Условие:
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 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 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 , 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 on it. Make sure you have consistent ads which place important information where readers expect to see it.