What Makes a Successful Print Ad? Ads with large photos or illustrations of merchandise get higher readership than ads with small illustrations or no art. Readers want to see the merchandise - compare it with similar merchandise - want to recognize it in a store
Make your photograph or illustration at least half your ad whenever possible. Most people skim ads in a sort of reversed "S". Start at the left top margin, and work down to the right bottom margin. High impact areas different in various languages
Avoid headlines set in all capital letters. Why?