ADVERTISING LAYOUT DESIGN

INTRODUCTION

While making a design, certain things need to be taken care off, so that the design fulfils the
need for effective communication besides being attractive and beautiful. While embarking on
the making of the layout, one needs to understand the message and for whom it is intended.
So the following aspects become the points of study to facilitate the job of making a layout.
For an advertisement design is more important to be successful than just beautiful. The design
must have balance, rhythm, emphasis, unity, simplicity, preparation, harmony, line, shape and
movement. Good layouts never just happen; they have to be deliberately and carefully
planned and worked out. Some of the things that help or direct the design of the layout must
be kept in mind and considered serious:

 The nature of the message.

 Kind of picture or image that will be used.
 The process and paper on which it will be reproduced.
 The amount of text and its size.
 Whether the layout will stand alone like a poster or compete with others in
surrounding environment like in a newspaper.

THEME AND CONTENT

The subject, theme or content dominate the idea of a layout — which then gives an
idea about the target audience and how they need to be approached to get a favourable result.
Something that is meant to shock, alarm or awaken the masses like an epidemic or terrorism
need to have a bold and hard hitting approach, where as a film with a love story can have a
softer and sensitive approach. The requirement of the subject leads to the “style” of the
layout.
 Our communication should be made only after understanding how the receiver will
look at it, not just how it was perceived by the creator, the receiver may just fail to see it from
our point of view. This should be the guiding force while working out a concept. Recall the
series of advertisements for a leading television brand which used a devil to show envy.
When the revolutionary campaign was released long ago, the up-market target audience may
have enjoyed the concept, but majority of the countrymen who saw it did not understand it.
Creative strategy needs a bit of practice — a background has to be made for the main
message so that it is received favorably in the right manner as desired.
Example, it is like how you ask your dad for a laptop. He must be in the right mood,
you will look for the correct time and grab the opportunity when it comes, besides having
practiced couple of times for what words to choose and what tone to use.

PRINCIPLES OF GOOD LAYOUT

An infinite number of arrangements are possible for the elements of an advertisement.
However, regardless of the arrangement of the elements, certain sound principles should be
followed in a good layout. These include:
(1) Balance: Balance, of considerable importance in a layout, involves artistically combining
the various sizes and shapes that make up an advertisement. Essentially, there are two forms
of balance
 Formal or symmetrical
 Informal or asymmetrical
(2) Movement: If a print advertisement is to get the reader’s eye to “move” through it, the
layout should provide for gaze motion or structural motion.
(3) Unity: Unity in layout refers to keeping the elements of the advertisement together so that
the advertisement does not “fall apart”.
(4) Clarity and Simplicity: Although, it is important to make a layout interesting, care must
be taken to see that it remains simple enough so as not to lose its clarity and simplicity.
(5) Emphasis: A good layout should make the advertisement as a whole prominent and also
emphasize certain more important elements. It can be done so by following some of the
following techniques:-
 Repetition: A headline, an illustration or a trademark, for example, may gain added
emphasis if repeated several times.
  Contrast: Another technique is contrast of size, color, or style. In a row of six men,
all six feet tall, with a small boy at the end, the boy would attract attention.
 White Space: This is another technique which should be use very carefully.

TYPES / KINDS OF LAYOUTS

The several different forms of layout each serve a particular purpose and may not all be used
for any one advertisement. They are as follows:
1. Thumbnail Sketches:
They are miniature sketches that are used by the art directors to convey the basic layout
style and treatment without spelling out small details.
2. Rough Layout:
Rough layouts or visuals, are prepared for almost all advertisements. They are the same
size as the finished advertisements except for outdoor posters.
3. Finished Layouts:
The next stage is the preparation of the finished layout, which is worked more carefully
than the rough layout. They suggest in considerable detail the style of the illustration and
headlines and therefore serve as a guide to artist and typographer.
4. Comprehensive Layouts:
A comprehensive layout is prepared for a client when they are unable to judge the effect
of the finished advertisements by looking at the finished layout. These layouts come very
close to resembling the finished advertisements.
5. Working Layouts:
Working layouts are not really layouts, but rather a sort of “blueprint” for production,
indicating the exact position of the various elements and appropriate instructions for the
typographer and engraver. They are also known as “mechanicals”.

A layout is the play in placement of given text and suitable images on a given surface area.
Layouts can be classified in three categories:
1) Text Dominant
2) Image Dominant
3) Image and Text
 Text Dominant: If there is too much or large text then it will have to be text dominated.
But from the layout point of view the headline could be used in large display fonts
occupying more area if that creates the desired effect.
 Image Dominant: These layouts are seen regularly in our newspapers and magazines,
where a picture of a celebrity takes centre stage or the product is shown in all its glory like
in most automobile advertisements.
 Image and Text: In these types of layouts, image and text are used in equal measure, and
given a balanced exposure.

