Title Font, Size, and Wording of Ad Copy

Never overlook anything in your ads because it will all directly affect how well they perform. You should go down a checklist like I have made for the Associated Content readers of the world to have quick, easy, and effective ads.

Typefaces:

A typeface is a particular design of lettering. Decide what kind of typeface or faces you are going to use in your ad at this stage, and also what type size. If you look at passages of text in different typefaces, you will find that the number of characters (letters, punctuation marks or symbols) in a given area of text varies considerably. Before writing your copy, therefore, you should be able to estimate how many words you need to write.

There are thousands of different typefaces, and whole books have been written on the subject of typography, but for most purposes you only need to know the basics.

The most common typefaces have serifs, little cross-lines which finish off the letters - like the letters in the main text of this book. Typefaces which do not have serifs are called sans serif - like the letters in the headings. Most people find serifed typefaces easier to read in large blocks than sans serif, but the latter can look quite stylish and modern, and is perfectly legible if well spaced. Consult your typesetter if you plan to use one, or look at the typefaces on your system to decide what is right for you, bearing in mind the image you are trying to convey, the type of ad and the number of typefaces you are using. Obviously some typefaces go better together than others, but don't use too many different ones, as the ad will begin to look untidy, and will lose its unity. It is seldom necessary to use more than two.

Type sizes:

The unit of measurement of type sizes is the point, and the most common type size for body copy is 9 or 10 point. You can, however, use whatever size you think is right for your ad.

Leading:

A point to consider is leading. Absence of spacing between lines (solid type) can sometimes make text difficult to read, particularly if there is a lot of it and if the typeface is condensed. You can therefore introduce leading - extra spacing between lines. Type which is specified as 10/11, for example, will be set in 10 point, with one point of space between the lines. This makes the copy easier to read.

Copy length:

Once you have decided on your typeface and size, you can estimate how much copy to write. You can use your typesetters type book and count the number of characters in a given line length or area, or simply type a passage on your DTP system using your preferred type.

Using logos and slogans:

A logo is an emblem or device by which a product or company can easily be recognized - the stylized bird on Bird's Eye products, for example, or the distinctive lettering of Boots. It can be very useful in creating an immediate association with the product in the public's mind, and should be used on letterheads, company vans and buildings as well as in ads. It is not necessary to have anything elaborate designed. Just your name in a distinctive typeface is sufficient, if used consistently.

Whether you have a logo or not, your company name, or the name of your product, should appear on your ad, and the best place for it is the bottom right-hand corner. This is the final 'sign-off and it is important that you leave the reader with something positive. That is why many logos either incorporate a slogan, or are accompanied by one.

A slogan should preferably tell the reader something about your company, and is therefore different from the headline which attracts attention to the benefits of the product. A dress shop, for example, might advertise a range of its products under the headline:

"High Fashion at Low Prices"

That tells the reader something about the products - their benefits. It might sign off something like"

"Any town Fashions

Service with a smile"

That tells you something about the company, or the image desired.

The slogan should leave the reader feeling good about the company. It should also be used regularly, not changed with each ad, as it is by repeating the slogan that the image is conveyed.

This comfort level is cumulative using all the points listed. The key is to just establish a mood and feeling and the reader will do the rest on their own.