Layout may be defined as the arrangement of the various elements of advertising such as illustration, text matter, product and

name
of the company. A good advertisement is a combination of both copy and art.
Advertisement layout is a process concerned with the physical arrangement of all the elements of advertising message for faster
and better sales presentation and communication.
In other words, layout is the visual plan for arranging the elements of an advertising message in printed form. Advertising layout
deals with proper and attractive physical arrangement for the presentation of the advertising message or the sales communication.
An advertisement layout usually consists of the following components: Background, Decoration, Nameplate, and Space
A copywriter is responsible for the words, that is, the copy, whilst the art director is responsible for the illustrations and the layout.
The copywriter and the art director must therefore work closely, as whilst the former visualizes the advertisement, the latter brings
the visualization into reality.
The layout must be prepared separately from the copy and must indicate the kind of type to be used, the amount of space to be
apportioned, the border to be used and the exact position of the illustration, if any, to be included. The layout is a plan of an
advertisement and makes the work of the printer easier.
The first step in the preparation of the layout would be to indicate on a piece of paper the exact size of the advertisement because
the slightest mistake in size may necessitate decomposition. Instructions should be carefully given and should be as complete as
possible.
Procedure for Designing Advertisement Layout
In the initial stages of an ad’s development either the copy writer or the art director forms a mental image of the ad. The copy writer
may use rough sketches to develop the theme and to convey ideas to the artist. The artist will visualize the thought sketch and
provide a pictorial representation of it.
Visualisation is often confused with the terms illustration and layout. Visualisation precedes both the illustration and layout and is the
process of forming a mental image, picture or representation of an object or idea. The layout is the physical arrangement of the
elements in an advertisement so that this mental idea may be effectively presented. The picture portion of the layout is generally
referred to as the illustration.
Much of the creativity in advertising evolves from the process of visualisation and the countless ways in which mental images can be
made to represent ideas. Impending danger is vividly and graphically presented by an onrushing train over an old trestle, a child
retrieving a ball in a street, or a flashing red light.
Effective advertising requires that these images be consistent with a advertiser’s message, which is concerned with the need or
desire the product fulfills.
It is the job of the layout artist to combine all the elements in the idea into a single, effective communication. This requires adding to
the idea a head line, illustration, body text, logotype and occasionally a sub head line, picture caption trade mark, coupons or seal of
approval.
The layout is the arrangement of all the verbal copy element plus the art work (drawing, photography, logo types) on the paper. The
layout shows the rough composition of the design of a print ad so that all of those concerned with the ad can evaluate it and so that
those who need to produce the ad will have the blue print to follow.
Purposes and Function of Layout:
There are following reasons for making a layout:
1. The layout provides a working blending of the creative abilities of all personnel involved in the preparation of the advertisement.
2. It provides a blue print to meet the mechanical requirements of engravers, typographers, and others, as well as giving
specifications for estimating costs.
3. A layout shows how an ad is to look and, therefore, must contain all the necessary elements.
4. It permits all interested parties, particularly the client, to see the advertisement before final steps are taken to put it in print.
5. The layout also serves as gauge to determine if all the materials that will go into the advertisement will fit into a given space.
Layout Procedure:
Layout procedure is a logical progression from the visualization to the completed arrangement.
Layout procedures involves the following steps (Fig. 21.5):

Step-I:
Thumbnail sketches:
Frequently layout starts with thumbnail sketches, simple drawings that contain an ad’s basic elements. These small sketches are
generally drawn in the experimental stage to show the different ways of arranging the elements. Not every designer uses a
thumbnail sketch, however; some skip this step altogether and begin with the rough.
Step-II:
Rough:
The rough, or visual, evolves from the acceptable thumbnail and although it is still some what sketchy, it begins to present more
detail. The purpose of the rough is to convey the idea to agency personnel. It is the same size as the future advertisement, but the
illustrations are roughed in, the head lines are lettered hastily, and the copy blocks are represented by horizontal parallel lines.
