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Chapter
09
Layout in Advertising
Modular:
Afjal Hossain
Assistant Professor
Department of Marketing
Patuakhali Science & Technology University
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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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.
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Pre-requisitions of Layout
1.
2.
3.
4.
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.
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Pattern of Layout
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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Elements of Layout
Style Sheet Method:
1.
Paper Selection
2.
Font Selection
3.
Font Size Selection
4.
Determine font size for headline & sub-headline
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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Grid Method:
1.
Elements of Layout
Column
2 columns: Type size & Graphics will be larger
4 columns: more design (photo, headline, subheads, quotes etc)
2.
Headline
Should be within 8 words with one line
Sometimes it may be 2 lines
3.
Body Copy
Would be written normally with Times New Roman font
4.
Subheads
Subheads should always be larger and darker than the body text and in the same
typeface as the headline, only smaller
5.
Kicker
A kicker is a line or two of text printed above the headline
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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Picture: Kicker
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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Principles of Layout
1. 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.
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Principles of Layout
2. 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.
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Principles of Layout
3. Getting their attention
grab their attention first, and then keep them reading
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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Principles of Layout
4. Alignment
Choosing different alignment for the customers
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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Principles of Layout
5. Emphasis
Things may be Headline, Photo, Graphics etc.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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6. Proximity
Place related information in proximity, and
information with white space, rules, and borders.
separate
unrelated
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.
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Suggestions for Layout Design
• Place it between two columns, wrapping text around both sides.
• Place it in a column by itself and surround it with white space.
• Right justify it in the last column.
• Place it beneath the headline as a deck.
Tom Duncan “Principles of Advertising and IMC” 2nd ed.
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