Our "before" yellow pages ad (in sidebar, left/background image) is frightening isn't it? All those colors, all those different typefaces and everything centered on the page. The attention it gets is not necessarily the attention wanted.
One approach to a makeover is to get rid of the graphic of an old-fashioned lawnmower that few of us can remember seeing. Cut the colors down to a red border and throw in some green grass.
Other ways to tone it down use the principles of contrast and alignment to organize and emphasize (along with a bit of copyediting):
- Set the business name big and bold but not in all caps. All caps are harder to read. The larger font makes the name stand out.
- Summarize the scope of the business (and a key selling point) in the 'Year Round Yard Maintenance' subheading.
- Arrange the main services in columns instead of that centered paragraph with bullets. One column of short words, one column of phrases - more contrast that's easier to scan.
- Used contrast (size) and placement/alignment (lower right corner) to emphasize the telephone number (call to action).
- New graphic (that's grass) adds more contrast -- short/tall or cut/uncut lawn.
An excellent alternative makeover suggestion from the DTP Classroom:
- "Since we look and analyse the ad from left to right, and since it is a mowing ad, I think the alignment and the balance should be done the other way around so the tall grass would be at the left." — BOGDAN
