Ad Size
From initial impact to establishing a company's image, the size of an ad has significant influence on its effectiveness. Larger ads catch a consumer's eye first and allow you to provide more information that can help consumers make smarter decisions. Size is just one component of an effective ad, but studies show Yellow Pages users have a tendency to gravitate toward larger ads.

Headlines
Yellow Pages headlines work best if they:

  • Grab the reader's attention and draw them into the ad by making a bold statement or asking a question.
  • Identify the single most important feature of the advertiser's business -- i.e., what distinguishes the advertiser from the competition?

Copy
Research suggests that once the headline has "grabbed" the reader, the most important factor in influencing shoppers is the information content of your ad. When reviewing copy, ask yourself:

  • Does the ad address the consumer's questions?
  • Does it adequately tell your value story?
  • Does it point out why you are better than your competition?
  • Does it attract the interest of your target customers?

Logos, Illustrations, and Borders
Logos and illustrations serve two purposes: communicating important information and attracting attention. The guidelines below will help you use these elements effectively in Yellow Pages advertising:

  • Distinctive logos should receive prominent space.
  • Illustrations should be large, graphically pleasing, and distinct from those used in other ads in the heading.
  • Illustrations can sometimes be used instead of words to communicate products or brands being offered.
  • Illustrations should point inward, to your copy (not your competitor's ads).
  • Borders should be distinctive but not overpowering.
Ad Flow and Design
After the logo, illustration, and border have been considered, the headline, copy and other visual elements can be arranged for maximum impact. In general, a Yellow Pages ad has a good "flow" if you can place your finger where your attention is drawn first, then move through all the information in the ad without lifting your finger. Ad flow is optimal when the ad:
  • Keeps the reader's eye moving directly toward the telephone number or the Web site.
  • Varies the size of the type (from bold to medium, and from large to small) to keep the reader's interest.
  • Avoids ornate, distracting, hard-to-read type styles.
  • Creatively uses "white space" (or, in the case of many Yellow Pages ads, yellow space) to set off elements within the ad, and to distinguish the ad from other ads.
  • Uses color to add visual interest.
Color
Using color and special color processing helps to distinguish a Yellow Pages ad from the competition and catches the reader's attention. Other techniques, known as process color and white knockout, also improve the appeal of the Yellow Pages ad. These processes permit an advertiser to print in full-color on a white (rather than a yellow) background. Here's why you should consider using color:
  • The creative use of color in a standard Yellow Pages ad enhances the ad's visual appeal.
  • A well-designed Yellow Pages display ad can convey your complete advertising message, with all the information users need to make their purchasing decisions.