Templates are pre-designed documents that contain placeholders (such as boxes, dummy text and headlines) that can be overwritten with actual copy and photographs or graphics. Templates may be purchased or you can create your own.
A template can be a great time-saver, can provide design inspiration and can augment the design capabilities of an amateur designer. Using a template as a basis for your ad will also provide consistency among your ads.
If you choose to use an ad template, select one that is appropriate for the job at hand. Begin by selecting a template whose ad is the correct size and does not require extensive alterations. Other tips for customization include:
• Use your own graphics. Substitute your own graphics or clip art for what was included in the template. Since graphics also include rules and boxes, you can change the size or location to better fit your needs.
• Alter the type. Change the template’s typeface, change the leading (the space between lines), or type justification. When selecting a new typeface, be sure not to stray too far away from the original design. For example, substituting a casual typeface for a formal one will likely compromise the design.
• Change the color. Sometimes a dramatic change can occur when color is changed, even if the design is unaltered.
• Change the background. Create a reverse (white or light text on a dark background) to draw the reader’s eye. The reverse can be an entire headline or just the single capital letter that begins the headline. Do remember that not all typefaces and sizes are suitable for reverses. Fine serifs can disappear in a reverse.
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