Facilitates reading the ad. Allows busy
readers to quickly pick out the main point(s) without reading the entire ad. Makes the ad attractive and inviting to read.
1. Clean and uncluttered
2. Highlighted sub-headlines to break up text
3. Logical (read top-to-bottom and left to right).
4. Type faces should fit the message and position of the ad.
5. Colors should fit. Complementary Colors: Red & Green Blue & Orange Yellow & Violet
6. Point sizes should be proper. If text is too larg or too small, it makes it difficult to read. CAPITAL LETTERS, Italics and San Serifs slow the reader down.

Notice the logical hierarchy of text and ease in reading this ad: