Visiting this web site requires a newer version of Netscape Communicator.
Visit Microsoft's Web site to obtain the newest version of Internet Explorer, or visit Netscape's Web site to obtain the newest version of Netscape Communicator.
Visiting this web site without first upgrading your browser may result in unreliable behavior.
Borders may be necessary to separate ads when there is more than one ad on a page.
For an ad which takes up the entire page, or for a flyer, borders generally should not be used. Borders look nice; everyone likes them. They create a picture frame around your copy which gives your reader a very comfortable feeling. So comfortable, they may not bother to read your message.
A border which is not simply a picture frame border can be used as an attention-getting graphic. It might be the outline of a house for building-related advertising, or the outline of a car for automotive-related advertising, etc. But unless the border is a graphic related to the advertising message, it is best not to use it.
The next time you create a flyer, try it with and without the border. Look at both, side by side. Ask yourself which one you would be more apt to read.
Fonts, or Typefaces
Graphic designers will generally suggest that you use a maximum of 5 type changes in an ad or a flyer. And that number drops to 4 if you use a logo.
What is a type change? It is a change in font; or a change from regular, to bold, or to italic, or to underlined, in the same font; or a change in type size or color. (Underlined fonts should be used sparingly.)
Why this rule? Because each change draws attention to itself–brings emphasis to whatever is changed. You want to emphasize important things, but when too many changes are made, your ad or flyer gets a "busy" look. The reader may quickly tire of trying to figure out if your message is of enough interest to them to be worth reading. We all tend to be too busy, too impatient. And so we throw flyers away without reading them, or set them aside to read later. Often, later never comes.
Headlines
You are probably proud of your company or organization. And being proud, you might like to put your name in the headline of your ad or flyer: "ABC Company introduces . . . is having a sale . . . offers big discounts.
That headline will work fine for "ABC Company has moved." Otherwise, your reader may not care about your company or organization until they know how you can benefit them. Your headline should express this benefit to the reader. Ask yourself what benefit or benefits you offer: convenience, performance, security, economy, prestige, comfort, etc. Put the benefit in the headline. Put the name of your company or organization in a signature line with contact information.
More Graphic Design rules than you care to think about? Then let us design it for you!
