LAYOUT
LAYOUT:
The selection, modification and arrangement of ad elements.
Copy and layout work together to...
1. Select prospects from a general audience.
2. Clearly and dramatically
convey the proposition.
3. Build conviction in the offer.
4. Differentiate the offer from other offers.
It’s the special task of layout to...
1. Get the relevant attention of prospects.
2. Help convey the proposition.
3. Simplify the reader’s task of getting through the ad.
4. Convey the identity of the seller.
Five Basic Principles
Principal 1 -- Interest
...choosing and using content of interest to the target audience.
Principal 2 –Dominance
...giving the eye a clear place to start.
Achieving dominance is a matter of...
• content
• size, relative to other elements.
• position in the ad
• isolation
Principal 3 -- Eye-Flow
...making it easy for the eye to move through the ad in the desired logical order.
Achieving good eye-flow is a matter of...
1 dominance first:
...giving the eyea clear place to start.
2 Sequential dominance:
...1st element dominates, the second dominates the third, etc.
3 Pointing shapes and content
Principal 4 – Unity
...keeping elements together so that the ad looks like a single unit.
Achieving unity is a matter of...
1 grouping elements together.
2 pushing white space to the outside.
Principal 5 – Proportion
..making the shape of the ad and the shapes in the ad interesting.
Proportion:
...refers to size relationships.
…Or the size relationship of one object to another.
Or the relationship of elements to the space around them.
Choosing good proportions is based on...
1 the eye’s preference for proportions that are not obvious...
Like the static proportions of a square
2 proportions that are obviously different.
3 tendency of the eye to move to the upper left corner of a type block.
THE END