Promotion design that works

Folio: The Magazine for Magazine Management, April, 1986 by Julie A. Laitin

Photo: 3a Too many different elements and type styles (left) create a sense of confusion and disorganization.

Photo: 4 Benefit-oriented subheads help busy readers get the message even if they don't read every word of your copy.

Photo: 5 Bold contemporary graphics enhance the copy, provide impact and give this compaign a cohesive, consistent, memorable image.

Photo: 5a Illustrations should provide an image of strong reader involvement and interest, as the Consultant ad does. The piece on the near left, on the other hand, actually works against the magazine and its image by showing just the opposite.

Photo: 6 Reverse type for long blocks of copy cuts down on readability and decreases your effectiveness in getting your message across.

Photo: 8 Headlines, subheads and body copy are incorrectly sized for promotional purposes and create a jumbled, cramped feeling that readers-- in spite of the strong, inviting copy--will resist.

Photo: 8a Good strong copy, large readable type and plenty of white space give this piece a clean, contemporary, powerful look.