MECHANICS OF LAYOUT
Layout artist follow certain general rules in the mechanics of their production to achieve
as nearly as possible the effect of the finished advertisement. Some of the rules are as
follows:
1. Headlines, subheads and logotypes are lettered in on the layout to indicate the general
type classification to be used and the weight of the type.
2. The lettering should be careful enough to suggest the general type classification that is
in keeping with mood of the layout.
3. Body copy, unless it is very large, is not lettered on the layout.
4. A finished layout to be submitted to a client for approval should contain no extraneous
marks.
5. Measuring out the space for the advertisement.
6. By, paying a premium charge, the advertiser may use the white margin around the
advertising space.
7. In illustrations which are to have tonal values, such as photographs and wash
drawings, the tonal values should be indicated by shading the drawing on the layout.

ORIENTATION OF THE LAYOUT

The paper or surface we use for artworks usually is rectangular in shape. How you
place it when you start working on it, taller side i.e.-vertical or wider side i.e. horizontal is
what is called orientation of layout. Those of you who are familiar with working on a
computer may know that if you open ‘page layout’ in the menu you get two options – the
horizontal format which is called landscape and vertical known as portrait.
 When one starts to work on a design, it's important to decide which option we want to
use or better, which one will be more suitable to the job we are about to execute. For example
if it’s a letter, it is always in a vertical format as the line length in a horizontal orientation will
become too long to read and comprehend. (You have learnt in the chapter on typography
about the ideal number of characters easily readable in a line.) Besides business letters,
certificates and other such official documents are normally stored in files, so the vertical or
portrait style is preferred.
The choice of format has to be made only on some occasions as certain things already have a
fixed format like:
Vertical: Newspapers, Magazines, Most Books, Journals
Horizontal: Hoardings, Banners and Sign Boards, Vehicle graphics.

LAYOUT COMPOSITION

The visual aspects of the message to be conveyed have to be considered to make the
layout aesthetic and communicate effectively. Then it also depends on what the layout is
being made for since the requirements for different media differ.
If you look at newspapers, magazines, books, stationary, posters, hoardings, book covers etc.,
you will notice that the layout is different. These layouts are based on a fixed format called
Grid. There can be layout compositions which are not formatted or conform to any
specification, they are called free or informal compositions, and they may be illustrative.
Balance in Compositions is usually classified as:

1) Symmetrical
2) Asymmetrical
3) Mechanical
4) Visual
(a) The layout composition is easy to make if it is based on a grid.
(b) A grid helps divided and use the given space in an organized manner.
(c) A grid is made after centre of interest is decided depending on the requirement, for text if
it is primary in the case of books, in a book cover text could be secondary and in case of a
magazine cover, apart from the title, the rest of the text could be tertiary in importance.
(d) A grid helps define the text box, the image box and the gutter (space between text and
image boxes.) Let us take a closer look at how a grid is made and how it works.
THE GRID SYSTEM

The grid method encourages the designer to view the entire page surface as a total unit,
breaking the area into sub-zones in which the elements are placed – rather than letting the
layout develop from copy in a free flowing haphazard manner.

(i) Each element of the total presentation like copy, picture, logo etc. is placed into one or
more of these sections. It is then very easy to move each of these units around until the
most suitable and pleasing arrangement is determined. Text and visuals can be distributed
leaving white spaces as required and suitable. Let us go step by step.
(ii) The Grid system first divides the page into vertical and horizontal sections of equal size.
(iii)Now margins are added around each unit. The margins indicate breaks between columns
of copy and or breaks which would keep blocks of elements from coming too close to
each other.
(iv) The divisions can now be used as required to place text and visuals.
(v) Copy, headline, logo, visual and other such elements like these determine the grid format,
the grid in turn, determines the precise size and space. Another example is of an Irregular
Grid. This when used gives a more refined look. This is called dropping units.

COLOUR IN LAYOUT

Colour is a very important factor in an advertising layout because it attracts attention. If an

advertisement is colorful it’s obviously more attractive, provided it is used discriminatively.
Since the image reproduced is as good as real, and the nature of properly and perfectly
conveyed colour can be very advantageous. Colour increases the degrees of attention and
invites more audience. It increases memory value and layout efficiency, also creates a
pleasing, rhythmic movement of the eye. Colour has emotional qualities.

