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DISPLAY AD DESIGN TIPS

The November 1982 issue of Child Care Information Exchange offered these ad design tips from Exchange's own Bruce Schon:

"There are countless detailed, often conflicting, theories on what makes an ad effective.  For the infrequent advertiser, the following generally agreed upon basic guidelines may suffice:

*  Seek to capture the reader's attention with the headline and layout.  Your first goal should be to hold the reader's attention for at least three seconds.
*  Keep your copy simple, concrete and direct.  You want the reader to invest an additional 20 seconds reading your copy.
*  Avoid making the ad too loud.  An ad filled with bold print conveys a low price, bargain basement image.  A large amount of white space, on the other hand, often connotes quality.
*  Stick to the buying points (the reader's viewpoint), not the selling points (your viewpoint).  Try to convey one or two of your major buying points in a single ad.
*  Strive for consistency.  Use the same basic design for all your promotional materials.  This increases its recognition value.
*  Call for action.  Make it clear how you want the reader to respond.

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