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Over the years, we at Print Three have developed some tricks for organizing text to improve readability. Try these techniques:
- Add contrast to large blocks of text by using headlines, subheads, headers, footers, pull quotes, sidebars and bulleted lists.
- Make headlines larger and use a different font than the body copy.
- Add a one-point rule above & below a subhead spanning two columns.
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Start collecting samples of great ads and flyers and keep them in a file to use for reference and inspiration at a later point. |
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Templates are pre-designed documents that contain placeholders (such as boxes, dummy text and headlines) that can be overwritten with actual copy and photographs or graphics. Templates may be purchased or you can create your own.
A template can be a great time-saver, can provide design inspiration and act as a basis for your ad that will also provide consistency among your ads.
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Black space: the graphics, photographs and type in a layout.
Call to action: a marketing and sales device that tells the customer how to take the next step towards a purchase or execute an activity; often uses an imperative verb.
Design grid: a drawn pattern of lines and coordinates used as a framework for a page layout.
Focal point: the centre of interest in a page layout.
Reverse: the technique of printing white or light-coloured text on a black or dark background for emphasis. A reverse greatly reduces legibility, especially with small type.
Rule: a line used for borders, boxes and other typographic effects. Specified in a range of thicknesses called weights, measured in points.
Signature: the advertiser’s name, logo and contact information.
Template: a predesigned document for a particular purpose. For example, an ad template enables a person to generate an advertisement with formatting already complete.
Visual centre: the area of an advertisement located slightly above and to the right of the mathematical centre. Serves as a focal point of the ad.
White space: in design, the absence of type, photographs or graphic elements. Trapped white space is white space appearing within lines of type, usually created by justifying type on a short line length.
Widow: in composition, a single word or part of a word on a line by itself, ending a paragraph, or starting a page.
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Advertising legend David Ogilvy, founder of Ogilvy & Mather advertising agency and creator of well-known copy (“At 60 miles an hour, the loudest noise in this new Rolls Royce comes from this electric clock”) and characters (the man in the Hathaway Shirt; Schweppes and Commander Whitehead), developed an ad layout formula so successful that it became known as the Ogilvy.
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Bersoft Copy Fonts 1.2 for the PC.
This freeware allows you to easily copy the installed fonts on your system to a USB drive or another folder. |
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