March 21 2011

Considerations For Print Advertisement Design

Print advertising design means speaking to your audience through visual means, which requires a lot of delivery – fresh concepts, inviting copy, and unforgettable images.  Global Site Plans specializes in print advertising that will motivate your audience.  Overall, print ads come in all shapes and sizes, but have a common goal of selling your architecture, engineering, environmental non-profit, landscape architecture, or urban planning services.  Text, visuals, or a combination of the two are the main elements of any print advertisement.

When designing a print advertisement, the following need to be considered:

1. The reader

Who is the audience, the reader? The message that is being created should match the target demographic.  Whether your audience is local, nationwide, or worldwide, these will all affect where you will place your print advertisement, and what it will say.

2. Artwork

Photographs, drawings, and graphics are key visual elements for any print advertising design.  While some ads may have only a single visual, others might have several images.  Even text ads may include some graphics or images in the form of decorative bullets or even borders.  When included with visuals, the caption is one of the first things most readers look at after the visual.

3. Titles

Your company may decide between a main headline that may be the strongest part of the ad, or a strong secondary visual.  You may also opt for a subhead and other title elements as well.

4. Body

The copy is the main text of the print advertisement.  Your ad may take a minimalist approach, including only a line or two, or a single paragraph.  Or you may choose a print advertisement that is text-heavy with paragraphs of information, possibly arranged in columns.  While the text is what is most important, the way in which it is organized is also important.  Visual elements such as indentation, pull-quotes, bullet lists, and creative kerning and tracking with help emphasize the message.

5. Contact

The contact information, or signature, of an ad may appear anywhere in the ad although it is usually placed near the bottom.  The signature will consist of at least one of the following.

  • Logo
  • Advertiser Name
  • Address
  • Phone Number
  • Website Address
  • Email Address
  • Map or Driving Directions

6. Extras

Some print ads include additional elements such as a business reply envelope, tear-out portion with a coupon, or tip sheet.  These elements may, or may not, apply to the services that your architecture, engineering, environmental non-profit, landscape architecture, or urban planning firm offer.

Renée van Staveren

Renée van Staveren is the Founder of Global Site Plans. She holds a M.S. in Urban and Regional Planning from California State Polytechnic University, Pomona. She also holds a B.S. in Sustainable Community Development from Prescott College. Prior to establishing Global Site Plans and The Grid, Renée van Staveren was an Assistant Planner for A-M-M-A Transit Planning and the Program Director for Planet Green. In June 2014 Renée moved from Istanbul, Turkey, where she'd lived for four years, to return to the beautiful city of San Francisco. She is now a Manager at the Urban Land Institute's San Francisco District Council. You can find her at one of their many events, so pop in and say hello.

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This entry was posted on Monday, March 21st, 2011 at 7:04 pm and is filed under Architecture, Branding, Engineering, Environmental Design, Environmental Non-Profit, Landscape Architecture, Urban Planning and Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.


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