Ad design Increased ad size does contribute to getting an ad read Before an ad is even read, a reader must see and attend to it. With only a moment to capture the reader's attention, it is important that the reader readily identifies the visual and message content of the ad. Increasing the size of an ad can help increase the chances that it will be read. Increased ad size contributes to an ad's visibility, making it easier for the ad to be seen as the reader pages throughout the publication. With larger space, there is more room to explain specifically what a product will do for readers. In addition, larger illustrations can clearly demonstrate how the product works. Increased space allows for more text and the use of larger type size for headlines and subheads. According to Readex Red Sticker study results, 1-page, 4-color ads were read by 21% more respondents than 1/2-page, 4-color ads. Their data showed similar differences in read scores as ad size changed. The data collected was based on averages, and showed that larger ads increase the chances that readers will see and read an ad. It is important to note; however, that a 1/2-page ad will not automatically provide an increase in readers if it's simply recast as a full page, or a full-page ad is recast into a spread. Creative approaches should be designed to get the most out of an ad's size. Advertisers with limited budgets need not become discouraged. Since the research data is based on averages, it is possible for a well-designed fractional ad to be read by a significant number of readers. For an ad to be read it has to first be visible. Increased size can have a positive effect on ad readership when sound creative judgment and execution are used. Source: "Ad Effectiveness: Increased Ad Size Does Contribute to Getting an Ad Read," Readex, Memo 1, Copyright 2002