15. Fill in the gaps with the words from the box: | take action individual places headlines to identify | Creating ads avoid 1 ( ) set in all capital letters. Typography is the key to effective communication: our eyes and brains are conditioned 2 ( )

15. Fill in the gaps with the words from the box:
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Creating ads avoid 1 \( \qquad \) set in all capital letters. Typography is the key to effective communication: our eyes and brains are conditioned 2 \( \qquad \) lower case letters and words. Familiar looking words are glanced over with full comprehension.

We also read words by the shape of the word, not by reading 3 \( \qquad \) letters. Ascenders and descenders give distinctive shapes to words; all caps make most words look the same. People expect to see certain objects in certain 4 \( \qquad \) , so they look for them there. Consistency in ads is important because most readers must be exposed to an ad seven times before they notice it or 5 \( \qquad \) on it. Make sure you have consistent ads which place important information where readers expect to see it.