Yellow Pages Ads Are Not Magazine Advertising
Thursday May 13, 2004
Recently I had to look up a towing service in the Yellow Pages. Maybe it's just me, but what I look for in the Yellow Pages, while consistent with most Yellow Pages ad design tips, aren't quite for the same reasons often cited.
First, I want a display ad to look at because chances are that the type size in most display ads don't require me to squint or use a magnifying glass. My eyes aren't bad but that teeny-tiny type for the standard listings is almost impossible to read. Perhaps that's what the publishers do in order to entice more advertisers to buy display advertising.
Second, I look for as much information as possible presented clearly. Truthfully, I'm not looking so much for a lot of information but I'm looking for the specific information I want. In my search for a towing company I specifically wanted to know their hours of operation and that they provided jump start service. Sure, I could call and ask, but that's an extra step. For a company that provides a wide range of services, it can mean packing a lot of text into a small space and still keeping it readable.
This actually contradicts common advice regarding selling your benefits not your type of product or service and generous use of white space. The benefit for me is seeing the list of services. Don't crowd it, but don't be skimpy in the information. Consider striking a balance to serve the benefit-seekers and the list-seekers. I'm not asking for much, am I?
While illustrations can help an ad stand out from the competition and draw in readers, don't let the graphic overpower the ad. This isn't magazine advertising. When people turn to the Yellow Pages they aren't looking for pretty pictures to ooh and shh over. They want information to help them make a buying decision. Consider graphics to help grab attention, but don't settle for cheesy, generic clip art. The cheap yellow paper doesn't do most graphics justice so simple, bold illustrations often work best. Use your logo if it reproduces well on that cheap paper - it builds brand recognition - but don't settle for the generic icons offered by the publisher and used on every other ad.
Browse this expanded section of our Ad Design category for Yellow Pages Ads with design tips and mistakes to avoid in designing display ads for the Yellow Pages,
First, I want a display ad to look at because chances are that the type size in most display ads don't require me to squint or use a magnifying glass. My eyes aren't bad but that teeny-tiny type for the standard listings is almost impossible to read. Perhaps that's what the publishers do in order to entice more advertisers to buy display advertising.
Second, I look for as much information as possible presented clearly. Truthfully, I'm not looking so much for a lot of information but I'm looking for the specific information I want. In my search for a towing company I specifically wanted to know their hours of operation and that they provided jump start service. Sure, I could call and ask, but that's an extra step. For a company that provides a wide range of services, it can mean packing a lot of text into a small space and still keeping it readable.
This actually contradicts common advice regarding selling your benefits not your type of product or service and generous use of white space. The benefit for me is seeing the list of services. Don't crowd it, but don't be skimpy in the information. Consider striking a balance to serve the benefit-seekers and the list-seekers. I'm not asking for much, am I?
While illustrations can help an ad stand out from the competition and draw in readers, don't let the graphic overpower the ad. This isn't magazine advertising. When people turn to the Yellow Pages they aren't looking for pretty pictures to ooh and shh over. They want information to help them make a buying decision. Consider graphics to help grab attention, but don't settle for cheesy, generic clip art. The cheap yellow paper doesn't do most graphics justice so simple, bold illustrations often work best. Use your logo if it reproduces well on that cheap paper - it builds brand recognition - but don't settle for the generic icons offered by the publisher and used on every other ad.
Browse this expanded section of our Ad Design category for Yellow Pages Ads with design tips and mistakes to avoid in designing display ads for the Yellow Pages,
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