Grammar is another significant factor to consider. The coherency of the ad’s message can be unintelligible because of grammar mistakes. Poor grammar will only confuse the audience.
Overusing puns, clichés and famous quotations is ineffective. In reality, familiar clichés or proven selling words are so common that it is worn-out if applied without serious thought. Although they were thought as memorable back then, due to the repeated and habitual use, now audience sees them as dull.
Typography greatly impacts the comprehension of a body copy. Since larger type is easier to read, never use fonts below 12 point. Increase the font size by one or two if the typeface is small relative to the standard size.
To achieve a reader-friendly layout, a body copy should not contain more than 60 or less than 20 characters in each line. This is due to the fact that the human eye is incapable of efficiently reading more or less than this.
By Muhammad Syady Nayatra Rasyid 0307574