Stand Out In the Crowd

Small space ads need to grab attention. Think a reader would look twice at this ad? (in sidebar, the left/background image) Sure we have a little contrast with that reversed headline, but other than that this ad says blah, ignore me.

In the makeover, isn't that nice script face a more elegant and appropriate choice?

The two-tone frame overlapped by the graphic lends a slightly 3D effect — helping the ad to grab attention on a crowded page.

Other "stand out" elements include:

• Tilted graphic points to the business name and products, ties together the upper and lower sections of the ad

• Lightly shaded box creates a frame for address, phone number, and other information

While a vertical arrangement works for some ads, in our Elegant Eyes ad we lose vital information in those monotonous lines of small centered text. Both size and placement help direct the reader to the most important information and organize the ad. Here are some ways we accomplish that in our makeover ad:

• Place the descriptions of the brand name sunglasses, colored contacts, and special frames directly below the 'custom eyewear' (and near the top of the ad) to show exactly what type of product is being offered

• Emphasis on "by appointment only" conveys an exclusive and uptown image (as well as providing critical information to would-be drop in patrons).