Writing an Advertisement

7. Artwork

7.1 Choose clear typefaces ('fonts').

• Emphasise important text (eg the headline, your freephone number) by using large, bold type.
• Use type that is large enough to be easily read throughout your advertisement.This is particularly important if your target audience is made up of mature readers, many of whom will need glasses.
• Use a font that reflects the image you want for your company.For example, clean, crisp and smart, or traditional, established and reliable, or young, stylish and innovative.
• Avoid ornate fonts, which are often difficult to read.
• Do not mix too many different typefaces in one ad.
• Avoid reversed-out type (white on black) for large amounts of small print.

7.2 Lay out your advertisement with plenty of white space.

Cramming illustrations and text together creates clutter, which is off-putting.

• If everything will not fit in easily, you probably have too many words anyway.

7.3 Produce final artwork for the publication to print from.

• Ask what size and format the publication needs your artwork in.
• Check if you need to provide a hard-copy version of the advertisement.
• Provide any photographs that are needed. Identify each photograph on the back. Do not use staples or paperclips.

7.4 Check a proof copy of your advertisement before it goes to print.

• Check once, without reading the words, to see what the overall visual effect is.Will the advertisement stand out from other ads appearing on the same page or elsewhere in the same publication?Will it give the right impression of quality?
• Check a second time to make sure there are no typographical errors (eg spelling mistakes, missing text, wrong typefaces used).
• If you are using an illustration, check that the picture is sharp.
• If your advertisement will be in colour, check a colour proof.
• Do not let the finished advertisement go out of the door until you genuinely believe it will be effective.