Tom Duncan “Principles of Advertising and IMC” 2nd ed. Chapter Number Seven Layout in Advertising Modular: Afjal Hossain, Assistant Professor, Department of Marketing, PSTU Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Tom Duncan “Principles of Advertising and IMC” 2nd ed. Definition of Layout It is the master plan or blueprint of an advertisement. It lays out the arrangement of its different graphic elements such as body copy, colors, headlines, illustrations & scale etc. It establishes the overall appearance, relative importance, and relationships between the graphic elements to achieve a smooth flow of information (message) and eye movement for maximum effectiveness or impact. It is also named design composition. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Pre-requisitions of Layout Emphasis – This is also referred to as the focal point and is the center of interest in your layout. It is dominant and influences the relationships between all the elements that form the composition. Emphasis can be created through scale, positive and negative spatial relationships and placement with in the overall layout. For example a designer may place an element slightly center and larger, then balance that elements with another to maintain our interest. Unity - When nothing distracts from the whole design you have unity. These principles are often employed when creating patterns or textures. Contrast – Contrast can be created using scale, color, shape and placement. Contrast also helps to create a focal point in your design. Balance – Balance is the consideration of visual weight and importance. It is a way to compare the right and left side of a composition Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Tom Duncan “Principles of Advertising and IMC” 2nd ed. Pattern of Layout Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Tom Duncan “Principles of Advertising and IMC” 2nd ed. Elements of Layout Style Sheet Method: Paper Selection Font Selection Font Size Selection Determine font size for headline & sub-headline Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Tom Duncan “Principles of Advertising and IMC” 2nd ed. Elements of Layout Grid Method: Column 2 columns: Type size & Graphics will be larger 4 columns: more design (photo, headline, subheads, quotes etc) Headline Should be within 8 words with one line Sometimes it may be 2 lines Body Copy Would be written normally with Times New Roman font Subheads Subheads should always be larger and darker than the body text and in the same typeface as the headline, only smaller Kicker A kicker is a line or two of text printed above the headline Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Tom Duncan “Principles of Advertising and IMC” 2nd ed. Picture: Kicker Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Tom Duncan “Principles of Advertising and IMC” 2nd ed. Principles of Layout Purpose & Audience Three tasks to be performed: determine your audience define your purpose and communicate your message Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Tom Duncan “Principles of Advertising and IMC” 2nd ed. Principles of Layout Organizing Information Photographs, pull-quotes, decks, and headlines help you tell the story. Other elements such as subheads, boxes, rules, and white space help you organize the story. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Tom Duncan “Principles of Advertising and IMC” 2nd ed. Principles of Layout Getting their attention grab their attention first, and then keep them reading Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Tom Duncan “Principles of Advertising and IMC” 2nd ed. Principles of Layout Alignment Choosing different alignment for the customers Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Tom Duncan “Principles of Advertising and IMC” 2nd ed. Principles of Layout Emphasis Things may be Headline, Photo, Graphics etc. Tom Duncan “Principles of Advertising and IMC” 2nd ed.

Principles of Layout Proximity Place related information in proximity, and separate unrelated information with white space, rules, and borders. In the below example, the first two blocks of information both have subheadings in 18-point Helvetica, making them of equal importance, but the white space between the blocks makes it obvious that they're unrelated. Tom Duncan “Principles of Advertising and IMC” 2nd ed.