12 pointers for practical retail advertising print ads


  1. Do not place a period at the end of a headline. Periods indicate that there is no need to read on.

  2. Begin headlines at top left. A reader's eye naturally- falls to the upper left corner.

  3. "Serif' typefaces are regarded as the most legible font; most newspapers use them due to their high readability and readers are comfortable with them.

  4. Avoid colour headlines because coloured headlines are distracting. Studies have also shown that the darker the colour, the greater the comprehension. Keep the text black if possible.

  5. Black text on a tinted background also increases comprehension. It is easier on the readers' eyes than the black and white contrast.

  6. Avoid reverse print (e.g., white text on black background).

  7. Keep the layout clean, and use consistent type styles.

  8. Don't let the design overshadow the message.

  9. Have a logo professionally designed.

  10. Make sure the ad contains clear information about where you are when you are open and how to reach you.

  11. Make sure the ad reflects your product and image.

  12. Establish a consistent look and maintain it. (Repetition builds recognition and trust.)


PS: Have you tried the retail improvement club yet?