STYLE in ADVERTISING

Do you think advertisements are meant to look a curtain way? Why?

Font Size

• Larger font size is used to focus the viewer on the most important item first. For example, a brand name.

• Smaller font size gives added details or

explanations.

Font Style

• Font style is chosen according to what suites the product, message, or audience.

• However, these font styles can be difficult to read in larger font. Therefore, details, explanations, and instructions are in plain font, such as Times, Arial, or Courier.

Space

• Space around the edges of the advertisement help the viewer to focus clearly on the information.

• White space highlights images and text. Not enough white space makes a visual seem cluttered and confusing.

Layout• Layout is the placement of all the images, text,

and white space in a visual. Careful layout choices are made depending on the audience, purpose of the message, and the mood.

Color• Certain colors are associated with specific

moods or ideas. For example, pastel colors for Easter and primary colors for children.

• Bright, vivid colors attract viewers’ attention more

quickly than dull or muted colors.

Images

• Main images are the centre of the advertisement to create the focal point. The focal point is used to focus the viewer on the image first. Text supports the image, making sure the viewer interprets the image the way the designer wants them to.

• Often the image supports the target audience. For example, an ad targeted at teens may have an image of a teen using the product.

Therefore, fonts, space, layout, color, and images of an advertisement vary according to

the messages, audience, or mood that the designer is trying to kindle in the viewers.