The ‘Famous Five’ of a Print Ad
So you want to create a print ad? As you may be well-informed that while conceptualizing a print ad and churning out ideas, the quintessential factor is defining your target audience.
But the battle does not end there. Post-identification of your target audience, you then need to place central focus on the famous five for your print ad copy to ideally communicate the objective in an apt manner to customers.
The ‘famous five’ of an average print ad consists of the following –
Headline –
This is the chief aspect of your print ad that grabs the attention of your audience by the neck! The headline must be strong enough to rattle the ground below your customers. That is the desired effect you should circle upon! Keeping the line short and direct is the key here ad you are not looking to explain the entire concept in detail. Instilling humour never goes to waste as pun always stirs up a feel-good aspect of the ad. Never shy away from penning down lines that are piercing as they sometimes dig a deeper meaning that leave viewers pondering upon the thought. As the headline is considered as the face of the ad, the eyes of the customer once set on it, must browse through the entire ad. That’s the essence of a great headline!
Visual –
The visual is a pictorial demonstration of the message the advertisement conveys. Hence it is vital for the picture used to synchronize with the words in the copy. Well shot pictures also add to the flavour as the reader would stay glued to the rest, jus by a simple glance at the visual. Proper utilization of colours and shades always brings something delightful to the table. Since the visual is clothing of the ad it must be presentable and eye-catching.
Body Copy –
As the name suggests, this is the entire body of a print ad. All detailed information about the product or service is mentioned here. The copy must be approached in an artistic way. Crafting well chosen words can win your reader over in a jiffy. The message must be elaborated but yet, specific. Readers do not like wiling away too much of their time on a single page. Throw light upon all the assets of the product to keep the reader going to the end of the copy.
Logo –
The logo of the brand is most important of all! Imagine customers recalling an exceptionally brilliant ad, but not the brand? It’s like winning but yet losing. The logo of the brand must be places in a prominent area within the ad. Avoid exhausting space for the ad, but ensure the logo is clearly visible.
Tagline -
This sums up your print ad. A tagline is known as the conclusion of the ad and the final nudge to the user by a call-to-action method. The tagline should be written skillfully to tempt the reader to react to the advertisement. This is the final persuasive button and must hence, be executed tactfully.
A print ad just has split seconds to create magic. So if you master the art of writing cutting edge copy and designing brilliant visuals, you can be rest assured you have a winner at hand!
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