Libraries, for generations, have been the places to go when you need to know more about an endless variety of subjects. And the coolest thing about libraries, other than the oodles of information and imagination they house, is their price of admission.

Unfortunately, the price of quality entertainment these days is on the rise. It’s no surprise then that DG art director Kathie Alexander focused her makeover ads for the Newburgh Free Library on value. At this library, patrons can catch a movie, take in tunes, share recipes, attend classes, work toward improving the community, and much more—all free of charge. Alexander made the most of Newburgh’s limited budget for its monthly ad by focusing on one key word—free—along with events information.

“The [original] ad is too cluttered, without a real focus,” explains the library’s program publications coordinator, Pat Lewis. “It doesn’t evoke an image of the library as an exciting place to go for fun and high-quality entertainment. The design should establish an easily identified image of the library so readers see at a glance how much the library has to offer, and that it’s sophisticated and welcoming.”

Alexander met Lewis’ requests with smart trivia, a consistent layout, and an edgy black-and-white design. She chose Myriad Pro because it’s easy to read, especially for older audiences, yet clean and professional. The black-and-white palette is fitting for the library’s limited budget, and the trivia entices the audience to explore and learn more.

“The word free is versatile,” says Alexander. “It can be moved from top to middle, depending on the wording. The audience will become familiar with the ad and look forward to seeing new versions.” The simplicity of the design boldly entices viewers, while smart copy keeps them wanting more.

1. Original ad DG art director Kathie Alexander says, “The original ad gets lost on a page full of other ads. There’s nothing eye-catching about it.” Her redesign forgoes clutter for sophisticated simplicity.
2. Versatile redesign The new ads really play up the word free, which is a huge draw for anyone. The black-and-white design saves on the art budget. The ads have a unified look so that someone flipping through a publication can easily pick them out. The word free is versatile; it can be moved from top to middle, depending on the copy.
3. Font Myriad was selected because it is bold and readable, especially for older audiences.
4. Edgy new look The new look is a little edgy and unexpected, yet easily identifiable and sophisticated. Actual size: Ad size is 3 ¼ x 5 inches. Ad copy should never be less than 7 pt. Contact info A listing of all programs should be easily accessible on the website. Headline The term free is sure to draw an audience. Here it’s also readable and consistent. Main message Use bold copy that entices the reader to learn more. Audience connection Like any hip event, the sponsor who brings it to fruition is highlighted, adding to the library’s presence.
5. Cut the clutter Don’t bombard people with information. The point of an ad is to draw attention, then have all the information easily accessible through a website or phone number. 6. The hook Trivia is a fun way to get attention. It can be general or target a specific demographic. The ads can also highlight a particular event. Involve the audience by having a good hook. Don’t overwhelm them with too much information— you need to get the message across quickly. A library may be a place for study, but most people won’t study an ad.