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September 24, 2009 | By Sum Agency

Does this ad make me look fat?

Posted in: Resources

When it comes to our personal appearance, we all want to look good. And sometimes, as a safety measure, before we present ourselves to the world, we ask for a trusted second opinion about how we look. It's a real confidence booster and sometimes it saves us from a fashion faux pas. The question is, do you pay the same attention and hold the same scrutiny to the way your company is presented to your customer? Does your ad get that second opinion from a trusted advisor or does it quickly get sent off as the ad-equivalent of a circus clown, just hoping someone will see it? It's great that you want to get your customer's attention, but oftentimes those attempts are at the expense of an ad that looks like it's trying too hard, and in reality, is pushing your customer away and wasting your advertising dollars.

The way your ad looks says a lot about who you are. Customers will quickly form perceptions about your business based on what your ad visually says about you. Therefore, the goal of your design should be to establish a positive impression of your business and create interest. Be intentional with design decisions. Don't just add bright colors and several images for the sake of having bright colors and several images. That doesn't mean it has to lack personality, but there are specific rules and principles, that when applied to your design, make it effective, professional, and pleasing to your audience.

Whether we hear from you or not, here are some--definitely not all--design principles to consider with your current or future ads and other materials. Like anything, there are exceptions to the rules, but you first have to know the rules in order to break 'em. We want to stress that these are only design principles; we aren't even touching on the necessary research, planning, and strategy that should drive any communication project.


  • A stretched logo is a no-no. Not exactly a design principle, but a common enough occurrence that merits a mention. Nothing puts your ad on the someone-just-threw-this-together-shelf quicker than a stretched logo. If your logo file can't easily be formatted with consistency in various executions, we can recreate it for you quickly and inexpensively.

  • Number of typefaces (or fonts). Limit your ad to two different typefaces at the most (does not have to include the typeface used on the logo). Don't use two similar font styles together and be sure there is good contrast: pair a serif with a sans-serif, a tall with an extended, a thin with a slab, etc.

  • Hierarchy. Think of your ad as a story (a very short story). There needs to be a beginning, middle, and an end (or, a headline, your message, and a call to action). You need to guide the viewer through the ad chronologically. They should know where to start and be led through to the end. It only takes milliseconds for someone to dismiss a busy, cluttered, non-directional ad and move on.

  • Contrast. A quick way to get a sense of what we mean by contrast is to squint at your ad. If the words and images seem to mush together, you should probably boost the contrast between those elements. Separate a photo from a background color with a solid contrasting line. As another example, you shouldn't have navy blue type on top of a black background, or light gray on top of a sky blue background, etc.

  • Uniformity. In terms of branding you want a design that compliments your overall image. Uniformity takes the attributes and personality of your image and keeps them cohesive. So whether someone is flipping through your brochure, clicking through your website, or visiting your store, they always get the sense of "being" with you. This reinforces your brand personality.

  • A clear and clever headline. (More strategy related than design, but good advice nonetheless). Whether puns, play on words, or shock value, create a headline that creates interest and intrigue. A good headline is something that will pull them in and will be remembered when they leave. Don't just announce your purpose--engage your audience.


Obviously knowing who you're talking to is the key, so research is a must. You must first truly understand your audience before you can begin to create an ad or message that will resonate with them.

Again, the above are some good basic rules to follow. Although, knowing what they are and knowing how to use them successfully are two completely different things. That's why it's always good to hire a design professional, or as we suggested earlier, ask for a professional opinion.

Don't be afraid to ask! It can make all the difference.

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