LAYOUT

§Layout is an aesthetic arrangements

of all elements n a given space.

§Its fuction is to assemble the different

parts of advertisements – illustrations,
headlines, body text, the advertiser’s
signature, and perhaps borders and
other graphic materials into a unified
presentation.
ELEMENTS OF
LAYOUT
 ELEMENTS OF
LAYOUT
1. Headlines
§Lines of test
that are set in
larger type for
the purpose of
attracting
readers.
2. Subhead ELEMENTS OF
lines LAYOUT
§Subheads can
be used to
break text into
shorter
segments.
§ It can also
appear
beneath a
headline, but
should not be
too detailed.
 ELEMENTS OF
LAYOUT
3. Body Copy
§The narrative
that further
explains the
advertising
concept.
 ELEMENTS OF
4. Visual
LAYOUT
§The image,
which may
include any of
these
components:
§ Photograph
§ Illustration
§ Graphics
§ Typographic
element.
 ELEMENTS OF
LAYOUT
5. Captions
§When you
include photos,
artwork, or
infographics,
you might
need a caption
to give readers
a bit more
detail. Strawberry Chocolate cake

.
6. Tagline  ELEMENTS OF
§ Also called the claim, LAYOUT
end line, or slogan.
§ The tagline/claim is
the verbal message
associated with the
product or service.
§ It is used in ad
campaigns,
establishing a theme
and capturing the
spirit, quality, and
benefit of the
product or service
being promoted.
 ELEMENTS OF
LAYOUT
7. SIGN-OFF
§A logo,
photograph or
illustration.
§Sometimes the
product is the
visual/logo
and no sign-off
is needed.
ELEMENTS OF
LAYOUT
PRINCIPLES
OF GOOD
LAYOUT
 PRINCIPLES OF
GOOD LAYOUT
1. Balance
Balance is considerably
important in a layout. It
involves artistically
combining the various
sizes and shapes that
make up an
advertisement.
-Formal or Symmetrical
-Informal or
Asymmetrical
 PRINCIPLES OF
GOOD LAYOUT
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 structure
motion.
 PRINCIPLES OF
GOOD LAYOUT
 PRINCIPLES OF
GOOD LAYOUT
3. Unity
Unity in layout
refers to keeping
the elements of
the advertisement
together so that
the advertisement
does not “fall
apart”.
 PRINCIPLES OF
GOOD LAYOUT
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
clarify and
simplicity.
 PRINCIPLES OF
GOOD LAYOUT
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 the following
techniques-
 EMPHASIS
- 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.
 LAYOUT
BASIC FORMATS
 BASIC FORMATS
1. Mondrian Layout
2. Picture-Window Layout
3. Copy-Heavy Layout
4. Frame Layout
5. Circus Layout
6. Multi panel Layout
7. Silhouette Layout
8. Big Type Layout
9. Rebus Layout
10.Alphabet-Inspired Layout
1. Mondrian Layout
BASIC FORMATS
Mondrian layout
was named after the
Dutch painter Piet
Mondrian.
The layout involves
with proportion, It
uses black bars and
lines and solid
areas of primary
color to divide the
canvases into
vertical and
horizontal
rectangles and
squares.
Mondrian Layout
Mondrian Layout
 BASIC FORMATS
2. Picture-Window
Layout
§The object shown
in close-up.
§generous display
of picture and
tight editing of
copy so it will fit
the small space
remaining.
Picture-window Layout
Picture-window Layout
 BASIC FORMATS

3. Copy-Heavy
Layout
The layout
concentrated to the
copy writing
(dominated by text).
Copy-heavy layout
 BASIC FORMATS

4. Frame Layout
Layout with story on
the frame.
Frame layout
 BASIC FORMATS

5. Circus Layout
§ The layout not refer
to the standard
layout.
§ Composition of
element is irregular.
Circus layout
 BASIC FORMATS

6. Multi-panel Layout
The layout is divided
into several theme in
same shape (square /
cube/ etc.)
Multi-panel layout
7. Silhouette Layout BASIC FORMATS
Layout in the form of
illustrations or
photographic
technique. Only
highlighted the
shadow. The
presentation can be
shaped Text-Rap /
spot color illustration
or reflected light
image pickup with
photographic
techniques
SILHOUETTE LAYOUT
SILHOUETTE LAYOUT
SILHOUETTE LAYOUT
 BASIC FORMATS

8. Big-Type Layout
§ The layout just
emphasize the font
type and big size
font. Usually just for
headline.
Big-type layout
Big-type layout
 BASIC FORMATS

9. Rebus Layout
§ Layout shown text
and image.
§ The layout forming a
story.
Rebus layout
Rebus layout
 BASIC FORMATS
10. Alphabet-
Inspired Layout
§ That layout
emphasize the
arrangement of
letter or numbers in
an appropriate
sequence or forms
a word or
enhanced to give
an impression of
story or an idea for
advertisement.
Alphabet-inspired
layout
STAGES IN LAYOUT
PRODUCTION
 Stages in Layout

1. Thumbnail
2. Rough Layout
3. Comprehensive
Layout
4. Finished Layout
 1. Thumbnail Sketches

Thumbnail
Sketches
§ A thumbnail is
a visual
record of the
designer’s
thought
processes.
§ Quick visual
idea
 2. Rough Layout

Rough Layout
§ An actual size
sketch, presents a
more accurate
appearance of
the proposed
design.
§ Redirection
before the design
is finalized.
 3. Comprehensive
Comprehensive Layout
Layout
§ Represents the
closest visual
form to the
actual printed
piece.
§ It is an
opportunity for
the client to
check final color
choices, design
and copy
corrections from
previous stage.
4. Final Layout