What are the functions of advertising layouts?
A Layout is an overall orderly arrangement of all the format elements of an ad: headline, subheads, visuals, copy, captions, trademarks, slogans, and signature.
The layout serves several purposes. First, it helps both the agency and the client develop and evaluate the ad’s final look and feel. It gives the client (usually not an artist) a tangible item to correct, change, comment on, and approve.
Secondly, the layout helps the creative team develop the ad’s psychological elements- the nonverbal and symbolic components. The ‘look’ of the ad should elicit an image or mood that reflects and enhances the advertiser and the product. Therefore, when designing the initial ad layout, the creative team must be very sensitive to the desired image of the product or business.
Third, once the best design is chosen, the layout serves as a blueprint. It shows the size and placement of each element in the ad. Once the production manager knows the dimensions of the ad, the number of photos, the amount of typesetting, and the use of art elements such as color and illustrations, he or she can determine the cost of producing the ad.
Advertising Layout Strategy
1. Illustration 65 %
2. Headline 10 %
3. Copy 20 %
4. Logo 5 %
100 of space allocation (20%+ white% space)
In most ads, the illustration is used to attract attention. Large, single illustrations attracted the most attention. Though the headline may be the “stopper”, the illustration is the most critical element in the ad’s success. It can also visually communicate product benefits and concept, and lead the reader into the headline and copy.
The headline is used to attract attention, arouse interest, and make the ad more attractive and readable. However, it should not be over 10 words and more than 15 % of the ad’s total area.
Style of typeface used in the headline, subhead and copy will impact the mood and readability of the ad. Mixed type should be either very similar or very different. Mixing more than two (or three at most) different typefaces makes an ad busy and confusing.
Because we read left to right and top to bottom, the logo or company signature can be strategically placed in the lower right hand corner of an ad. With this position, the logo is the last element we see and most likely remember.
Direct the Viewer’s Eye
From the page’s top, down through the center and end at the page’s bottom. The eye sees the illustration first, and then we read down from there. Headlines located below the illustration pull 10% more readers.
The optical center of an ad is in the center and two-thirds up from the bottom. This should be the ad’s focal point.
Proportional Use of Space
The proportional use of space in an ad is dependent upon the product and market target. Product ads that try to communicate an image (perfume, jewelry, etc.) will have a greater proportion of illustration and little copy. Conversely, an ad for a technical product will have more copy.
At least 20 % of an ad should be blank (white space). Ample white space helps gain attention, create contrast, and unify the ad. White space is probably the most underestimated element in advertisements.
A page without a border is called a bleed because the ink bleeds through the surrounding white border into the trim space. An obvious benefit of this technique is that the ad itself becomes larger. Although most publishers charge extra for bleeds, this cost is often justified by the ads extra impact. A bleed carries the implication of action, freedom, and adventure and tends to make the ad more lifelike. In research, it is found that nearly half of all high readership ads used bleeds. Conversely, only 14% of low readership ads used this technique.
In contrast, borders set up continuity, structure, and formality. Borders can isolate the ad from surrounding copy and other ads -forcing you to focus on the ad. However, they tend to make the ad appear smaller.Tagged with: advertising layout • advertising layout strategy • ad’s psychological • ad’s psychological elements • creative advertising layouts • creative layouts • functions layouts • layouts execution • print advertising • viewer's eye