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.
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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
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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.
