Tape Ad Design Guide

What is a Tape Ad?

Pre-Printed Grocery Store receipts that advertise business near the grocery store
Top Categories: Quick Serve Restaurants, Hair/Nail Salons, Car Washes, Auto Car
Full Color
Single Size (85%): 2.75” X 1.75” Double Size (15%): 2.75” X 3.6”
Ads should Appeal to new and existing customers of the business with an “Offer”
- Single Offers are better. Single ads should be limited to 2 offers and 4 on a Double

Anatomy of a Great Tape Ad

Brand

Name and Imagery that defines WHAT the Business is.
LOGO should serve this function. However, if it doesn’t other imagery may be needed.

Colors

Brand Colors should be complimented through out the ad
Use Contrast to set text apart, not devices (like shadows). This make the design look “clean”
Limit to 4 Colors for Brand (excluding images)
Tools like this one from Figma can help you select your color scheme.

Information Hierarchy

Information Hierarchy is the visual ranking of different elements in a design
BRAND – especially for well known brands, Use imagery and name for lesser-known brands
OFFER – Generally Discount in this order: FREE, BOGO, $ OFF, % OFF
USP (Unique Selling Point) – E.g. Free Delivery
LOCATION/CONTACT information – When to have location vs. phone number and only one or the other. Assume they will Google you!
EXPIRATION and TERMS
BARCODE only if required!!
No QR codes on Single Sized Ads
ENFORCE THE INFORMATION HIERARCHY
- Use Negative Space & Layout to highlight More Important Information
- 4 Font Sizes Rule: Titles, Headers, Copy, T&C (Terms and Conditions)

Typography

Use Current and Consistent Typography and Colors
No more than 3 Fonts on one ad
Use Updated Fonts and ”The Classics” only, unless you need to match the logo
Learn about the latest font trends at FontFabric
Minimize Drop Shadows. See this blog post from designer Mariah Althoff for suggestions on drop shadows
Try to avoid dashed lines around “coupons”

Examples of logo and supporting branding imagery.

Logo color is echoed in offer section, orchid in photo, and phone number. Background colors are complimentary.

This ad uses modern-looking fonts that are similar in style to the brand logo.

Successful Offers for Tape Ads

A Dollar Amount OFF e.g. $5 Off

This can also be combined with a minimum spend, $5 OFF Any Order $20 or More

Free or Buy One Get One Free

Good examples:

Free Med 1 Topping Pizza with $25 min Purchase
BOGO!

Percentage Off (e.g. 50% Off) needs to be large, whole numbers

Can include a minimum spend, e.g. 20% OFF Any Order of $50 or More

Examples of Great Ads

Large, clear logo / business name
Vibrant pictures
Large, bright, substantial offer

What to Avoid

Too much info
Poor quality photos
Logos lost in ad
No offer / offer not standing out

Dos and Don'ts

DON’T

Photo too small
Muted color
Offers not significant

DO

Great photo
Bright colors
Large, significant offer

DON’T

Too much information
Photos, brand, offer too small

DO

Large offer
Less is more

DON’T

Too much information
Too many offers for a single ad
Logo is small

DO

Single large, substantial offer
Larger logo

Logo Dos and Don’ts

Logos are very important!!! The logo is the face of a business. It’s important that they are done correctly to properly represent your customers business.