Layout Flashcards
- the total appearance of an ad
2. a blue print for production of an ad
layout
space allocations
illustration 60-70%
headline 10-25%
copy 15-25%
logo 5%
both photo and drawing in advertising; the attention getting device
illustration
when the headline is over the photo, which makes it compete for attention with the photo
overprinting
headline rules
- print the headline on a single, solid background
- use a bold typeface
- never use a hard to read typeface
- never print on a multicolored background
reverse type
printing white on black
optical center
5/8 up from the bottom; focal point of the attention getting device
formal balance
duplicating or simulating similar elements on each side (mirror imaging)
informal (asymmetric) balancing
precise placement of a mix of sizes, shapes, and colors; more active and dramatic than formal balance and suggests movement
rule of thirds
divide vertically and horizontally into thirds into 9 sections to create 4 focal points
vertical half
ad that shares the page with editorial content
island half
ad in the center surrounded by editorial content
white space
part of the ad that is blank; recommended to be 20% of the ad
bleed
page without a border; costs 10-20% more; makes the ad more life-like
border
ads formality, continuity, and structure to an ad, unlike bleed
simplicity
element that is an ad’s clarity; if an ad is simple, the reader should be able to understand the ad’s meaning in half a second
unity
ad’s binding agent
harmony
everything needs to go together
picture window
little copy, placed below the illustration; useful in creating intimacy with the illustration
silhouette
the foreground elements are clear but the background is blurred; clever way to emphasize the product and the background introduces the product concept
square zero
a picture in a wide-bordered frame; directs your attention into the product in the middle
mondrian
only layout pattern that emphasizes proportion rather than eyeflow; utilizes a fitted set of vertical and horizontal rectangles in different sizes that contain illustrations; contains no copy between the illustrations
closure
very dramatic; makes the reader have to see how the ad’s picture makes sense
oversizing
creates contrast and draws attention; can oversize the illustration or product
juxtaposition
juxtaposition of a size (small to large); combination of ordinary elements in a surprising way; ex: opposite from nature
surrealism
lends itself to imagination and fantasy; creates a dream-like quality
shock
attention getting by using shocking illustrations; may cause people to remember the ad and not the product/brand, though
directing attention
movement of the eye
diagonal
upper left to lower right
alternation
shows a variety of styles and products in the ad
standard layout
straight line from top to bottom; works well with a formal layout
C-pattern/reverse C
begins in upper right and circles down to end in lower right; or the reverse - upper left circling to lower left
Z-pattern
starts at upper left and ends at lower right
overlapping
creates the illusion of depth and visual progression
spatial progression
the illustration leads your vision to the product or headline; elements in the ad are moving your eye through the ad
purposes of the headline
- get your attention
- arouse interest
- make the ad more attractive and readable
purpose of subheadline
- helps clarify product benefits
2. forms a natural transition to the body copy
