When you think of advertising, think of Montana — wide, open spaces. It’s what we call “white space” and it’s one of the most important characteristics of an effective ad.
“White space is important not only for print and online advertising, but also essential for broadcast and outdoor advertising,” says Susan Sempeles, creative director.
What else makes an ad effective?
• Clean design — that means wide-open white space to spare.
• A strong headline — verbs are your friends; go easy on all the adjectives and adverbs.
• A single message — don’t load your ad with everything there is to know about your product or service.
• Simple language — that doesn’t mean you can’t be clever with your copy, but don’t do it just to be cute.
• To-the-point copy, not a lot of it — enough said.
• A typeface that’s easy to read — with the personality you want to convey.
• An eye-catching visual — but only if it adds to the message; remember, ads that are all copy work, too!
• Smart logo placement — it almost always belongs at the bottom of your ad as a signature.
That’s how you break through the clutter.