Ad Design Communication Tips for Publishers and Clients

A general guide for clients and publishers to communicate more effectively with the advertising team.

Parts of an Ad

Headline: Main text, typically the largest font size (typically 4-9 words).
Tagline: A catchphrase or slogan reinforcing brand identity.
Business Description/Body Copy: 3-5 sentences describing the client’s business.
Call-to-Action (CTA): A phrase encouraging a specific action (e.g., Visit Website).
Bullet Points: Short, concise statements, typically no longer than one sentence.
Services: 1-2 word phrases describing client offerings.
Headshot: A photograph featuring 1-2 people, typically business owners.
QR Code: A scannable code readers can use to quickly access online content.
- Note: QR codes for all ads must be generated and provided by the client.
Contact Information: Business-specific information: this includes phone, website, email, and social media handles.

Color

When describing your desired color, be as specific as possible. Hex codes (e.g., #FF0000 for pure red) offer precise communication. Providing examples of colors you like, even from other ads or websites, can be another effective strategy.

Color Values

There are two different color modes for addressing color:

CMYK (Cyan, Magenta, Yellow, and Black): These are the colors used in the printing process. Typically described as C:12 M:28 Y:45 K:0.
RGB (Red, Green, Blue): Used in digital displays, scanners, and cameras. Typically described as R:54 G:33 B:20.
- Hex Codes: A six-digit alphanumeric code representing an RGB color. Using hex codes in creative requests is the most effective way to ensure the correct color is used.

Fonts

If you have a specific font in mind for your ad, a helpful strategy is to provide examples or names of fonts you prefer. The more specific you are, the better the designer can create an ad that reflects your vision.

Serif: Fonts that have small lines or strokes at the end of the letters.
- Characteristics: Traditional, Oldstyle, Formal
- Example fonts: Times New Roman, Playfair Display
Sans Serif: Fonts that do not have small lines or strokes at the end of the letters.
- Characteristics: Modern, Clean, Minimalist
- Example fonts: Arial, Helvetica
Script: Cursive fonts that imitate the look of handwritten or calligraphic writing.
- Characteristics: Sophisticated, Elegant, Romantic
- Example fonts: Brush Script, Lobster
Handwritten: Fonts that look written by hand with a pen or marker.
- Characteristics: Relaxed, Casual, Approachable
- Example fonts: Pacifico, Comic Sans
Decorative: Unique fonts created for a specific purpose like events & attractions, holidays, etc.
- Characteristics: Ornate, Unique, Elaborate
- Example fonts: Impact, Playbill

Resolution

Resolution is the degree of detail in an image, measured in dots per inch (DPI). For City Lifestyle ads, images must be 300 DPI. Enlarging images lowers resolution, which can make them blurry. Images found online or used for the web (72-96 DPI) are typically too low-quality for print. Upsampling low-resolution images does not improve their quality. To avoid issues, ensure all images meet the 300 DPI standard before submission.

Tips for Logo Sizing

We require all logos to be 300 DPI. To ensure your logo can be used without a loss of quality, we recommend providing a logo file that is 2-4” wide.

ARC/Ad-Specific Language

Print-ready: Ads provided for placement in the publication must adhere to content guidelines, resolution standards, and insertion dimensions.
Ad Style: Template-based design options within the creative request form.

Note: Customizations can be requested in the “Final Designer Notes” section.

Ad Copy: The exact text for the ad, including headlines, services, and promotions.

Note: Specific features can be listed separately.

Image Types: Logos, photos, illustrations, QR codes, and inspiration files.

Acceptable File Types:

JPEG - Web and print photos and quick previews.
GIF - Animation and transparency in limited colors.
PNG - Transparency with millions of colors.
TIFF - High-quality print graphics and scans.
RAW - Unprocessed data from digital cameras.
PSD - Layered Adobe Photoshop design files.
SVG - Scalable vector file.

Not Accepted:

EPS - Individual vector design elements.
AI - Original Adobe Illustrator design files.

Note: If a non-accepted file type needs to be included in an ad, reach out to your publication contact for assistance in submitting it to National Support.

Business Details: Automatically imported from your account. Can be updated or removed as needed in the creative request form.
Final Designer Notes: Additional instructions to ensure the ad reflects your vision and meets expectations. Clear and detailed notes help avoid miscommunication.