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Improving your page and ad design -- Kevin Slimp

Improving your page and ad design -- Kevin Slimp

Transcript

  1. Ideas & Tips for
    Page and Ad Design

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  2. Never lose track of the kind of work you're doing.
    An effect that would ruin a newsletter might be
    just the thing for a record cover. Know when you
    can safely sacrifice legibility for artistic effect.

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  3. Never lose track of the kind of work you're doing.
    An effect that would ruin a newsletter might be
    just the thing for a record cover. Know when you
    can safely sacrifice legibility for artistic effect.

    View full-size slide

  4. Never lose track of the kind of work you're doing.
    An effect that would ruin a newsletter might be
    just the thing for a record cover. Know when you
    can safely sacrifice legibility for artistic effect.

    View full-size slide

  5. Never lose track of the kind of work you're
    doing. An effect that would ruin a magazine
    might be just the thing for a record cover.
    Know when you can safely sacrifice
    legibility for artistic effect.

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  6. If you need a condensed font, find one that was
    designed that way, rather than scaling an existing font
    down to a percentage. Any scaling distorts a font's
    design; excessive scaling interferes with legibility - this
    goes for widening as well as narrowing.
    Extended faces do exist, although they aren't as
    common as condensed ones.

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  7. Futura Shrunk Down

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  8. Futura Condensed
    Futura Shrunk Down

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  9. S t r e t c h e d O u t T r a c k i n g
    Futura Condensed
    Futura Shrunk Down

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  10. Comic Sans
    may only be used in
    children’s poems.
    about unicorns.

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  11. It is always safest to use a plain serif font for large amounts of text.
    Serif Sans-Serif

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  12. It is always safest to use a plain serif font for large amounts of text.
    Serif Sans-Serif
    Don't expect anyone to read extensive text set in a condensed font.

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  13. It is always safest to use a plain serif font for large amounts of text.
    Serif Sans-Serif
    Don't expect anyone to read extensive text set in a condensed font.
    Condensed is so hard to read in your body text that has been set about 100 percent or so to save space. It’s
    much easier to read when it’s 110 to 120 percent of the font size. Increasing the leading to 110% makes the text
    much more attractive and easier to read. Leading in your body text has been set about 100 percent or so to
    save space. It’s much easier to read when it’s 110 to 120 percent of the font size. Increasing the leading to 110%
    makes the text much more attractive and easier to read.
    Condensed is so hard to read in your body text that has been set about 100 percent or so to save space. It’s
    much easier to read when it’s 110 to 120 percent of the font size. Increasing the leading to 110% makes the text
    much more attractive and easier to read. Leading in your body text has been set about 100 percent or so to
    save space. It’s much easier to read when it’s 110 to 120 percent of the font size. Increasing the leading to 110%
    makes the text much more attractive and easier to read.

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  14. Contrasting Text

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  15. It’s really not OK to use really short lines in 

    a headline

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  16. It’s really not OK to use really short lines in 

    a headline
    It’s also a bad idea to hyphen-
    ate words in a headline to fit

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  17. It’s also a bad idea to hyphen-
    ate words in a headline to fit

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  18. Turn off ligatures.

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  19. Use Optical Spacing

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  20. Examples of Typeface:
    Times

    Helvetica
    Futura
    Examples of Font:
    Times Italic
    Helvetica Bold
    Futura Condensed

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  21. Example of
    a Font List:
    Garamond
    Garamond Bold
    Garamond Italic
    Garamond Bold Italic
    Garamond Light
    Garamond Medium
    Garamond Light Italic

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  22. Some fun, newer typefaces
    for ad design

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  23. A Few Fun, Popular Typefaces

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  24. A Few Fun, Popular Typefaces
    Kelium

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  25. A Few Fun, Popular Typefaces

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  26. A Few Fun, Popular Typefaces
    Autumn Madness

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  27. A Few Fun, Newer Typefaces

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  28. A Few Fun, Newer Typefaces
    Giorgio Sans

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  29. Do not use fonts that
    are too plain
    for all of your ads
    Helvetica Makes a Very
    Boring Ad Sometimes
    Even if it’s Helvetica Bold

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  30. Do not use fonts that
    are too fancy
    for Headlines
    That’s just kind’ve dumb
    Never use Chancery
    It’s reserved for church secretaries

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  31. Great fonts for page design
    (some you probably already have)
    Georgia
    Georgia Italic
    Lucida Bold
    Regular
    Baskerville, Futura Condensed,
    Myriad, Univers

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  32. Great typefaces for ad design
    (some you probably already have)
    Zapfino
    Regular
    Acumin Pro
    Acumin Pro Condensed Bold

