Ad Flow and Design
After the logo, illustration,
and border have been considered, the headline, copy and other
visual elements can be arranged for maximum impact. In general,
a Yellow Pages ad has a good "flow" if you can place your finger
where your attention is drawn first, then move through all the
information in the ad without lifting your finger.
Ad flow is optimal when the ad:
- Keeps the reader's eye moving directly toward the telephone number or the Web site.
- Varies the size of the type (from bold to medium, and from large to
small) to keep the reader's interest.
- Avoids ornate, distracting, hard-to-read type styles.
- Creatively uses "white space" (or, in the case of many Yellow Pages
ads, yellow space) to set off elements within the ad, and
to distinguish the ad from other ads.
- Uses color to add visual interest.
