* Designing your ad: o People read in the following order: illustrations, headlines, copy–so put the headline below the illustration. o Always use captions. More people will read them than the body copy. o Don’t make an ad look like an ad. This signals to the reader, “Skip me, I’m an ad.” o San-serif is hard to read–we are used to reading serif font [Matt: though most online text is in san-serif]. o Drop initials increase readership by 15% o Set key paragraphs in bold. o If you space between paragraphs, you will increase readership by 12%. o Never write in ALL CAPS [including headlines]–they retard reading.