ADVERTISING LAYOUT

• Layout is a plan , arrangement overall structure blue print

of advertising copy. It arranges headlines, sub-headlines,
slogans identification marks, boxes, text-body, blurbs
closing idea, etc.., in the systematic manner. Its main
purpose is to secure higher attention by presentation of
headlines, slogans ,illustrations in most effective manner.

• Layout means two thinks: in one sense , it means the total

appearance of the advertisement – its design and the
composition of its elements ; in another sense , it means
physical rendering of the design for the advertisement – its
blueprint for production purpose”.
 Components of Ad layout
1. Background
2. Border
3. Caption
4. Coupon
5. Body copy
6. Creativity
7. Decoration
8. Heading
9. Illustration
10. Signature
11. Name plate or Company Logo
12. Price
13. Product
14. Slogan
15. One second test
16. Space
17. Sub- Heading
18. Test
19. Trade Marks
20. Colours.
 Format of Ad Layout
1. Picture window: A large picture dominates the layout , much like a
picture window , often in the front of house.

2. Multi- Panel: This Layout consists of equal –size boxes and is useful for
showing several items at a time.
3. Split : This type of layout looks as if the page were divided into sections
it can be split vertically , horizontally or diagonally and can be broken
into two or more section
4. Frame: When a layout has a border , it is called as frame ad. The border
can be a thick or thin rule , a visual, or type that runs around the layout.
5. Circus: This is layout that can look disorganised. Although designers
usually detest circus ads, they are often used for supermarkets,
electronic retailers, automotive dealerships, garden nurseries , and the
tire and can be very effective .
6. Rebus: when a layout includes picture that substitute for words , it is
called a rebus Ad. If the ad were for a pizza shop , the ad could real like
this ; “Do you love picture of a slice of pizza ?.” with lots and lots of
picture of cheese? Then , it is a clock ‘s face for the word “ time” to try
our cheesiest picture of pizza with tons of cheese ever!”
7. Mondrian : when there are different-size objects to show in the
layout, using various size of rectangles can unify the design.
Named after the style of Dutch painter Piet Mondrian , the
Mondrian offers a sound way to showcase unrelated objects in an
organised way.

8. Picture caption : here images are accompanied by a little bit of

copy. This format makes it easy for the reader to quickly grasp the
image and product information as one units.

9. Cartoon : Any layout that uses cartoon illustration as a visual is

considered a cartoon format.
10. Comic Strip: just like the comic in newspaper , the comic strip
format has several boxes of cartoons that continues the message
from one Letter inspired to the next.
11. Letter inspired: In this from of layout letter is an important part of
the design . It can be used as the main format for a layout. For
example, the copy blocks can be set in the shape of letter, one
large letter can dominate the page , or the visuals can be text
wrapped to suggest a letter.
12. Big Type: Many retail sales ads use gigantic type to
make sure that it is seeing by people.
13. Spot Colour: Some layouts are black and white with
just a touch of another colour in certain spots. For
Example :a florist could be showcasing red roses by
using red just for the roses in a black and white ad.
14. Special Effects: Layout that look as if the corners were
burnt or as if someone took a bite out of the side are
examples of special effects.
15. Strip (vertical or Horizontal ): Ads that are narrow
and tall or wide and short are called strip Ads.
Because they take up a vertical or Horizontal strip of
page. For example : , to show a four –scoop ice-cream
cone , a vertical strip ad would be ideal.
16. Double truck: when a layout goes across two pages ,
it is called as spread or a double truck.
 Designing layout for Advertisements
1. Thumbnail Sketches: The thumbnail sketch , or thumbnail
is a small , rough , rapidly produced drawing the artist
uses to visualise layout approaches without wasting time
on details. Thumbnail are very basic. Blocks of straight
lines indicate text placement , and boxes show placement
of visuals. The best sketches are then developed further.

2. Rough layout: In a rough layout, the artist draws to the

actual size of the ad. Headlines and subheads suggest the
final type style, illustrations and photographs are sketched
in, and body copy is simulated with lines. The agency may
present rough to clients-particularly cost conscious ones.
3. Comprehensive: The comprehensive layout ,or comp is
highly refined facsimile of the finished Ad. A
comprehensive is generally quite elaborate ;with
elaborate , with coloured photos press on learning
Photostats of sub-visuals and a glossy spray coat. Today ,
copy for the comprehensive is typeset on computer and
positioned with the visuals, and the ads are printed as a
full - colour proof. At this stage ,all visual should be final.

4. Dummy: A dummy presents the handheld look and feel of

brochure, multi-age material , or point of purchase
displays. The artist assembles the dummy by hand, using
colour makers and computer proofs, mounting them on
sturdy paper, and then cutting and folding them to size. A
dummy for a brochure, e.g. Is put together, page by page,
look exactly like the finished product.
5. Mechanical (Paste –up): The types and visuals must be placed into
their exact for reproduction by printer. Today , most designers do
this work on computer, completely by passing the need for a
mechanical . Some agencies, still make traditional mechanicals
where black type and line art are pasted in place on a piece of
white art board- called a paste up – with overlay sheets indicating
the hue and positioning of colours.

6. Approval: The work of copywriter and art director is always subject

to approval. The larger the agency and the larger the client , the
more formidable this process becomes. A new Ad concept is first
approved by the agency’s creative director. Then the account
management team reviews it . Next , the client’s product managers
and marketing staff review it , often changing a work or two some
or sometime rejecting the whole approach. Both the agency ‘s and
client ‘s legal department scrutinise the copy and art for potential
problems. Finally the company ‘s top executive review the final
concept and text.