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  33. Current Font Trends 

    for Ad Design
    Geometric Fonts

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  34. Current Font Trends 

    for Ad Design
    Geometric Fonts

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  35. Current Font Trends 

    for Ad Design
    Geometric Fonts

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  36. Current Font Trends 

    for Ad Design
    Geometric Fonts

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  37. Current Font Trends 

    for Ad Design
    Geometric Fonts

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  38. Current Font Trends 

    for Ad Design
    Geometric Fonts

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  39. Current Font Trends 

    for Ad Design
    Geometric Fonts

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  40. Current Font Trends 

    for Ad Design
    Geometric Fonts

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  41. Current Font Trends 

    for Ad Design
    Handwritten Fonts

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  42. Current Font Trends 

    for Ad Design
    Cantoni Pro
    Handwritten Fonts

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  43. Current Font Trends 

    for Ad Design
    Cantoni Pro Bold
    Handwritten Fonts

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  44. Current Font Trends 

    for Ad Design
    Modern Scripts

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  45. Current Font Trends 

    for Ad Design
    Modern Scripts

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  46. Current Font Trends 

    for Ad Design
    Modern Scripts
    Olicana Smooth by Adobe Typekit

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  47. Current Font Trends 

    for Ad Design
    Modern Scripts
    Olicana Rough by Adobe Typekit

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  48. Current Font Trends 

    for Ad Design
    Retro Slab Fonts

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  49. Current Font Trends 

    for Ad Design
    Retro Slab Fonts

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  50. Current Font Trends 

    for Ad Design
    Retro Slab Fonts
    FREE
    From Retro Supply Company

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  51. Current Font Trends 

    for Ad Design
    Retro Slab Fonts
    Adobe Type Kit

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  52. Current Font Trends 

    for Ad Design
    Retro Slab Fonts
    FREE
    From Retro Supply Company

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  53. Current Font Trends 

    for Ad Design
    Retro Slab Fonts
    FREE
    From Retro Supply Company

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  54. Current Font Trends 

    for Ad Design
    Retro Slab Fonts
    $14
    From Retro Supply Company

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  55. Current Font Trends 

    for Ad Design
    Retro Slab Fonts
    FREE
    From Retro Supply Company

    View full-size slide

  56. Current Font Trends 

    for Ad Design
    FREE
    Retro Slab Fonts
    FREE
    From Retro Supply Company

    View full-size slide

  57. Current Font Trends 

    for Ad Design
    Retro Slab Fonts
    FREE
    From Retro Supply Company

    View full-size slide

  58. Current Font Trends 

    for Ad Design
    Retro Slab Fonts
    FREE
    From Retro Supply Company

    View full-size slide

  59. Current Font Trends 

    for Ad Design
    Retro Slab Fonts
    FREE
    From Retro Supply Company

    View full-size slide

  60. Current Font Trends 

    for Ad Design
    Retro Slab Fonts
    FREE
    From Retro Supply Company

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  61. Let’s Play A Game ...

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  62. Let’s Play A Game ...
    Good Ad
    or
    Bad Ad

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  63. WATKINS
    CHIROPRACTIC CLINIC

    Dr. Gary Verbovanec—764-3000
    Central Avenue * Watkins, MN
    320 Maple Ave SE, Richmond, MN
    Treasured
    Memories
    Sunday: Pray the Rosary 8:00 a.m.
    Nail Care: 1:30 p.m.

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    Watkins*
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    Anyone*wishing*to*take*the*snowE
    mobile* training* course* is* asked* to*
    stop* by* Flash’s* Gas* and* Auto* in*
    Watkins*to*pick*up*a*CD.*The*entire*
    course* can* be* taken* at* home* with*
    testing*at*the*end*of*January.




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  64. Hair World
    - Nancy Nicolai, Owner -
    FAMILY HAIR STYLING and TANNING
    Call
    372-4262
    129 S. Main, Worthing
    Coupons are for new clients ONLY and expire November 31st.
    Clip a coupon and mention it when scheduling your appt. at Hair World.
    $12.50 for
    a shampoo,
    conditioner,
    and cut.
    (add a blow dry
    and iron style
    for $10 more)
    $10.00
    MEN’S
    CUTS
    FREE
    wax and
    style
    with color
    service.
    Nikki’s
    Specials

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  66. Notice that some of the most
    memorable ads use lots of
    space with just a little text.

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  67. On Pages,
    allow enough space between packages
    that readers can clearly
    define one package from another.
    Your front page introduces your
    reader to your product.
    Be sure to leave sufficient space
    between packages on your front page.
    I’d recommend a minimum of
    1/2 inch or 3 picas between
    packages on a front page.

