Three formatting mistakes

When you are writing an advert, handbill or any copy that you want to grab the attention of the beholder don’t make these terrible mistakes;

• All capital letters in the headline are darn hard to read. Normal sentence structure of upper case/lower case is much more readable (or maybe just capitalise the first letter of each word).
• Words printed in white (or more correctly, reversed out of white) are very difficult to read. (Designers love them coz they look good and win awards but they don’t win readers).
• Don’t use your corporate colours even though it’d be nice to stick to them where possible! Design in colours that will attract attention!

These seem like minor points but observing them will make a huge difference to the effectiveness of the advert and make it easier to flag readers down. And that’s half the battle won!