Cardinal Sins” 1.Material to be copied is of poor reproduction quality 2.Wrong typefaces 3.Poorly designed ad

3. Sin 1: Material is of Poor Reproduction Quality -Strange colored inks or papers -Drawings with fine lines -Already-screened photographs -over-enlarged art -using old newspaper ads

4. Sin 2: Wrong Typefaces -The type style (font) you select for an ad helps convey the tone of an ad You would never do a flirty, silly aD in this font. The tone of the font just doesn’t match the tone of the ad. -Running too many typefaces or incompatible typefaces will make the ad look bad

5. Sin 2: Definitions Typeface: an alphabet style and all its variations or fonts ( Arial Black, Arial Narrow, Arial) Font: all characters in a certain size and style Serif: type that has small ornamental lines or extra brush strokes added to the letter. this is a serif font (times new roman). this is also a serif font (papyrus). Sans Serif: type that has extra brush strokes eliminated. This is a sans serif font (arial). This is also a sans serif font (tahoma).

6. Sin 2: Definitions Point: unit measuring the height of type Pica: unit measuring the width of type; 6 picas to the inch Body Copy Size: a typeface that looks good in smaller sizes (helvetica always looks good in small sizes, even this small.) Reverse Type: white lettering on a black background

7. Sin 2: Other Info Only 1-3 typefaces should appear in a single ad (NO MORE THAN 3!!!) So you could use Arial, and you could use Handwriting, and you could use cheers type, but that’s it. Use contrasting sizes of type in an ad, but not wildly contrasting A contrast between large and small fonts creates attention. But don’t go crazy ; that creates a distraction.

8. Sin 3: Poorly Designed Ad All ads need the 5 Essential Elements Balance: where items are placed in relation to the optical center of the ad, which is NOT the exact center Optical center is slightly to the left and slightly above the mathematical center Formal Balance: when the left and right-hand sides of the ad mirror each other Informal Balance: When the left and right-hand sides of an ad do not mirror each other

9. Formal Balance

10. Informal Balance

11. Sin 3: More on Balance Perfectly balanced things are static and boring Create eye movement by unequal balance either top/bottom or left/right Create tension by leaving white space (negative space) around type

12. Effective Use of White Space

13. Sin 3: Avoid Designing a Crummy Ad Simplicity: avoid crowding an ad with too many elements so the message is lost Overly-elaborate borders and small art clutter an ad Gaze Motion: How you want to person’s eyes to move across the ad Dominant Element: Something has to serve as the focal point for the reader’s eye (can be headline, art, or large block of copy)

14. Avoid Overcrowding

15. Effective Use of Dominant Element

16. Sin 3: More Info Borders: Ornate borders are bad. The ad’s message should attract the reader. The art should be the heaviest part of an ad Headlines: should be a short, snappy sales pitch to catch the reader’s attention (don’t have to be complete sentences; can be a single word) The best ads are balanced by blank space (white space) to give the ad “breathing room” Without white space, the elements on the page get lost

17. Catchy Headline