Copy and Type

Reading the content of the text, and understanding the message always helps make a good
layout. It is good, to think seriously about the written text, which is called copy in a layout.
Since, have to work with it so learn to examine the words themselves in order to find some
key that will be a guide. Reading or studying the copy will help plan the layout. Choosing the
column width and typeface may be influenced by the kind of text you have to deal with, so
you can work backwards.

Design for Publication

When we begin to design it is important to know how and where it is going to be printed.
These days the design could be applicable to various media, not just one, so one must try to
know the expected usages. While designing for the print media the size and other things have
to be kept in mind. After all a good design has to look good after it is printed in a magazine,
newspaper, poster or book, wherever it is meant for. Two things that largely contribute to the
final result are, the type or method of printing which could be offset, digital or screen and the
type of paper used.

Layout of a Newspaper

Newspapers as you may have observed have a typical layout and the pages are divided
vertically into what is known as columns. The column size in different newspapers also vary,
newspapers are generally around eight columns of 4cms width each. The divisions are made
by line spaces left blank between two sets of texts, these are called gutters.

Layout for a Magazine

Like newspapers, magazines also have their specifications. The page sizes are defined and the
print area is also fixed and artwork or layout must adhere to that. Notice that in all
newspapers and most magazines, a kind of border or margin is left outside of the area of
artwork, the matter or text area is known as the print area. Printing of text is seldom done till
the edge of the paper. On the covers of magazines and on some pages inside you may observe
the picture or background colour printed up to the edge of the paper, this is called the bleed.

FUNCTIONS OF AN ADVERTISING LAYOUT

An advertisement layout is a blueprint. The main functions of layout are:-
i. Assembling different Parts
The main function of layout is to assemble and arrange different parts or elements of
an advertisement illustration, headline, sub headlines, slogans, body text and identification
mark and boarder and other graphic materials – into a unified presentation of the sales
message. In all the layouts these elements are presented in the same size, form, shape,
position and proportion as desired by the advertiser in the final ad proof. Thus layout gives
both creative personals (copywriter and artists) and the advertiser who pays for it a good idea
of how the finished ad will finally appear.
ii. Opportunity of Modification
The layout offers an opportunity to the creative teams, agency management and the
advertiser to suggest modification before its final approval and actual construction and
production begins.
iii. Specification for Costs
The layout provides specification for estimating costs and it is a guide for engravers
typographers and other craft workers to follow in producing the advertisement.

ETHICS OF DESIGN AND LAYOUT

It is not necessary that all elements of advertisement copy must form part of the copy.
They appear in today’s ads with varying degree of frequency. The components of the copy
must be decorated or positioned on the basis of certain basic principals regardless of the
number of elements in an add. The following five principles of good composition are
important to anyone who creates or evaluates the advertisement -
(1) Balance
(2) Proportion
(3) Contrast and emphasis,
(4) Eye –movement, and
(5) Unity.
1. Balance
A layout may be called balanced if equal weight or forces are equidistant from a
reference point or a light weight is placed at a greater distance from the reference point than a
heavy weight. Balance is the law of nature. The reference point or fulcrum is the optical
centre of the advertisement. The artists with a given area or space, are to place all the
elements within this space. Optical centre of fulcrum of the ad is often a point approximately
two – thirds of the distance forms the bottom. It is the reference of the layout.
2. Proportion
Proportion is closely related to balance since it refers to the division of space among
layout elements for a pleasing optical effect. Good proportion in an advertisement requires a
desired emphasis on each element in terms of size and position. If the major appeal in an
advertisement is product’s price. The price should be displayed in proportionate space
position.
3. Contrast and Emphasis
Contrast means variety. It gives life to the whole composition and adds emphasis to
selected important elements. An advertiser always looks to advertisements from completion
point of view and desires the policy of the most important elements to attract the attention of
the people.
An advertisement with good contrast may attract the attention of customers contrast
maybe visible in a number of ways. It may be witnessed through sizes, shapes and colours.
Different colours sizes and shapes of elements in an advertisement add contrast. The varying
directions, of design elements (Vertical trees, horizontal pavements arched rainbows) add
contrast. There must be sales communication purpose behind every layout decision made.
4. Eye Movement
Eye movement is the design principle which helps move the eyes of the readers from
element to element in the order given in the hierarchy of effects model for effective
communication of the message in advertising. An effective ad uses movement to lead its
reading audience from initial message awareness through product knowledge and brand
preference, to ultimate action (intent to purchase).
Direction and sequence are two terms for the same element and artists may perform
it in many ways.
Mechanical eye direction may be created by devices such as pointing fingers lines
arrows or even a bouncing ball that moves from unit to unit.
Planned eye movement should follow the established reading patterns too, such as
the tendency to start to top left corner of a page and read through to the lower right corner.
The eyes also moves naturally from large items to small from dark to light and from colours
to not – colours.
5. Unity or Harmony
Unity or harmony is another important design principle. Although each element
should be considered as a separate unit in striving for balance, proportion, contrast and eye
movement the complete layout or design should appear as a unified composition. Common
methods of securing unity in layouts are
(i) Use of consistent typographical design.
(ii) Repetition of the same shapes and motifs,
 (iii) The overlapping of elements
(iv) Use of a boarder to hold elements together and
(v) Avoidance of too much space between various elements.
Although unity and contrast seem conflicting but, they function quite smoothly
together if they operate at cross purposes, if the artists strive for balance here as well as in the
layout overall.
Unity contributes orderliness to elements – a state of coherence, if they are properly
placed. Contrasting size, shapes, colours and directions can flow together beautifully.

