In this post, my goal is to highlight some tips when designing an advertisement in hopes to provide some insight in what you may want to avoid or leverage in your visual representation of your ad. Let’s start with the simplest, logo placement.
Where to Put your Logo
Believe it or not, where you put your logo in your ad effects how people perceive your brand. A study done by the NNGroup tested left and right placements of logos and found that they actually had different results;
- Left-aligned logos lead to greater brand recall
- Left-aligned logos are more likely to be labeled unique
The second phase of the test was to test left-alignment vs center-alignment. The results were as follows:
- Left-aligned logos were better for navigation
- Brand recall is unaffected by the difference between left and center alignment
So, as you can see left-alignment seems to be the best for logo placement based on this A/B test. People generally look in the left-hand corner for a logo on a website or page due to the natural tendency to read left to right. All that being said, you can definitely place your logo on the right side of your page, however it may hurt your brand recall in the long run.
Colour is arguably one of the most crucial elements in relation to design since it carries the ability to have a psychological impact, meaning it is important to get it right.
One thing to remember is to use contrasting colours. This will allow you increase readability with your ad and make it overall easier to see and understand. Some good contrasting colour combinations include blue/orange, red/green, purple/yellow and black/white.
Second, you want to remember to limit the number of colours you are using in your advertisement. When you have a complex colour pallet, it can become distracting a retract people away from the message or the ad itself. A general rule of thumb is to choose 1-2 primary colours and 1-2 complementary colours to support the look and feel of the ad.
Have you ever looked at an ad and wondered why so many different fonts with so many different styles were chosen? Me too. This is why it is so important to limit the typefaces that you chose. Since typography has become an art in itself, it has the ability to become too much too fast. Generally, you want to limit yourself to 1-2 typefaces and use variations within those typefaces.
If that doesn’t seem to be giving you the effect you are looking for, try using different font weights and sizes to emphasize important messages. This also has the opportunity to make a single typeface look like several different fonts without looking un related.
Finally, glorious use of White Space
First of all, just a reminder that white space is not empty space, it is a glorious design element, and frankly one of the more complicated ones to use well (ironic since it’s the only one you don’t have to add to an image).
White space is a truly important component in design and allows for many photo manipulation opportunities. By strategically using white space, you can create interest and take you rad to the next level with some fun techniques. Mainly though, you want to use white space at the very least to relieve your ad from clutter increasing ease of readability and to create a sense of sophistication to your ad.