Do’s and Don’ts…

• MOST IMPORTANT – Use the Lean Template on MDC whenever you wish to have Valpak home office create a Lean ad design for your client. Using this form will ensure the ad is properly routed to a key designer.This includes situations where you wish to convert an existing mailed piece into a new look following the Lean principles. See page 4 for more information about the MDC Lean Template form.
  • 
• Do NOT use a Change Request for Lean ads  – More information on page 4
• A Valpak artist has more artistic freedom when building Lean ads. For example, a Valpak artist may add, replace, or remove content from your ad that does not adhere to the definition of Lean

• Do not include a specific instruction to add a dashed border around an offer. The intent of Lean ads is to provide a contemporary upscale look, and a dashed border will almost always make the entire ad look outdated and amateur in terms of its design aesthetics.
• Do not feel obligated to provide an image if you do not have any high quality/professional imagery. Let the Valpak artist choose an image from their stock images that works best for your client.

• A client’s logo is extremely important and helps with brand recognition. A layout’s color scheme and other design concepts are often built around your client’s logo. Attempt to obtain the highest quality logo possible.
  More information about logos can be found on the next page
  

• Try to avoid including a list of services offered to appear on Side 1 – Save this information for Side 2.

• Avoid wordy testimonials. Verbose testimonials can compete for valuable real estate on a layout and make it difficult for the artist to design a visually compelling design, especially when requested on side 1.

• Avoid the use of maps. If your client insists on having a map then place it on side 2.
  More on maps can be found on the next page
  

• Avoid using storefront/interior restaurant images, unless the image is a vital selling point. Images of food, an attractive model, or a specific product sold by the merchant is more appealing.

• Keep images relevant to what is being offered. No owners’ pets and avoid family/staff images. These images can make it more difficult to provide you with an upscale/professional ad agency type design aesthetic. – If your client insists on such images, then include them on side 2.

• Do not go overboard with submitting numerous images. If you provide multiple images, be aware that the Valpak artist will most likely not use all of them for aesthetic reasons.

• Do not request bursts, page curls, or clip art. Such items will both downgrade the aesthetics and compete for valuable real estate. An exception may be seasonal ads.

• Do not include service logo/icons on Side 1. Example: ASE, BBB, AAA, MLS Realtor, WiFi, Award logos, Smog Check, Energy Star, etc. If your client insists then request they be used on Side 2.

• Do not request multiple third-party logos to appear on Side 1 – Think automotive and hair salons that contain many brand logos. Feature such logos on side 2.
  Example, notice the hair product logos featured on Side 2 of the ad below:
  As with everything else, there may be exceptions… For example, if Co-Op dollars are being received from the manufacturer then restricting such a logo to appear on Side 1 may not be possible.
  
  

• Avoid specific design instructions. For example, “Use big bold fonts… Place the address information underneath the logo.” This type of information is too restrictive, let the artist make these design choices.

• Do not request credit card or social media logos to appear on Side 1

• Do not request to include the client’s address or phone number inside an offer since it is already present on the ad and it will detract from the overall design
  The less text you include on Side 1 the better the design will appear
• An advertiser’s website and its images are often a good resource. Replicating design concepts and/or images from a compelling website can help with brand recognition.However, Valpak does not have legal permission to pull images from a website unless we are granted permission to do so. If your client grants permission then please state the following when applicable:
  Use any images from the clients website www.xyzxyz.com that work best.
• Avoid run-on disclaimers. Attempt to keep offer disclaimers brief whenever possible. The more text on Side 1, the less professional and upscale it will appear.
• Franchise Artists – Please see page 5 for a form gathering PDF you can download and provide to sales reps to make your job easier for building Lean Ads

Another Ad Example…

 Side 1

Notice the limited information provided for Side 1.
Also notice that no headline was provided and the artist was instructed to locate a stock image. Note, this particular Side 1 is teetering on having too much content.

Side 2

Additional offers and extraneous information was placed on Side 2:

See Page 2 for additional information

See Page 3 for Lean design examples

See Page 4 for details on MDC Lean template

See Page 5 for a franchise artist information gathering PDF

For Lean Ad FAQs – Click Here

For question or concerns regarding Lean design email: valpaklean@valpak.com