|
10 Yellow Pages Ad Design Tips
Below are the Yellow Pages (YPPA) ad
design tips. You'll often find these "tips" in the back of your
local Yellow Pages. What's interesting is that most of the ads designed by
Yellow Pages Publishers do not follow these guidelines! Although they are
getting better, many ads are just cookie cutter, or look-alike ads. No
headline, no graphics (except for outdated clipart), and no illustrations.
Ad copy is often limited to the standard bulleted list, with little or no
creativity. Your company doesn't have to get lost in the crowd any longer.
Let Holkar Marketing show you how to dominate the page with great ad
design!
1. AD FLOW/DESIGN
In general, an ad has good
flow if you can place your finger where your attention is drawn first and
then move through all of the information in the ad without lifting your
finger.
- Keep the readers' eyes heading
directly to the phone number.
- Vary the size of the type, from bold
to medium and from large to small, to keep the readers' interest.
- Avoid typestyles that are too ornate.
They may distract your readers.
- Highlight with reverse type. It can
be very effective for the company name or telephone number
- Use white space, an important design
element. A liberal use of white space (or, in this case,
"yellow" space) will help to keep your ad clean,
uncluttered, and easy to read.
2. HEADLINE
Make sure that your
headline captures the reader's attention and draws him/her into your ad.
- Make a bold statement or ask a
question to grab reader interest.
- Make your headline act as a quick
identification for customers referred to your company
- Identify the single most important
feature of your business that sets you apart from your competition.
3. COPY
Yellow Pages ads are
positioned in a competitive environment. Space is limited, so keep copy
succinct and to the point.
- Emphasize the benefits of your
product or service.
- Specify brand names and areas of
specialization. Emphasize information that makes you stand out from
the competition.
- Be sure to include vital information
about your location, hours, parking, credit, and your Web site
address, if applicable.
4. COLOR
(when applicable)
- Color attracts attention and has the
ability to enhance your ad.
- You can use color creatively to
illustrate your product.
- Move the eye from color, to black, to
color throughout the ad.
5. LOGO
- If you have a distinctive logo, use
it to gain attention in your ad. Customers will associate your logo
with your business.
- Use your logo as an illustration;
position it to run top to bottom on the left side.
6.
ILLUSTRATIONS
- Besides your headline, an
illustration is the most effective way to attract the customers'
attention.
- Use large, graphically pleasing
illustrations.
- Use illustrations to display your
products or services.
- An illustration can be used to break
the border for added interest.
- Illustrations should always point
into your ad, not to your competitor's ad.
7.
BORDERS
- A distinctive border can be used to
create a mood or tie in with your products and services.
- Bold borders are very effective and
very popular.
- Hairline borders can also be very
effective, especially if all of the other ads on the page use bold
borders.
8.
PROCESS COLOR /WHITE KNOCK-OUT /FOUR-COLOR
- These ads capture attention
regardless of ad placement on the page.
- Their illustrations look more
realistic.
- Color sensitivity can be used to make
a strong statement or to stress unique selling points.
- Process color/white knock-out/
four-color ads also convey prestige.
- Color does not solve the problem of a
poorly designed ad!
Source: Yellow Pages
Facts & Media Guide 1998. YPPA.
|