Despite the hosty sketching and lack of detail, tonal values are clearly apparent, as is the spacing of the elements. The rough is
good for analysis and criticism and a number of roughs may be completed before the final one is accepted (Fig. 21.6).
Many agencies feel that roughs are fresher and have more spontaneity than the comprehensives which is the next steps. Therefore,
they use roughs exclusively to show to clients. The philosophy behind this is that the client is required to judge the idea, not its
execution. Roughs are also less expensive.
Step-III:
Comprehensive:
A comprehensive usually appears on heavy paper or card board and provides further refinement of the rought. The art work is
shown in approximately its final form or when a photograph is used, the photograph or a carefully prepared postal representing it will
be pasted into position.
Head lines are carefully traced or reproduced by other means. Typed matter is shown by ruled lines and careful lettering is shown in
its exact hue and value to indicate tone and colour.
Comprehensives are expensive. They are frequently prepared by a free-lance artist or art studio and used to help the client judge
the effect of the finished advertisement. Payment for the art work is subject to negotiation when an agency is hired.
Generally advertising agencies absorb the cost of finished layouts in commissions they receive from media, but the client may be
billed for the additional expense of a comprehensive layout when a comprehensive is not prepared the finished layout, which is
more carefully executed than the rough, may be submitted to the client for approval.
Step-IV:
Paste up or mechanical : The paste up or mechanical, is actually a step beyond layout, but is so closely allied that it is frequently
considered as part of the process. To determine the size for the paste up, the designer can refer to a publication rate card or
standard rate and data service which offers such information for various media.
The paste up contains all the elements of a layout. Often the type is photographed in place but, the art elements are photographed
separately. Then all parts are “stripped in and made into a final film—from which plates are made.
Principles of Effective Layout:
Fundamentally a good layout should attract attention and interest and should provide some control over the manner in which the
advertisement is read. The message to be communicated may be sincere, relevant and important to the consumer, but because of
the competitive noise in the communication channel, the opportunity to be heard depends upon the effectiveness of the layout.
In alteration to the attracting attention, the other requisite for the effective layout includes:
(a) Space division and balance
(b) Proportion
(c) Movement
(d) Unity
(e) Emphasis
(f) Clarity and simplicity.
(a) Space Division and Balance:
While it is difficult to give an exact definition for the division of space, it is, however, this proper dividing of space that satisfies an
inner sense of proportion and causes the reader to be pleased with the harmonious structure of the advertisement.
The division of space leads in to a wide variety of complicated designs or patterns. However, at present it is more important to
consider the fundamental divisions and their comparative values in order that the different units (illustration, headlines, copy, trade
mark, signature, and so on) may be placed and divided effectively.
Fig. 21.7 illustrates the various space divisions. Illustration 3 is divided at the center by a vertical dotted line. Number 2 is divided
into a equal parts by a horizontal line. Both spaces have been cut exactly in half, leaving two equal divisions for space, This is the
least complex of any possible division.
Such divisions which are equal have a tendency to be uninteresting & monotonous. Monotony many result from equality or
uniformity. Thus, to avoid monotony, it is usually better not to divide the space into equal parts.

Illustration 3 & 4 depicts inequality. It illustrate a dramatic, unequal, interesting situation. These situations are the kind that attract
attention.
Illustration 5 & 6 are similar to 3 & 4 except that each one has divided into 3 spaces instead of two. These division give dramatic
situation which for attracting interest are probably greater than those found in 3 & 4.
Illustration 7 gives a more complex division of space. None of the four spaces is equal in area. It broadens even further the possible
fields of activity which enable a layout man to produce greater variety. It has the advantage of oblongs, both horizontal and vertical.
The intersecting point of the two divisional lines also results in an “X”. This provides another device for attracting attention.
