{"id":9036,"date":"2011-01-06T21:38:45","date_gmt":"2011-01-06T13:38:45","guid":{"rendered":"https:\/\/www.hongkiat.com\/blog\/?p=9036"},"modified":"2023-06-06T21:03:01","modified_gmt":"2023-06-06T13:03:01","slug":"beautiful-creative-use-of-typography-in-print-ads","status":"publish","type":"post","link":"https:\/\/www.hongkiat.com\/blog\/beautiful-creative-use-of-typography-in-print-ads\/","title":{"rendered":"The Art of Lettering: Inspiring Typography in Print Advertising"},"content":{"rendered":"

Making a lasting impression through banners on the Internet can be challenging, and we believe that printed ads face a similar predicament. If your ads aren\u2019t eye-catching and impactful, they\u2019re likely to be overlooked and quickly forgotten. However, typography<\/a> in printed ads can be an effective way to capture people\u2019s interest and attention.<\/p>\n

Typography can be a successful marketing tool<\/a>. With software like Photoshop<\/a> at the disposal of designers, the possibilities for creativity are virtually limitless. However, this can be a double-edged sword. If typography is not executed properly or precisely, it can backfire, making it a challenging task.<\/p>\n

In this post, we\u2019re going to introduce some strategies for creating compelling typography-based print ads. We\u2019ll also provide examples for your reference. We hope these tips and examples will inspire you and help you create effective and memorable ads. :)<\/p>\n

Minimal Text, or a Wall of It<\/h2>\n

Unlike advertisements for television, print ads offer a unique advantage. People do not have to sit looking at the ad page; they can simply skip past it to the article they want to read. However, the ultimate goals of any advertisement are to capture the viewer\u2019s attention, make them stop, view the ad, and remember the message. To achieve this, your text needs to grab people\u2019s attention instantly.<\/p>\n

There are three effective text formats in advertisements:<\/p>\n

    \n
  1. \n

    Say little and convey a lot:<\/strong> Clever ads<\/a> often use this approach. They display one word and then have another word written in the negative space created by the letters. This technique is visually engaging and can convey a powerful message with minimal text.<\/p>\n<\/li>\n

  2. \n

    Say a lot of interesting things, or boring things, displayed in an interesting way:<\/strong> A wall of text won\u2019t keep anyone\u2019s interest unless it starts with a compelling \u201chook\u201d or the typography is appealing enough to make the viewer want to read to the end. The key here is to present the information in a way that is visually appealing and engaging.<\/p>\n<\/li>\n

  3. \n

    Don\u2019t say anything in actual text:<\/strong> Instead, shape letters or words out of objects in a picture. This creative approach can be very effective in capturing attention and conveying a message without using traditional text.<\/p>\n<\/li>\n<\/ol>\n

    Different kinds of ads call for different amounts of text, but it\u2019s surprising how versatile these three formats can be. Here are a few examples of print typography campaigns:<\/p>\n

    Examples:<\/h3>\n

    Coppertone Sunblock: Kobe<\/strong><\/p>\n

    \"kobe\"<\/figure>\n

    S.O.S Campaign<\/strong><\/a><\/p>\n

    \"sos\"<\/figure>\n

    Coca-Cola Light: Lemon Peel<\/strong><\/p>\n

    \"coke<\/figure>\n

    Ikea<\/strong><\/p>\n

    \"ikea\"<\/figure>\n

    Pepsi: Joy<\/strong><\/p>\n

    \"pepsi<\/figure>\n

    Penguin Books: Travel with words, Paris<\/strong><\/p>\n

    \"paris<\/figure>\n

    Vodafone<\/strong><\/p>\n

    \"vodafone\"<\/figure>\n

    Brighton Language School: Espanol<\/strong><\/p>\n

    \"bright<\/figure>\n

    Toyota: Efficiency<\/strong><\/p>\n

    \"toyota\"<\/figure>\n

    Smarties Campaign<\/strong><\/p>\n

    \"Typography-Based<\/figure>\n
    \"Typography-Based<\/figure>\n
    \"Typography-Based<\/figure>\n

    U.S. Preventive Medicine<\/strong><\/p>\n

    \"Typography-Based<\/figure>\n
    \"Typography-Based<\/figure>\n
    \"Typography-Based<\/figure>\n

    Complot Creativity School \u2013 Typography Course: H<\/strong><\/p>\n

    \"tipoh\"<\/figure>\n

    Bert & Bud\u2019s Vintage Coffins: Mellow<\/strong><\/p>\n

    \"bertmellow\"<\/figure>\n

    Lots of Eye Candy<\/h2>\n

    Print advertisements do not have the luxury of motion and sound that television ads enjoy. Therefore, they must utilize their space effectively to capture the viewer\u2019s attention. A striking image serves as an excellent tool for this purpose. However, being an advertisement, it also needs to incorporate all the necessary text into the composition.<\/p>\n

