Designers have been printing advertisements in newspapers, magazines, and circulars for years. Print advertising creates and reinforces a company’s brand. Successful print advertising motivates readers to call or act on the information. Print advertisers are adept at compressing their concepts to a single message.
Plan on repetition- Readers do not see advertisements immediately. They will subconsciously register the words, but they will not truly read them until the second, third, or tenth time seeing them. The print advertiser relies on repetition of their idea. They will run their ads in ten or twelve successive issues of a publication rather than in a single instance. These print designers realize that in order to reach the most readers, they need to take the long view.
Have a solid idea of company branding- When a print designer creates an advertisement, they are reinforcing the brand of that company. Everything that the company presents, including font selection, graphics, and verbiage, affect the brand within the reader’s eyes. There is limited space in an advertisement to convey both the advertised product and the company, so ad creators will have passion and purpose behind the logos that they create. The print designer has created the logo and the first campaign long before ink reaches the pages of the magazine.
Many print advertisers realize that a magazine or circular offers limited space with which to make a point. Instead, they will use snippets of information to make the reader curious enough to take action. These actions can range from calling, visiting the website or physically walking into the store. Business wonders realize that a lot of money is made from mailing lists and catalogs. Those catalogs offer great material about a variety of products where the readers are not immediately forced to purchase items. That lack of pressure draws in the reader, making them more likely to purchase.
Simplicity is paramount- Simple words are essential for the print designer. They wish to condense their message down to its most component parts while shying away from issuing direct orders to the reader. They use bulleted text, highlighting emphasized points with spot color. They will choose the small and simple words in their arsenal, rather than immediately reaching for the large ones. That simplicity allows the marketer to reach more of the readership.
Headlines are the most important part of the print ad- The advertiser needs something which will capture the reader’s eye. A cute and clever headline will draw readers to the advertisement and the simple body text will seal the deal. The print designer will aim for a title that is short and sweet, adequately conveying their client’s message in as few words as possible.
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