Illustration 8 provides a space divided into 4 unequal parts, three of them forming triangles of different sizes. The division is brought
about by two diagonal lines crossing each other, producing the “X”. The crossing of two opposed diagonal lines is symbolic of
crossed swords, and creates the atmosphere of duels, battle and the like. This dramatic attraction attracts attention and creates
interests.
Illustration 9 in another of the many possible uses of diagonals. This is similar to illustration 5, but possesses an appeal with greater
dynamic force than straight horizontals. Here one gets the feeling of the power required to pull something uphill and the effect of
costing down at a high rate of speed.
Illustration 10 portrays a combination of straight and circular lines bringing about two curved space divisions. Curves create soft fluid
designs, lacking in force and directness when compared to straight lines, but making up for this deficiency in beauty.
In illustration 11 and 12, the divisional lines are curved. It is the opinion of many artists that straight lines are masculine in feeling
and curved lines are feminine. Men usually are attracted by advertisements that go straights to the facts in a logical manner. Beauty
in advertising is not as important to man as it to women.
Women are usually attracted by advertisements that tend toward the artistic and consider logic and facts as secondary. It should not
be overlooked, however, that curved divisions of space made by straight lines create a feeling of power, speed and excitement.
(b) Proportion:
Proportion helps develop order and creates a pleasing impression. It is related to balance but is concerned primarily with the division
of space and the emphasis is to be accorded each element. Proportion, to the advertising designer, is the relationship between the
size of one element in the ad to another, the amount of space between elements, as well as the width of the total ad to its depth.
Proportion also involves the tone of the ad, the amount of light area in relation to dark area and the amount of colour and non colour.
As a general rule unequal dimensions and distances make the most lively design in advertising. The designer also places the
elements on the page so that each element is given space and position in proportion to its importance in the total advertisement and
does not look like it stands alone.
(c) Movement:
If an advertisement is to appear dynamic rather than static, it must contain some movement. Movement (also called sequence)
provides the directional flow for the advertisement, gives it its follow through, and provides coherence. It guides the reader’s eye
from one element to another and makes sure he does not miss any things.
Motion in layout is generally from left to right and from top to bottom—the direction established through the reading habits of
speakers of western language. The directional impetus should not disturb the natural visual flow but should favour the elements to
be stressed, while care should be taken not to direct the reader’s eye out of the advertisement.
(d) Unity:
Another important design principle is the unification of the layout. Although an advertisement is made up of many elements, all of
these should be welded into a compact composition. Unity is achieved when the elements tie into one another by using the same
basic shapes, sizes, textures, colours and mood. In addition, the type should home the same character as the art.
A border surrounding an ad provides a method of achieving unity. Sets of borders may occur within an ad, and, when they are
similar in thickness and tone, they provide a sense of unity.
Effective use of white space can help to establish unity, white space is defined as that part of advertising space which is not
occupied by any other elements; in this definition. White space is not always white in colour.
White space may be used to feature an important element by setting it off, or to imply luxury and prestige by preventing a crowded
appearance. It may be used to direct and control the reader’s attention by tying elements together. If white space is used incorrectly,
it may cause separation of the elements and create difficulty in viewing the advertisement as a whole.
(e) Emphasis:
Although varying degrees of emphasis may be given to different elements, one unit should dominate. It is the designer’s
responsibility to determine how much emphasis is necessary, as well as how it is to be achieved. The important element may be
placed in the optical center or removed from the clutter of other elements. Emphasis may also be achieved by contrasts in size,
shape and colour, or the use of white space.
(f) Clarity and Simplicity:
The good art director does not permit a layout to become too complicated or tricky. An advertisement should retain its clarity and be
easy to read and easy to understand. The reader tend to see the total image of advertisement; thus it should not appear fussy,
contrived or confusing.
Colour contrasts, including tones of grey, should be strong enough to be easily interpreted, and the various units should be clear
and easy to understand. Type size and design should be selected for ease of reading, and lines of type should be a comfortable
reading length.
