Ad Design Do's and Don'ts - Quick Reference

Do’s
1. Decide on the type of ad (Branding vs Merchandising)

• Branding ads emphasize your image/brand
• Focus on “being memorable”
• Merchandising promotes your product/service offer
• Focus on the benefits of your offering not its features

2. Use images

• A picture is worth a thousand words

3. Emphasize the “call to action” in Merchandising ads

• “Join us this Thursday! 2 for 1 Happy Hour!”

4. Emphasize the Brand in Branding ads

• Slogans “Coolest club in town” etc.

5. Emphasize your contact information (web and phone number)

• Leverage your website to provide more detailed information
• Include your name and photo if it makes sense

6. Keep your message fresh

• Be consistent without being redundant

7. Pay attention to other advertisements

• Learn from others

Don’ts
1. Overload the written content

• Less text is more when it comes to advertising
• Give customers a reason to come to you

2. Put a map on your ad, keep it on your website
3. Underestimate the importance of time

• Consider who, where, how, and for how long

4. Use 10 words when one word will do

• Complicated language complicates your customers’ lives

5. Break the law

• Be in compliance with state and federal law (Copyrighted material, etc.)
• Don’t make promises you cannot keep (A guarantee could put you in jail)

6. Forget your target audience

• To whom are you advertising? Men? Women? Teens?

7. Limit your advertising to one type of media

• Repetition and variety yields results