Rules to remember

How to avoid mistakes
- Capital letters should be avoided for texts as they are hard to read and do not take on recognizable shapes.

- The optimal column width for texts is 90 mm for a standard type size.
- The elements for advertising copy - picture, headline, text, and logo - should be organized according to a clear hierarchy.
- Advertisements should not be overcharged with elements. Few selected items will do.

- Advertisements should be homogeneous and not fall into optically different pieces. It is advisable to test the effect of an ad before publication by placing it on an advertisement page.
- A text should be black on a white background, and not vice versa, as white print is difficult to read on black.

- The attention of newspaper readers should be directed towards the ads, that is, they are meant to work on the recipients' memory.

- Especially faces arouse the readers' curiosity. They never fail to attract attention.
- The same is true of eyes, probably because of their peculiar shape, which is otherwise rarely seen in advertisement sections.
- Children always serve as good eye-catchers. But they should correspond to the contents of the ad.
- Also emotions have an activating effect on the readers. Scenes highly charged with emotions will long be remembered.

Techniques that strike the eye
- Colours help to set off ads against a black-and-white environment.

- Effects of colours:
- Yellow is extremely striking and looks sunny and fresh.
- Orange is presently very much in use with products for young people. It was the colour of the seventies.
- Red is the most striking colour: it is hot and emotional. Red is the strongest signal colour and its use has to be checked carefully. Crispbread with a red house colour would be in need of an explanation.
- Violet is a mysterious colour and mostly used with fashion and perfumes.
- Blue is the Germans' most favourite shade. It has got a touch of seriousness, but it is also somewhat cool and detached and , therefore, suitable for reputable firms as banks and insurance companies.
- Green is a very unobtrusive, quiet colour and apt for ecological nutrition, healthy and traditional food, etc.
- White looks noble and expensive when used as blank space.
- Black can have the same effect - jewellery on a black background may serve as an example here. But is can also have the opposite effect: heavy and massive. In Europe it is known as the colour of mourning.
- Grey cannot be recommended as it usually makes ads look dull.

- The topic of an ad should be presented in a visual way. Otherwise it can be placed as a continuous text.

- By visualizing a topic the readers' attention is attracted. Skilful visualization can lead to a rise in sales figures.
- Visualization should be appropriate. The readers will not follow complicated trains of thought.
- The average time spent on viewing an ad is two seconds. So there is not much time left for mental deviations.
- The visualization should not put a picture of the product in the foreground, but its use for the consumers.
- An especially appropriate or even surprising visualization of a topic is responsible for remaining longer in the recipients' memory. It creates a positive image.

- Black, unstructured ads densely packed with information make a cheap and generally bad impression. The products, accordingly, seem to be cheap and of little quality.

- Well-structured ads, on the other hand, appeal to the readers. They signalize good value and quality.
- Products that are surrounded by lots of white space or depicted as single objects have an expensive and exclusive effect.