Too many units in an advertisement are distracting; therefore, any elements that can be eliminated without destroying the message
should be one way in which clarity can be achieved is by combining the logo, trade mark, tag line, and company name into one
compact group.
A good copy of advertisement should possess the following characteristics or qualities or values-
1. Attention value,
2. Suggestive value,
3. Memorising value,
4. Conviction value,
5. Sentimental appeal value,
6. Education value,
7. Instinctive value,
1. Attention Value- An advertisement copy must attract the attention of the potential consumers. If it fails in this mission, the whole
money and efforts will go waste though it possesses all other values because everything else follows this. So, it must have display
value. The copy should be planned, drafted and displayed so ingeniously that it may compel even the most casual or involuntary
reader to notice it and read it with interest. It should be designed in such a fashion that the attention of a busiest person may be
drawn immediately. Various devices can be used to make the copy attractive such as:-
(a) Use of Pictures. Picture has the immense display and attention value.
 (b) Use of Display Type or Heading. Use of appropriate to headings enhances the value of an advertisement copy to a
great extent. To invite attention, the heading should be brief and meaningful, made up of three or four words and should
be printed in emphatic bold display types.
(c) Boarder etc. – Attractive boarder can be used to compel the attention of the readers. The boarder must have a
distinctive look so as to separate it from the rest of the setting.
(d) Price Quotation – Prices should not be quoted on the advertisement copy except when they are very low as in
clearance sale or special offers. But if an appeal is being made to high class customers who care more for quality than for
price, a price quotation should be avoided and emphasis should be laid on quality.
(e) Reply Coupons – Reply coupons inserted in an advertisement in an unusual setting are yet another way of attracting
attention of the readers to the copy.
(2) Suggestive Value - The next task would be to offer a suggestion about the use and the utility of the product that may remain
inscribed on the mind of the reader even when he forget where he really saw the advertisement. Slogans, Pictures, phrases and
suggesting may be used for this purpose. They should be drafted and used as to drive home to the reader the utility of the product in
everyday situation.
(3) Memorising Value – The copy of the advertisement should be so drafted and laid out that the product will stick to the mind of
the individual reader. Repetition of advertisement with slogan is an effective method of creating a memorising value. Pictures and
photographs confirming to the suggestion will have tremendous memorizing value.
(4) Conviction Value – An advertisement copy can prove effective and achieve the desired end when the suggestion contained in it
is backed by convincing arguments. The advertiser must be careful to include the statement in the advertisement copy which does
not conform to the product.
(5) Sentimental Value – Sentiments play a very important role in advertising, particularly in the case of food articles. Sentiments
reflect the personal feelings and attitudes of an individual towards various things. They indicate reactions of a person in favour or
against a particular product. The advertiser or manufacturer should make a sincere attempt to make an appeal to the sentiments of
as may prospects as possible.
(6) Educational Value – A good copy of advertisement must possess educative value because the object of modern advertising is
not merely to satisfy the existing demand but to create future demand. So a good copy of advertisement should educate the general
public about the uses of the new product or the new uses of the same product. It will certainly increase the demand of the product
and demand creation is one of the most important objectives of the advertisement.
(7) Instinctive Appeal Value – Human thoughts and actions are guided by instincts and inclination. All that one thinks or does has
its roots in one instinct or the other. Instincts are the underlying forces which compel the men to act in certain ways. The most
important function of an advertisement copy is to induce, persuade and motivate the prospects to think‟ well of a product and to take
to its use. Advertising, essentially, is the motivation of the potential consumer and for this purpose; the advertiser should attempt to
make an appeal to some basic instincts to get success in motivating the prospects. Generally speaking, the following are the basic
instincts which an advertiser should keep in his mind-
a) Self Preservation Instinct – Many of our thoughts and actions are inspired by our anxiety to preserves our person our health,
our family and our belongings. The sale of products like medicines, clothes etc., may be promoted by appeal to this anxiety.
