In an average day, we are presented with 60,000 messages that our brain has to process and determine what is important for us to retain and what is not. So if a print advertiser wants to impress us with a message that our brain regards as important enough to be retained and hopefully acted on, then that message must be delivered in such a way that it cuts through the message clutter and becomes memorable. So, how do advertisers accomplish this? Simple. Research tells them how our brains work.

For instance, we are accustomed to seeing black type on white or light backgrounds. So when we see white type against a dark background, its not normalour brains are startled. Its different. It must be important, so we read it more carefully. Research says we pay more attention. Its the same with words written in all capital letters or words that have initial capital letters. In our English language, words with capital letters are perceived as more important, so again, we pay closer attention. Advertisers know and use this so we are more likely to read and remember their ad message.

We also tend to read the right page in a magazine or newspaper and then the left page, so smart advertisers request ad placement on the right page of a publication.

Research also tells us that we read print advertising in a specific pattern. Our eyes naturally fall on what is referred to as the visual center of a page, meaning a place that is slightly above and to the right side of the actual center of a page. Since you can only create an impression if the readers attention is arrested, a smart ad will have a visual or a startling piece of text at the visual center of the ad page. If the reader is stopped by the item at the visual center, the eyes naturally go to the top of the page, reading across from left to right.

Then the eyes scan down the page diagonally to the bottom left and read across the bottom from left to right. This is called the Z read. The points on the Z pattern where key information is delivered is at the top bar (usually a headline), then left bottom (remember the diagonal sweep is only a scan), where the eyes pause as they read across to the right and stop. That is where the logo, brand name or other key information is delivered. Then, and only then, does the reader look at any text in the center portionmaybe. So key impressions must be delivered at the visual center, across the top of the page, the lower left and the lower right of the page.

Now that you know some of the techniques print advertisers use to get you to read and receive an impression of their product message, choose one of the two attached print ads, answer the following questions:

1. What is at the visual center of this ad?
2. How would you describe the information/message being given by what is at the visual center?
3. What do you find at the top of the Z? Is there any further enhancement of the product message? Describe it.
4. What do you find at the bottom left side of the Z? Is there any further enhancement of the product message? Describe it.
5. What information is along the bottom of the Z? Is there any further information about the brand or product at the bottom right of the Z? Describe what you find here.
6. Was there any further text or information in the rest of the areas of the ad?
7. Would this ad have stopped you long enough to deliver its message? Why or why not?