    This requirement often leads to creative solutions, such as forming images out of type or crafting words out of images. The use of flashy special effects also proves to be effective in grabbing attention. In essence, print ads offer a feast for the eyes, making the most out of their static medium to deliver their message.<\/p>\n

    Examples:<\/h3>\n

    United Nations Population Fund: Population day<\/strong><\/p>\n

    \"population<\/figure>\n

    Orange SMS<\/strong><\/p>\n

    Text messaging while driving prevents you from seeing what really matters.<\/p>\n

    \"Typography-Based<\/figure>\n

    Hahn Nitzsche Recording Studios: Kaffee<\/strong><\/p>\n

    \"kaffee\"<\/figure>\n

    PS2: Girlfriend<\/strong><\/p>\n

    \"playstation\"<\/figure>\n

    Classic & New Recording Studios<\/strong><\/p>\n

    \"Typography-Based<\/figure>\n

    Punny Messages<\/h2>\n

    Visual puns are an excellent tool for conveying a significant message with just a few words. They are particularly suitable for print advertisements, where the objective is to communicate everything through a single static image. Typically, visual puns incorporate a part of a well-known phrase or proverb and complete the pun using various materials and special effects.<\/p>\n

    Let\u2019s delve into the anatomy of a visual pun:<\/p>\n

    Consider words like \u201cbad credit,\u201d \u201ctaxes,\u201d and \u201cbills.\u201d Then, imagine the shape of prison bars. The next step is to merge these two elements by constructing the bars using the words. To enhance the message, you can add a subtitle such as \u201cDon\u2019t be a prisoner to your finances.\u201d<\/p>\n

    And there you have it \u2013 a visual pun!<\/p>\n

    Examples:<\/h3>\n

    Mitchell Eye Centre: Trash<\/strong><\/p>\n

    \"Typography-Based<\/figure>\n

    Mitchell Eye Centre: Diamond<\/strong><\/p>\n

    \"Typography-Based<\/figure>\n

    Feltrinelli Publisher: Berlusconi\u2019s bubble<\/strong><\/p>\n

    \"maltese\"<\/figure>\n

    Amazon: Rock<\/strong><\/p>\n

    \"Typography-Based<\/figure>\n

    Being a Little Offbeat<\/h2>\n

    The sheer volume of advertisements already in existence makes originality a challenging pursuit. One potential solution to this problem is to create progressively more unconventional and dramatic content. If an idea for an advertisement appears too strange, it\u2019s worth considering that its peculiarity might actually make it memorable to the audience. After all, the ultimate goal of every advertisement is to make a lasting impression.<\/p>\n

    Examples:<\/h3>\n

    Pivot Boutique: Karma<\/strong><\/p>\n

    \"Typography-Based<\/figure>\n

    Volkswagen: Laces<\/strong><\/p>\n

    \"laces\"<\/figure>\n

    Nike ACG 20th birthday: Strut<\/strong><\/p>\n

    \"nikestrut\"<\/figure>\n

    Corrado Mattresses<\/strong><\/p>\n

    \"corrado\"<\/figure>\n

    Pak-n-stor: Basement<\/strong><\/p>\n

    \"basement\"<\/figure>\n

    Diesel Jeans: Be stupid<\/strong><\/p>\n

    \"Typography-Based<\/figure>\n

    No matter what type of print ad you need to create, you should consider typography as an essential element of the ad rather than just text.<\/p>","protected":false},"excerpt":{"rendered":"

    Making a lasting impression through banners on the Internet can be challenging, and we believe that printed ads face a similar predicament. If your ads aren\u2019t eye-catching and impactful, they\u2019re likely to be overlooked and quickly forgotten. However, typography in printed ads can be an effective way to capture people\u2019s interest and attention. Typography can…<\/p>\n","protected":false},"author":33,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3402],"tags":[4491,866],"topic":[4522],"class_list":["entry-content","is-maxi"],"acf":[],"yoast_head":"\nBeautiful & Creative Typography Print Ads<\/title>\n<meta name=\"description\" content=\"We are going to introduce some ways to achieve great Typography based print ads together with examples for your reference\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hongkiat.com\/blog\/beautiful-creative-use-of-typography-in-print-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Art of Lettering: Inspiring Typography in Print Advertising\" \/>\n<meta property=\"og:description\" content=\"Making a lasting impression through banners on the Internet can be challenging, and we believe that printed ads face a similar predicament. If your ads\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hongkiat.com\/blog\/beautiful-creative-use-of-typography-in-print-ads\/\" \/>\n<meta property=\"og:site_name\" content=\"Hongkiat\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/hongkiatcom\" \/>\n<meta property=\"article:published_time\" content=\"2011-01-06T13:38:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-06T13:03:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/assets.hongkiat.com\/uploads\/typography-print-ads\/kobe.jpg\" \/>\n<meta name=\"author\" content=\"Sonia Tracy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@hongkiat\" \/>\n<meta name=\"twitter:site\" content=\"@hongkiat\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sonia Tracy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" 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