b) Hoarding Instinct – Banking institutions, insurance companies or other government and non- government saving organizations
serve to hoarding instinct of the people. Slogans like „Up and Up go your Savings‟ may be used for this purpose.
c) Parental Instinct – Parental instinct takes the form of love and affection for the children. Those advertisers who deal in children
requirements like garments, toys baby food etc. May promote this instinct in parents i.e., motherly feelings of women or parental
sentiments of men through their advertisement copy.
d) Self Display Instinct – Instinct of self display is promoted by the advertisers of readymade clothing, women‟s dresses. Jewellery
etc. An advertisement copy drafted for these products must be directed towards the aesthetic sense of the people by showing happy
and likeable people in dresses and jewellery that are being advertised.
e) Something for Nothing Instinct – Everybody has a vague desire to get something without paying anything for it. This desire is,
more or less, present in everybody irrespective of the status or income. An advertisement copy that contains an offer of a prize of a
gift is likely to tempt quite a many of the customers. This instinct in widely used by lottery ticket sellers by offering one free ticket with
the purchase of 10 tickets or by drycleaners by the offering „three for two‟ bargain. On the basis of the above basic instincts, the
following themes or central ideas may be laid down for advertisement copies meant advertise different types of product-
(i) Pride – This theme can be used to popularize luxury articles among riches, the possession of which gives them a
distinctive status and a feeling of pride.
(ii) Beauty – This theme is used in advertisements for cosmetics, perfumeries, toilet soaps etc., for men and women.
(iii) Health - In drugs and food products advertisement they use of this theme is used.
(iv) Economy – It is central theme in advertisement of clearance sales or bargain purchases.
(v) Comfort – The advertisements for fans electric appliance refrigerators etc. generally contain this feeling of comforts.
(vi) Fear – Themes stressing the fear of death accident personal loss through burglary frenetic. and other untoward
happenings in life are generally used by insurance companies or banking companies. The traffic police is also using this
theme in their notes of caution i.e., life is short Don‟t make is shorter‟
(vii) Parental Affection - All advertisement copies of products meant for children such as toys body foods and dresses etc
use this feeling.
(viii) Patriotism – This theme may be used in advertisement for those who use foreign products.
(ix) Achievement – This theme is used generally by large concerns engaged in the production of goods necessary for the
development of country‟s economy.
(x) Emulation and Imitation – This theme is used where people buy more not to satisfy their genuine requirement, but as
their neighbors happen to possess them.
Thus, a good advertisement copy must possess the above qualities to make it an ideal advertisement.
CLASSIFICATION OF COPY
It is true that copywriting is an art and the copywriter has a very important role to play in advertising creativity. Copywriting does not
admit any stereotyped rules and classification. There are various styles in which a copy can be prepared and presented. The
following types of copy may be studied-
1. Descriptive Copy – This type of copy describes the pertinent and relevant characteristics features of the product. It is very
simple and of non- technical nature. It does not have any specialty which can attract the attention of the target consumers or may
compel them to read it. It is very much similar to a press account or news item simply giving relevant information to the public
without any stylish touch.
2. Scientific Copy – Such types of copies are technical in nature and generally used by drugs and pharmaceutical firms elaborating
the propositions of properties and constituents of the product. It provides full information about the product and the producer. This
type of copy is usually meant for professional or for those who are really interested in such types of information.
3. Institutional Copy – Institutional advertisement copy aims at selling the name of the advertiser or the institution that is producing
or selling the products or services. The main objective of such type of advertisements is to create, maintain or increase the goodwill
of the product or of brand or of the department or of the selling house as a whole, Institutional copy invites the target consumers to
the selling outlet. Such a copy seeks to build goodwill through publicizing the policies, customer services, Conveniences and
general features of superiority of the store over the rivals.
4. Topical Copy – Here in an attempt is made to appeal to the general public by linking the theme of the copy with some current
event but it should not look absurd. It commands a good deal of interest because of that sensational event which lives in the minds
of the public.