ELEMENTS OF A LAYOUT
An advertising copy is the means by which the advertiser’s ideas are given expression
to in a message to readers.
Regardless of its length and brevity copy refers to all the reading matters of an
advertisement, including the headline, sub- headlines, text or body, and the name of the firm
or the standard initials of the advertiser. As we have seen that advertising has so many
immediate purposes but its ultimate goal is to stimulate sales.
As a reader turns the pages of a magazine or newspaper, he notices so many
advertisements but a great variation in copy. Some copy may be so sticking that the reader
takes immediate action and rush to the nearest dealer to purchase it while there may be some
other copy or copies that he does not like or it does not click to his mind. The first copy
conforms to the requisites of a good copy.
A copywriter must take pains in making up a sound advertisement copy containing its
various components i.e. headlines, subhead lines, illustrations etc. The following are the main
components of an advertisement copy
1. Background
2. Border
3. Caption
4. Coupon
5. Decoration
6. Heading
7. Illustration
8. Mascot
9. Name Plate
10. Price
11. Product
 12. Slogan
13. Space
14. Sub-heading
15. Text
16. Trademark
1. Background
The background for the advertisements should be somewhat catchy and colorful. The
arrangement of background differs from medium to medium and advertisement to
advertisement. In short, background should be suitable for the contents of the advertisement.
2. Border
It is defined as the frame of the advertisement. Border is employed to impart the
reading atmosphere. The border may be light or heavy, obvious, plain or fanciful. The border
may also contain a logo.
3. Caption
It refers to the subtitle. But in most of the advertisement it is converted into heading or
sub-heading.
4. Coupon
Coupon is that part of the advertisement which is intended for the convenience of the
prospective customer in communicating with the advertiser. The coupon must contain the
name and full postal address of the firm followed by the offer. The offer should be brief and
clear. There should be space for name and address of the prospective customer. The usual
shape of the coupon is triangular or rectangular.
5. Decoration
Advertisement decoration is the ornament of the advertisement. This is done to
emphasis the advertisement message.
6. Heading
The heading or headline is defined as the title of the advertisement. The words in the
heading should be short.
7. Illustration
Illustrations are the part of layout that pictures the basic theme of the advertisement. It
has the power to capture the attention of the reader. The advertisements become richer by the
use of illustrations.
8. Mascot
It is known as the trade character or trade figure. It is an illustration of either a real or
an imaginary figure or personality given in the advertisement.
9. Name Plate (Logo)
The name plate or name block is the signature of the advertiser. It represents the
personality of the company and its product.
10. Price
It is another part of layout. The price of the product should be featured clearly. The
price is usually taken in the concluding lines of the copy.
11. Product
It refers to the representation of the product offered for sale. A very popular practice is
to show the product in use with illustrations.
12. Slogan
Slogan is a sales argument. The arrangement of slogan in the layout is determined by
the importance of its relation to the advertising message.
13. Space
Space refers to the entire space left in the space hired by the advertiser. This depends
on the design of the copy.
14. Subheading
It is a secondary heading. It is given to support the heading or to pick out the various
selling points given in the text.
15. Text
Text or body of the advertisement refers to the general reading matter. It is the subject
matter of the copy. It should be neither too wide nor too narrow.
16. Trade Mark
It is a word or design by which a product is defined. If the trademarks are registered it
can be included in the layout.
17. Colour
Colour is another element of lay out and can be used with impact only if its dimensions
are understood. Basic principles of lay out design are the same for both colour and black-and-
white. The decision to use colour, and how much of it, can influence the development of copy
and art and the production of finished print advertisement. The use of colour directly
influences the cost of advertisement but offers significant advantages.
 Colour adds attention-capturing value to the advertisement.
 Colour can help in imparting emphasis to important elements in an advertisement..
 Colour can add as sense of realism or atmosphere.
 Colour imparts a feeling of quality and prestige to the advertisement.