Wednesday, 17 July 2013

Advertising art & la yout,

Advertising layout definition is the design or final arrangement of something that is laid out and waiting to be reproduced especially by printing e.g advertisement, magazine book etc. It lays out several graphic elements e.g color, body, headlines and establishes the overall appearance and importance and are usually prepared to explore different arrangements before the final layout.

An advertisement layout can be defined as the systematic design of size, color scheme, graphics, object and text placement to send intended message to the target audience


The Importance of Art Layout in Advertising

The Goal of Art Layout

The person who lays out your ad should consider herself primarily a communicator, not a designer. The goal of your layout is to get people to read and understand your message. Your copy should get potential customers to act, while your layout should get potential customers to read your message. Don't be wowed by graphic artists who know how to use the latest software or have a portfolio of beautiful layouts. Ask potential creative people to explain their communication concepts for your ads, rather than their design perspective.

Inverted 6

Westerners read from left to right, starting at the top of a page and moving to the bottom. Place the elements contained in your ad on your page starting with the most important information at the top left. Place other elements starting clockwise, as if you have flipped a numeral six and are following its line.

People

Photos of people can create empathy with readers. Women respond better to other females, putting themselves in the picture. Men respond to sex in advertising more than women do, according to advertising researcher Richard F. Taflinger, associate professor at Washington State University's Edward R. Murrow College of Communication, so pictures of females may be a better choice than photos of other men. If you show a face, have the person looking into your ad, not off the page; readers will often follow the eyes of a person in a photo, which may direct them off your ad and onto the next page.

Images and Color

Men and women respond to images differently, according to Taflinger. Males respond better to more linear shapes and simple objects, looking for an objective answer. Women prefer curves, colors and people that create a story. Choose brighter, softer colors for an ad targeting women and fewer, darker colors for men.

Typography

Placing white type on a dark background makes your ad stand out from others for a reason --- it's so difficult to read, professionals don't use it. Gimmicky fonts, headlines in all caps with a sans serif font, and text running over a photo all make copy more difficult to read, driving down readership. Ask potential designers their view of typography and how they use it to communicate. Consider tightening up your text by decreasing the leading, or space between lines, from the default setting of your page layout program. Use a larger font for older readers. If you are doing a multi-page ad or brochure, stick with one font family, using italics or boldface for headings and subheadings. Using too many different fonts decreases the continuity of your message from page to page or panel to panel.

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