Advertising judges are a lot like readers. Both make split-second decisions on the value of advertising.

Once I was invited to be a judge in a print advertising competition. There were hundreds of ads to evaluate – and only two other judges. The entries were divided into standard categories: best full-page, black and white ad...best black and white ad, less than full-page...best use of color...etc. We were given three hours to pick the top four ads in each category.

In working through the first category, we took time to discuss the merits of each ad before voting. In the second category, we realized that we had to work faster in order to finish by the deadline. So we talked less and went with first impressions.

By the third category, we kicked it into high gear. We decided to narrow the entries into good and bad – and to give only the good ones closer inspection. A quick nod sent entries to the bad pile on the floor or to the good pile on the conference table. As we worked, we commented that this was a realistic way to rate an ad’s impact. After all, readers make decisions at the same pace when they turn the pages.

Here are a few observations:

1 The best ads had clearly written headlines. We didn’t have time to read every word of every ad. Like typical readers, we scanned headlines in search of relevancy. If a headline didn’t say what the ad was about, it ended up on the carpet.

2 The best layouts had a single graphic hook. As we sifted through the mountain of ads, the cluttered layouts were dispatched to the floor. They didn’t rate a second glance, because they all blurred together. The entries which featured large, bold graphics stood out from the crowd.

3 The best layouts had lots of white space. Many advertisers feel that white space is wasted space, so they cram everything in the world into their ads. That’s why white space has always been – and always will be – a rare and precious commodity. And that’s why the entries which remained on the table were those with plenty of breathing room.

4 The best ads used easy-to-read typography. Legibility was a key factor in the judging. Ads were quickly disqualified if they featured reversed body copy (white type on a black background) or heavy blocks (blobs!) of upper case type. Most of the winners used simple serif fonts in the body copy.

5 The best color layouts demonstrated restraint. Evidently, a few of the contestants interpreted the phrase “best use of color” as “most use of color.” We saw purple star bursts, green and red boxes, yellow backgrounds and blue headlines. Sometimes all in the same ad.

The most effective ads in that category combined a lot of white space with a little color. I remember one which was black and white, except for a simple red logo at the bottom. It was a winner.

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John Foust conducts training to help businesses win customers with results-oriented advertising campaigns. For information, contact: John Foust, PO Box 97606, Raleigh, NC 27624 USA, Email: jfoust@mindspring.com,
Phone 919-848-2401.