Eliminate the clutter by featuring fewer items, or consider a larger ad. Set the business name in readable print somewhere in the ad if this is the case. Give readers facts. Use news, benefits or curiosity, not vague claims. Using line art and dot-screen art in the same ad isn't appealing.
Readership is cut with reverse ads.
This makes the ad look dirty and takes the focus away from the photos. The exception to this would be when there is a very simple, plain-looking ad. If an ad can be condensed, do so. Everything that is eliminated ads that much more white space. Inc. All rights reserved.