1. Layout Tips Read Assignment

2.  Headline  Image of Product  Body Copy  Logo  Toll-free Phone # bold  Address & Web Site

3. Design Tips CONTRAST Use type hierarchy (see this page). REPETITION Parallel items should have the same in font ALIGNMENT Align each item with something else. Avoid center alignment. PROXIMITY Group similar items together. Separate dissimilar items. Leave white space between.

4.   Things to Avoid   TYPE THAT GOES EVERYWHERE. USING THESE ANNOYING ICONS (stick with bullets, squares, dashes, or check boxes for checklists)  CLUTTER—GIVE IT SPACE, LET IT BREATHE LIKE A FINE WINE. * AVOID ALL CAPITAL LETTERS (EXCEPT SHORT WORDS) * CENTER ALIGNMENT * Type that’s all the same size (use type hierarchy and type contrasts) * FONTS THAT ARE HARD TO READ AND LOTS of different fonts on a page (stick w/ 2 or 3) * Ad with no border or broken border * More than one dominant visual (divides attention) * Cheezy clip art and borders that secretaries use. * Lousy line breaks like the ones above. Slanted text (amateurish, hard to read).

5. Questions?