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Have you ever run a print advertisement and not received any response from it? It could be that you chose the wrong medium, but sometimes you can have the wrong thing in the right place and still come away empty-handed.

There are some basic principles to follow in ad design.

• Have an idea in mind, but know your limitations. If you are in the business of selling shoes, you probably know exactly what it takes to sell shoes...you may not be an ad design expert. Be willing to give a professional designer the opportunity to put a fresh spin on your business. If you don't like what they create, provide feedback on what you think should change, but don't throw the idea away because it's not perfect out of the gate. A fresh approach may be just what your business needs.


• Maintain focus. The focus of an ad is the one item to which the viewer is attracted. That's right...only one item! If you try to put too much in one ad (i.e., War and Peace on a postage stamp), the result will be that the reader skips right over your precious investment. Choose one message and promote it. If you have more than one message, consider purchasing multiple instances of a smaller space and promote different messages in different ads.


• White space is good. In cooperation with maintaining focus, the reader pays more attention to images and text that are surrounded by emptiness. 'White space' does not necessarily mean void of color, but lacking other images or text. Another great cliche for this point...less is more.


• Limit the number of fonts. Generally speaking, you should not have more than 3 different fonts in one ad, regardless of the size. In fact, two fonts is best. If your logo is primarily text, such as the name of your business in Impact, choose one other font in which to display text, using size and white space to provide impact to the important message in your ad.


• Grab their attention with a great image. Pictures truly are worth a thousand words...maybe more. Use professional, quality images rather than the one you just took on your mobile phone. For most readers, lifestyle images, where they can put themselves in the place of the models in the image, have the strongest impact.


• Size counts. The higher ticket your product or service, the bigger your ad should be. Don't expect to sell many multi-million dollar homes with the smallest ad available. Readers know the difference and make an assessment about your business based upon the "splash" that you make.


• Maintain your brand. Always have a clean, high resolution version of your logo available. Be specific about how it should be presented and always present it in the same fashion. If your name appears in different ways from one ad to the next, the reader may never associate it with the same business. Try to maintain a consistent color palette for use with your ads.

Hopefully these tips will help you get the most from your investment and build your business.