The Tribe Discovers the Secrets to Designing 'Eye-Catching' Marketing Materials (part II)

“What’s with all the letters?” Marka asked. “Is this an episode of ‘Olympus Street?’”

“Like it or not, ‘U’ better not forget the ‘U’ Rule,” Cecil said, wagging a thick finger at his friend.

“Not another pun!” Marka groaned.

“The ‘U’ Rule states that we typically view two-page spreads differently than full-page ones,” Cecil explained. “Most readers will scan two-page ads along a U pattern. Avoid putting important copy and design features in ‘dead’ space outside this U form.”

Marka scrunched her face up in confusion. “So the top-center of a page is a so-called ‘dead zone’? I’m no designer, but it seems like that area should be the center of attention. Oh no—now I’m starting with the puns!”

“It’s a bit counterintuitive,” Cecil agreed. “But read an ad yourself and see where your eyes go. Always request that your print ad run along the U board to maximize your brand’s impression.”

“I see,” Marka said, nodding.

“Exactly,” Cecil observed with a wink.

Today’s FIRE! Point:
Print advertisements that simply “look good” won’t win you business unless the important elements are read. Ads should be designed to appeal to typical reading habits of consumers. A prospect that reads your ad all the way through will be more likely to remember it—and your brand—when he or she is in need of a graphic arts solution.

FIRE! in Action
Sometimes Your E-mail Design Just Needs a Tune-up.

Smithsonian magazine revamped its broadcast e-mail campaign, creating a more legible design with a distinct call-to-action. The result? Smithsonian’s next e-mailing yielded an 11% higher subscription rate than the previous campaign.

Next week: The discussion on big picture marketing strategy resumes with an overview of push vs. pull marketing.