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Designing Print, Page 3

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Print design tips

Type Style  

Is the type style or face easy to read, or do you have to work at it? Is the type style appropriate for the amount of copy? Are there too many type styles in the ads, making it look confusing and cluttered?

NOTE: Sans serif types are usually best for headlines and small amounts of copy.

The most popular sans serif type is called Helvetica or Arial on many computers. This is Arial, a type without any serifs or curlicues on the letters.

This is Times New Roman, a serif type. It has little curlicues on the ends of the letters. When you have a lot of copy to read, Serif type is a better choice. It is easier to read. Most of us learned to read in books that used Serif typefaces.

White space

Is there some empty space in the ad or is it cluttered up with too much stuff, making it hard to read?

It is not necessary to fill up all of the space. Effective ads leave some white space to set off the words/photos/artwork.

Word choice, content and number of words

Is the message clear? Is it stated simply? Is it clear and easy to find how and where to purchase the item or service? Do you have to work to find out what is being advertised? Is it too wordy? Most of us don't have time for that. Resist the urge to tell everything. Think about how much you read when you look at ads. Send readers to your website for more information.

Photographs/art work

Are photos and/or graphics compelling? Are they well composed or fuzzy and hard to make out? Do they enhance and clarify your message?

Remember that images of children, animals, sex and violence work in American culture.

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