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Advertisement Layout - Meaning, Functions and Principles - MBA Knowledge Base

The document discusses advertisement layout, which refers to the logical arrangement of various components in an advertisement, including headlines, illustrations, and logos. It outlines the preparation process, functions, and principles of effective advertisement layouts, emphasizing the importance of balance, proportion, contrast, eye movement, and unity. A well-designed layout can enhance attention, comprehension, and behavioral change in advertising.

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Shaista Sultana
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10 views

Advertisement Layout - Meaning, Functions and Principles - MBA Knowledge Base

The document discusses advertisement layout, which refers to the logical arrangement of various components in an advertisement, including headlines, illustrations, and logos. It outlines the preparation process, functions, and principles of effective advertisement layouts, emphasizing the importance of balance, proportion, contrast, eye movement, and unity. A well-designed layout can enhance attention, comprehension, and behavioral change in advertising.

Uploaded by

Shaista Sultana
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Advertisement Layout – Meaning,


Functions and Principles
Abey Francis

Layout is the logical arrangement of components of an advertisement in the copy. It


refers to the overall structure, the position assigned to the various elements of the
advertisement copy and illustrations. It is deciding on the placement of headlines, copy,
illustrations, marketer’s name, logo and the amount of free space in an advertisement
copy. Thus, the physical arrangement of all the elements of advertisement is called
layout. It is concerned with placing all the elements of the advertisement more
attractively within the allotted space and time. The pattern of advertisement layout
varies according to the medium to be used.

According to Sandage and Fryburger, “The plan of an advertisement, detailing the


arrangement of various parts and relative spatial importance of each is referred to as
layout”.

Preparation of an Advertisement Layout

An advertisement layout is a plan for the guidance of the printer in arranging the units of
an advertisement. Usually the layout man or visualizer prepares a rough layout which is
submitted to the client for approval and he draws the finished layout for the guidance of
the printer. In the creation of television commercials the layout is known as a
‘Storyboard’ which a series of pictures is of frames that coincides with the audio or
sound script. A Radio does not utilize illustrations, except those that the medium can
create with a description. Television, of course makes an extensive use of illustrations. A
well conceived advertisement layout can be instrumental in obtaining attention
comprehension, attitude change and behavior change. Advertisers employ various layout
techniques to attain their objectives.

Functions of an Advertisement Layout

An advertisement layout is a blueprint. The main functions of advertisement layout are:

Assembling Different Parts — The main function of layout is to assemble and arrange
the different parts or elements of an advertisement illustration, headline sub
headlines, slogans, body text and the identification mark etc. And boarder and other
graphic materials — into a unified presentation of the sales message. In all the layouts
present these elements in the same size, form, shape, position and proportion as
desired by the advertiser in the final ad, proof , Thus layout gives both creative
personals (copywriter and artists) and the advertiser who pays for it a good idea of
how the finished ad will finally appear.
Opportunity of Modification – The layout offers an opportunity to the creative teams,
agency management and the advertiser to suggest modification before its final
approval and actual construction and production begins.

Specification for Costs — The layout provides specification for estimating costs and it
is a guide for engravers typographers and other craft workers to follow in producing
the advertisement.

Principles of Design and Layout

It is not necessary that all elements of advertisement copy must form part of the copy.
They appear in today €Ÿs ads with varying degree of frequency. The components of the
advertisement copy must be decorated or positioned on the basis of certain basic
principles regardless of the number of elements in an add. The following five principles
of good composition are important to anyone who creates or evaluates the
advertisement:

1. Balance — A layout may be called balanced if equal weight or forces are equidistant
from a reference point or a light weight is placed at a greater distance from the
reference point than a heavy weight. Balance is the law of nature. The reference point
or fulcrum is the optical center of the advertisement. The artists with a given area or
space, are to place all the elements with in this space. Optical center of fulcrum of the
ad is often a point approximately two — thirds of the distance forms the bottom. It is
the reference of the advertisement layout.
2. Proportion– Proportion is closely related to balance since it refers to the division of
space among layout elements for a pleasing optical effect. Good proportion in an
advertisement requires a desired emphasis on each element in terms of size and
position. If the major appeal in an advertisement is product’s price. The price should
be displayed in proportionate space position.

3. Contrast and Emphasis — Contrast means variety. It gives life to the whole
composition and adds emphasis to selected important elements. An advertiser
always looks to advertisements from completion point of view and desires the policy
of the most important elements to attract the attention of the people. An
advertisement with good contrast may attract the attention of customers contrast
maybe visible in a number of ways. It may be witnessed through sizes, shapes and
colors. Different colors sizes and shapes of elements in an advertisement add
contrast. The varying directions, of design elements (Vertical trees, horizontal
pavements arched rainbows) add contrast; too there must be sales communication
purpose behind every layout decision made.
4. Eye Movement — Eye movement is the design principle which helps move the eyes of
the readers from element to element in the order given in the hierarchy of effects
model for effective communication of the message in advertising. An effective ad
uses movement to lead its reading audience from initial message awareness through
product knowledge and brand preference, to ultimate action (intent to purchase).
Direction and sequence are two terms for the same element and artists may perform
it in many ways. Mechanical eye direction may be created by devices such as pointing
fingers lines arrows or even a bouncing ball that moves from unit to unit. Planned eye
movement should follow the established reading patterns too, such as the tendency
to start to top left corner of a page and read through to the lower right corner. The
eyes also moves naturally from large items to small from dark to light and from colors
to not — colors.

5. Unity or Harmony — Unity or harmony is another important design principle. Although


each element should be considered as a separate unit in striving for balance,
proportion, contrast and eye movement. The complete layout or design should appear
as a unified composition. Common methods of securing unity in layouts are (i) use of
consistent typographical design. (ii) repetition of the same shapes and motifs, (iii) the
overlapping of elements (iv) use of a boarder to hold elements together and (v)
avoidance of too much which space between various element.

Although unity and contrast seem conflicting but they function quite smoothly together if
they operate at cross purposes — if the artists strive for balance here too as well as in
the advertisement layout overall. Unity contributes orderliness to elements — a state of
coherence. And if they are properly placed. Contrasting Size shapes colors and
directions can flow together beautifully.

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