When you go to hire a graphic designer, you need to ask yourself this question, “Do I want a pretty ad, or one that compels my ideal prospects to call me?” Any graphic designer can make you a pretty ad, but I see many pretty ads with horrible eye flow and typography. These mistakes kill your advertising response and profits.
Eye Flow in Graphic Design & Website Design
The eye flow in your advertising should start at the top left, and end at the bottom right. You should be able to take a pen and draw a continuous line where the prospect’s eye should flow through your ad or website. If your ad has bad eye flow, your prospects will jump over most of your copy, so they will not get your complete marketing message and call you.
Bad Typography Reduces Comprehension Which Reduces Sales
If your ad has bad typography, your prospect will not be able to comprehend what your ad says, and they will not be responding to your ad because prospects do not buy what they do not understand. The biggest mistake I see with typography is using all CAPITALS.
Typography is what creates your “voice inflection” when writing. WHEN YOU USE ALL CAPITALS, it is like you are shouting at your prospects. Not only are you shouting at them, but studies have proven that you reduce comprehension when you use all capitals. Your comprehension will improve in your advertising when you use more effective methods like using Title Caps in your headlings and subheadings. There is only 1 place where you should use all capitals, and unfortunately it is the response trigger I see completely missing in most ads I audit.
So What Are the Biggest Graphic Design Mistakes I See
When I Audit Advertising?
The biggest mistake I see in graphic design eye flow is having too many graphics. Prospects are used to viewing the graphics in an ad first, especially the ones with pictures of people. When your prospects look at the graphics in your ad and then look right from there, (prospects read left to right naturally in this country) are they looking at the ad to the right of yours or turning the page? The job of a graphic or image in any advertisement is to draw the eye to the beginning of the ad, and to lead into your headline to help begin your marketing message loaded with response triggers. If your graphic(s) cause the reader to jump over some or all of your copy, this is killing your advertising response.
Another HUGE mistake I see in graphic design typography is ruining the comprehension by using difficult to read typestyles, using centering when it should be left justified as in the case of bullet points, and using colors and graphics behind the copy that reduces the contrast between the background and the copy. When you reduce the contrast, studies have proven that you simultaneously reduce the comprehension.
One commonly used typestyle actually reduces comprehension in scientific studies from 87% to only 12%! Ironically, I see many Henderson, NV graphic designers, web designers and developers that obviously do not understand the importance of a high comprehension typestyle as their entire website is in the typestyle that reduces comprehension from 87 to 12%. Prospects do not buy a selling proposition or offer they do not understand, so these typestyle mistakes kill sales and advertising response.
So next time you want to hire a graphic designer, I recommend you have me put your proposed ad or website design through my trademarked 60-Point Advertising Audit Process™. This Advertising Audit will show you the strengths and weaknesses in your advertising BEFORE you run it so you can maximize your advertising’s effectiveness and profits. Then I can show you how to get the most profitable graphic design or website design possible.
For a FREE 60-Point Advertising Audit, email your best ad or website domain to contact me by using the contact form in the right column of this page, or going to the Contact Me tab on this website. I look forward to showing you how to increase your profits from your existing advertising with perfect graphic design eye flow and typography.