In a previous life before coming to work for Rob, I worked for Ad Agencies, and on the Marketing and Sales side of Condo Projects. These past experiences taught me a LOT about what NOT to do when designing an advertisement.
Rule #1: Just because you are printing in Colour, doesn't mean you have to cover every square inch of paper in ink.
Yes, I know that it costs more to print in colour than it does to print in Grayscale. However, if you are adding colour just for the sake of adding colour "since you're paying for it anyway", you are making a big mistake. You want to use colours to draw attention to specific parts of your design. Using colour everywhere would be like bolding every single word in this post. Nothing would stand out, because you would be drawing extra attention to everything.
Rule #2: Yes, symmetry is nice, however, take a step back.
Not everything needs to be centered. In fact, many designers in ad agencies "eyeball" their work. Different colours can trick the eye into thinking sizes are off, so go with what looks right to you - which might not always be the same as what your ruler tells you.
Rule #3 Bold, Italic & Underline:
Taking a word and adding all three is NOT a design style. It shows that you are doing everything that the program you are using will let you do.
Rule #4: The More Fonts the Better? NO!
Using a variety of fonts on one web page is NOT a design style either. It is distracting, looks silly, and lacks consistency. The only exception to this rule is with logos.
Rule #5: Don't be a square
Another novice design mistake is to put everything in boxes or charts. Your audience is smarter than you might think - they don't need boxes around everything for their eye to understand where one design element ends, and the next begins.
A final Rule - What is your main focus?
Instead of trying to draw attention to every single element of your ad, you need balance. What do you want your audience's eyes to pick up first? Second? Not everything needs to be highlighted, bolded, and have blinking arrows next to it. When in doubt, ask yourself "what is the main focus"?
Have a look at competitors pieces, and other advertisements too. Chances are, you are drawn to ads that don't look anything like the ones you are in the habit of designing. (that is, if you have been breaking some of the rules mentioned above).
Carolyn Budreski
Marketing Specialist
Rob Johnstone Real Estate Inc.
Re/Max Real Estate (Mountain View) Ltd
Calgary, Alberta
www.CalgaryHomePros.com
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