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  68. Use Clip Art Sparingly.
    It looks outdated very easily.

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  69. Use Clip Art Sparingly.
    It looks outdated very easily.









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    w
    e,
    e;
    nd
    at
    es
    m
    en
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    nd
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    er
    n-
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    nd
    ur
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    er
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    ell
    ut
    ed
    th
    at
    it-
    ad
    v-
    as
    s”
    gs
    nd
    on
    to someone watching. I commented
    that not many women would do this
    and he agreed. It was really fun. But
    the fun didn’t stop there. We got this
    buck on the back of the 4-wheeler,
    not easily I might add, and in order
    to keep it from slipping (he had a
    real long body) I had to get on top of
    him to hold him on. I was straddling
    him like I was riding a horse, hold-
    ing his rack, and hooves to avoid
    getting anything caught on trees. I
    slipped, got smacked by branches
    and laughed my tail off at the whole
    scenario. Zac would say “low tree”
    I’d duck, “tree on the left”, I’d pull
    the hind legs in along with my own,
    “branches on the right” SMACK, in
    the face, too late to tuck in my head
    but I still had to pull in the rack and
    front feet. We fi nally got the deer
    back to the truck and loaded it up. I
    was exhausted. Zac was very grate-
    ful his momma’s no sissy and I re-
    alized I am truly a “redneck wom-
    an”!!!
    That about does it for this time.
    I hope you all have a great week
    ahead. Until next time.....................
    ..................... see ya!

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    Cindy DeMorett, Steve, Brenda
    Payne, Connor and Evan DeMorett,
    Elvira DeMorett, Jeremy DeMorett
    of SCSU and Tracy DeMorett of
    Prior Lake were Satuday afternoon
    dinner and evening guests of Sharon
    DeMorett and Carol Smith.
    Sharon DeMorett, Elvira De-
    Morett, Carol DeMorett and Brenda
    Payne were among those who at-
    tended the baby shower for Trisha
    Ross and her baby boy to be on
    Sunday, at 1:30 p.m. at the Bob and
    Carol Ross home in Sauk Rapids.
    Kindness is a virtue given by the
    Lord.
    It pays dividends in happiness and
    joy is its reward,
    for, if you practice kindness in all
    you say and do,
    the Lord will wrap his kindness
    around your heart and you,
    and wrapped within His kindness
    you are sheltered and secure,
    and under his direction our way is
    safe and sure.






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    that night against Browerville-Eagle
    Valley and Howard Lake-Waverly-
    Winsted. The fi rst match will get un-
    derway at 6 p.m. Alumni wrestlers
    and cheerleaders are ask to sign in at
    the ticket table in the lobby.

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  71. Use Clip Art Sparingly.
    When using it, use interesting art.

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  72. Use Clip Art Sparingly.
    When using it, use interesting art.

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  73. Use Clip Art Sparingly.
    When using it, use interesting art.

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  74. Ad Design Tips

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  75. Ad Design Tips
    The first thing you need to do before creating your ad is make sure you
    understand the message you want to get a c r o s s . Are you selling a product, a
    service, a brand? Don’t put your time into creating an eye-catching ad that
    everyone will remember, if they won’t remember what the ad was for.
    Choose one or two ideas that should be clearly visible in the ad and
    memorable to the viewer. That may be a brand name, a product image,
    or a tagline. One or two ideas are plenty when you consider the amount of
    time the average viewer will spend on your ad. Focus in on your key ideas
    before going any further.

    View full-size slide

  76. Ad Design Tips
    The first thing you need to do before creating your ad is make sure you
    understand the message you want to get a c r o s s . Are you selling a product, a
    service, a brand? Don’t put your time into creating an eye-catching ad that
    everyone will remember, if they won’t remember what the ad was for.
    Choose one or two ideas that should be clearly visible in the ad and
    memorable to the viewer. That may be a brand name, a product image,
    or a tagline. One or two ideas are plenty when you consider the amount of
    time the average viewer will spend on your ad. Focus in on your key ideas
    before going any further.

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  77. Choose one or two ideas that should be clearly visible in the ad and
    memorable to the viewer. That may be a brand name, a product image,
    or a tagline. One or two ideas are plenty when you consider the amount of
    time the average viewer will spend on your ad. Focus in on your key ideas
    before going any further.

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  78. Ad Design Tips
    Focus in on your key ideas before going any further.

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  79. Ad Design Tips
    Create Image Appeal
    Match good slogans with strong images
    Look for images that leave a strong impression on your reader.

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  80. Ad Design Tips
    Create Image Appeal
    Remember that everything about your ad should point back to the same message you
    are trying to get across.

