How NOT to design an ad

Sometimes budgets dictate that you—a non-graphic designer—must design an ad, and nothing screams "Design Novice" like the following 7 design mistakes. Here they are, along with tips on how the pros avoid them.

1. Don't make your logo the main focus of your ad. Focus instead on a powerful and visible headline that speaks to a specific need that you can fill for your clients.

2. Don't use every font at your disposal. People who are new to design tend to want to use all the "cool" fonts at one time and this is a sure way to get people to skip right over your ad.

3. Don't be redundant. Write concisely and from the reader's standpoint, not yours.

4. Don't choose low-resolution or low-quality photos or graphics. Many a beautiful ad has been ruined by a fuzzy photograph or a stretched logo.

5. Don't try to fill up every inch of white space. A clean ad speaks much louder than a cluttered one.

6. Don't do exactly what your competitors are doing. It's better to be proactive with your own message, than to react to or copy the competition.

7. Don't change design styles with every ad you create. Consistently branding your business will pay big dividends over the long haul and your clients and potential clients will start to recognize your ads before they even read them.

For more help, here's a 5-step ad design formula based on the work of advertising icon David Ogilvy.