This is part 2 of a 2-part post on ad design and legibility. In
this part, we’ll look at how to use basic reading concepts to
get more people to read your advertising. Meaningful sales
messages are transmitted through language, not design. The goal
of design, therefore, is to encourage and support readership. In
general, a designer should strive to: 1. Draw attention to the
copy and help the reader get started reading. 2. Make reading
easy by applying the basic rules of layout and typography. 3.
Help communicate the writer’s message (not produce a work of
art). Specifically, a designer should make every effort to work
with the realities of how people read and make the process as
easy and transparent as possible. Principles of designing ads
for high readership Assist the left to right Eye Rhythm — Use
serif type, because the serifs form a lateral line that helps
the eye move left to right. Don’t set type reading down or at an
angle, because that’s not the way people read. Don’t overdo the
leading, because that