5. Reason why Copy – This type of advertisement copy offers the readers reasons why they should buy the advertised goods. It
narrates the positive points of difference from other brands of the same product category in an endeavour to convince the reader
from product‟s qualitative aspect. It directs its appeal to the intellect or judgment rather than to emotions or senses. It substantiates
the superiority of the merchandise with the tests performance. Records testimonials, guarantees or construction data.
6. Human Interest Copy – It makes its appeal to the emotions and the senses rather than to the intellect and judgment. Sympathy
fear, bonus, curosity and other emotional appeals like appeals to the senses of sight hearing touch taste, and smell are used in such
type of copy. Human interest copy presents the product in relation to people instead of confirming to facts about product. As
emotions are many and always new it may be made more exciting an artful than reason why copy. It affords a refreshing change.
Human interest copy can take various forms:-
(a) Humorous Copy - It exploits the sense of humor of the people. It turns the reader laughter. All examples and
statements in such copy are fully to make the reader smile.
(b) Fear Copy - It appeals to the sense of fear and arouses the interest of people to save their lives, properties and other
belongings. Such copy of advertisement should be drawn carefully so that it may not carry an unpleasant association of
readers‟ minds with the advertiser‟s product of business Lifer Insurance Corporation General Insurance Companies and
Bank generally use this type of copy.
(c) Story Copy - In such a copy a story is narrated me a very interesting manner to create manner to create an
impression in the minds of the people about the product. Its ability to create interest depends upon dramatic impact it
produces. Experience of customers can also be narrated in the story.
(d) Predicament Copy – It is often used to advantage when it shows an article of merchandise in a case that provides a
dramatic explanation of its advantages. Predicament copy usually overlaps the other three kinds of human interest copies
7. Colloquial copy or Conversational Copy – The colloquial copy presents the message in the way of conversation. It uses an
informal language and conversation takes place in terms of „I‟ and „You‟ with personal reference to reader and the advertiser. In
such copy the style is one of a personal talk or one of an eyewitness account.
8. Personality Copy - This copy attempts to encase the opinion of personality – real or imaginary – about the product. Usually the
personality is real. The photograph of the personality (a person specialized to concerned field) is given with the text of the copy with
a view to convince the readers through the moral influence of his name. Invariably, such copy shows a certificate or a testimonial of
such influential person.
9. Prestige Copy - This pattern is usually for in institutional advertising which aims at creating an atmosphere about the product or
the firm and may not directly advise the product for sale. Such a copy is occasionally used and is very much similar to the
personality copy in impression which also strives to enhance the prestige of the advertising firm indirectly by visualizing the name of
the eminent personality.
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10. Educational Copy – The copy is designed to educate the general public about the attributes of the product. Usually
introductory appeal is made in this style when the product is introduced in the market for the first time; it is the duty of every
producer or advertiser to tell everything relevant about the product to the public in such a manner that it may get a warm
welcome among customers. Such an advertisement copy depicts the specialties to the product category. The advertiser may
insist only one or two attributes of the product which is more sensational such as introduction of a low priced item without the
loss of quality or a product developed from a new technology indigenous or imported etc.
11. Suggestive Copy - A suggestive copy tries to suggest or convey the message to the readers directly or indirectly to pursue
them to purchase the product. It is useful where the reader is confused about the quality of a product brand and is not in a
position to take a decision about the purchase of the product.
12. Expository Copy – Just opposite of suggestive copy it expository copy. It does not conceal anything about the product but
exposes. The message is quite clear and it needs no inference, no taxing on mind, no thinking, Even a cursory glance rakes it
quite easy to remembers or to pick – up.
13. Questioning copy – Questioning copy as the term suggests. in Corporate a series of questions expected to be answered
by them readers. The advertiser puts no narration, statement or reason of its own in order to pursue the readers to buy the
product. The question arouses the curiosity in the minds of the readers and makes them think of it.
Thus there are various types of copies of advertisement on the basis of their style of presentation.