- Do not place a period at the end of a headline. Periods indicate that there is no need to read on.
- Begin headlines at top left. A reader’s eye naturally- falls to the upper left corner.
- “Serif’ typefaces are regarded as the most legible font; most newspapers use them due to their high readability and readers are comfortable with them.
- Avoid colour headlines because coloured headlines are distracting. Studies have also shown that the darker the colour, the greater the comprehension. Keep the text black if possible.
- Black text on a tinted background also increases comprehension. It is easier on the readers’ eyes than the black and white contrast.
- Avoid reverse print (e.g., white text on black background).
- Keep the layout clean, and use consistent type styles.
- Don’t let the design overshadow the message.
- Have a logo professionally designed.
- Make sure the ad contains clear information about where you are when you are open and how to reach you.
- Make sure the ad reflects your product and image.
- Establish a consistent look and maintain it. (Repetition builds recognition and trust.)
PS: Have you tried the retail improvement club yet?