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  81. Ad Design Tips
    Stick with One Color Scheme
    Bright colors can be good, but a rainbow is overdoing it. Once you have your
    images ready, create your color scheme around the images. If your ad features a
    woman in a red dress with black shoes, make your text red or black.
    If you have a company logo, start with the logo colors to create your scheme. Clashing
    colors will detract from your ad. Too many colors, even if they don’t clash, will take the
    viewer’s focus away from your message. You can also match your color scheme to
    your product and intended audience by understanding the intuitive responses that
    people have to different colors.

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  82. Ad Design Tips
    Stick with One Color Scheme
    Bright colors can be good, but a rainbow is overdoing it. Once you have your
    images ready, create your color scheme around the images. If your ad features a
    woman in a red dress with black shoes, make your text red or black.
    If you have a company logo, start with the logo colors to create your scheme.
    Clashing colors will detract from your ad. Too many colors, even if they don’t clash,
    will take the viewer’s focus away from your message. You can also match your
    color scheme to your product.

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  83. Ad Design Tips
    Short, simple text.
    Offer Short, Simple Text
    What is the fewest number of words you can use to
    get your message across?
    This is what you should be aiming for when adding
    words to your print ad.

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  84. Leave Them Wanting More
    As you’re probably realizing by now, you are limited in how much
    information you can get across in a print ad. Your goal should not be
    telling a company’s entire history, or listing all the details of the
    product. Your goal should be to leave enough of an impression on the
    viewer that they want to look for more information on the product.
    Ad Design Tips

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  85. Think Outside the Paper
    Ad Design Tips

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  86. Think Outside the Paper
    Ad Design Tips
    The human eye fills in the gaps
    when you give it a chance.
    Use the border of your ad as another
    great tool in your design arsenal

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  87. Ad Design Tips
    Develop an eye and the skills
    to give simple elements a little
    PIZAZZ!
    Even a drop shadow can
    look elegant with a little
    extra word.

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  88. Ad Design Tips
    Develop an eye and the skills
    to give simple elements a little
    PIZAZZ!
    Even a drop shadow can
    look elegant with a little
    extra work.

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  89. A nice shadow

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  90. A nice shadow
    A nice shadow

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  91. A nice shadow
    A nice shadow
    A nice shadow

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  92. A nice shadow
    A nice shadow
    A nice shadow
    A nice shadow

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  93. A nice shadow
    A nice shadow
    A nice shadow
    A nice shadow
    A nice shadow

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  94. A nice shadow
    A nice shadow
    A nice shadow
    A nice shadow
    A nice shadow
    A nice shadow

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  95. Ad Design Tips
    Location ... Location ... Location

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  96. A few ad award winners
    from recent contests

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  97. Critiquing Publications:
    What Ed and I look for

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  98. Critiquing Newspapers:
    What Ed and I look for
    Interesting fonts in
    headlines: Use variants of
    the headline typeface to
    keep it interesting.

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  99. Critiquing Newspapers:
    What Ed and I look for
    Interesting fonts in
    headlines: Use variants of
    the headline typeface to
    keep it interesting.
    Stories: Limit stories to
    no more than 12-15
    inches. That’s the limit for
    most readers.

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  100. Critiquing Newspapers:
    What Ed and I look for
    Interesting fonts in
    headlines: Use variants of
    the headline typeface to
    keep it interesting.
    Photos: Often too many
    small pics. Major stories
    should have a dominant
    photo
    Stories: Limit stories to
    no more than 12-15
    inches. That’s the limit for
    most readers.

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  101. Critiquing Newspapers:
    What Ed and I look for
    Interesting fonts in
    headlines: Use variants of
    the headline typeface to
    keep it interesting.
    Photos: Often too many
    small pics. Major stories
    should have a dominant
    photo
    Body Type: It’s often
    too small and in a font
    that is hard to read.
    Stories: Limit stories to
    no more than 12-15
    inches. That’s the limit for
    most readers.

    View full-size slide

  102. Critiquing Newspapers:
    What Ed and I look for
    Interesting fonts in
    headlines: Use variants of
    the headline typeface to
    keep it interesting.
    Photos: Often too many
    small pics. Major stories
    should have a dominant
    photo
    Body Type: It’s often
    too small and in a font
    that is hard to read.
    Stories: Limit stories to
    no more than 12-15
    inches. That’s the limit for
    most readers.
    Consistency: A
    consistent look from page
    to page, story to story.

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  103. Ask yourself
    Is it clear?
    Is it easy to read?
    Is it interesting
    Does it leave the impression
    I want?

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  104. newspaperacademy.com

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