Ad Design: Are Your Clients Using Custom Typeface?

Thu Jul 2, 2015

Kathy Crosett

If your clients are new to the business world, they might be trying to figure out alternatefonthow to design their ads for maximum impact. It’s not easy to snag consumer attention with an ad these days. Mary Stribley, writing for Design School, has compiled a few tips  to make your clients’ ads really pop.

Call to Action

One thing your clients might overlook is the call to action. A good ad includes the business name and description about what is being advertised. But consumers also need to be told what to do. In her example, Stribley shows a picture of an ad for the Monarto Zoo. The image is simple – a black roadway painted with white lines. The text – or call to action is  – ‘come and see our  baby zebra.’ Stribley notes that the call to action is bold and large – the text takes up the bottom half of the ad. In this case, the simple ad tells consumers what is going on and what they should do. They might also be amused by the interplay between the strips in the image and the concept of the new zebra at the zoo.

Custom Type

Your clients have their choice of a wide range of fonts to use in their ad copy – Helvetica, Times Roman, Arial, etc. Yawn. The problem with these typefaces is that consumers have seen them all. They’re likely to skip right over an ad with a familiar typeface. But what if your client decides to do something a little different? Stribley features a Nutella ad in her discussion. Nutella finger-painted the chocolate-colored text – “Please do not lick the page” – in its ad copy.  Consumers reading this ad get the idea that the text was actually painted in Nutella and that it would be wonderful to taste the product.

Creative Use of Color

Color can generate strong consumer emotions so it’s important to use the right ones in an ad. Stribley features a dentist ad depicting a white banana and the tagline “We don’t like yellow.” More than one dentist has been using this ad around the U.S. This ad works because it causes consumers to stop and consider what’s wrong . Bananas are supposed to be yellow. But in the dentist office, there should be no such thing as yellow teeth.

Stribley lists examples of 27 other ads and explains their strengths. There’s no one right way to design ads but Stribley’s analysis may stir the creative pot. Share these details with your clients and discuss what they can do to design a more effective ad.

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About Kathy Crosett

Kathy is the Research Director for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel.

View all posts by Kathy Crosett
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