layout & typography in detail

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Layout and typography

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Layout

The arrangement of visual elements on a page

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Planning the advertisement

When planning your advertising, you need to consider:

the objective of the campaign (your goals)

how much to spend (your budget) who to target (your audience)

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Planning the advertising the type of advertising you'll use (your

strategy) when you will advertise (your calendar or

schedule of activity) how to monitor your success (your results

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Team work Art director Copywriter Visualiser

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AIDCA

AIDCA formula ( Attention, Desire, Conviction, Action)

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Attention

First, grabbing the attention of your prospect

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Interest

Then, peaking their interest in your product or service

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Desire

Then, generating desire for your product or service

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Conviction Next, developing conviction within your

prospect

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Action Finally, inspiring your prospect to take

action

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DESIGN AND

LAYOUT

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STAGES IN DESIGN Thumbnail SketchesArt director and copywriter work together for possible ideaDiscuss the heading and type of artMake sketch with very rough thumbnail

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HAND-DRAWN LAYOUTChoose several of his thumbnail sketches having different layoutOne with the heading, Down the left side and RightOne might have roughly sketched photo or smaller box for photo

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TIGHT LAYOUTUse those Rough layout for tight LayoutHeadlines and artwork is placed in their proper positionSize of the element and Style of print should be accurate

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COMPREHENSIVE LAYOUT

Final layout stage showing ad exactly as it is printedReviewed by all involved at the agencyFinally taken to the client for approval and final changes

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8LAWS OF DESIGNLAW OF UNITYAll parts should be unit to make a wholeCan be Distributed by irritating borders and different colors.

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LAW OF VARIETYBest ContrastGood use of white spaceUse of Pictures

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LAW OF BALANCE

Should be well balanced“Optimistic” Balance“Symmetrical” Balance

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LAW OF RYTHEMStatic but obtained a sense of movementSimple paragraph but general flow should be pleasantly rhythmic

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LAW OF HARMONYAvoid extra contrastSharps colors and jerky contrasDeliberate intention for Bombastic offersHarmony helps to create unity

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Law of proportion

This applies particularly to the type size used for different widths of copy: the wider the width (or measure) the larger the type size, and vice versa.  

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Text size Text width Like in power Pont 18 size

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Law of scale Visibility depends on the scale of tones and colors, some appearing

to recede, others appearing to advance. Black looks closer to the eye than grey, and red is the most dominant color.

Tone of color Colors of text Colors for headline

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Law of emphasis The rule here is that all emphasis is no emphasis as occurs if too much

bold type is used, or there are too many capital letters.

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All emphasis no emphasis

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To much bold To much capital

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Other forms of white space The space in add

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Space in adds

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Arrangement of head lines Give clarity and legibility to message

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Attention getting

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you may not like good boy you may not like good boy you may not like good boy depending upon suction

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Illustrations Visual explanation of text

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Types of Illustration (1) line drawing (2) wash drawing

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line drawing A drawing done using only narrow lines.

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wash drawing

A picture made by laying on washes of watercolor.

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Arrangement of head lines Give clarity and legibility to message Attention getting

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Example you may not like good boy you may not like good boy you may not like good boy

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Illustrations Visual explanation of text designed for integration in published

media, such as posters, flyers, magazines, books, teaching materials, animations, video games and films'

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TYPOGRAPHY

Arrangement of type Written language Spacing Style of text Symbols Display Readable

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In Past typography

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Modern typography

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Roles and regulations 1 Learn the Basics 2 Watch Your Kerning 3 Be Aware of Font Communication 4 Alignment 5 Choose a Good Secondary Font 6 Size Matters 7 Use Typography As Art 8 Find Good Inspiration

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1 Learn the Basics

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2 Watch Your Kerning

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3 Be Aware of Font Communication

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4 Alignment

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5 Choose a Good Secondary Font

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6 Size Matters

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7 Use Typography As Art

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8 Find Good Inspiration

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Typesetting

Set by hand Upper and lower case Capital and small letters Mechanical setting Individual charactrics

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Typesetting Roles & Regulations

 Keep Your Line Lengths Short  Have Purposeful Hierarchy Practice Appropriate Word Spacing Use The Correct Alignment Always Design For Your Audience Never Use Display Fonts For Body

Copy Don’t Think Of White Space As Empty

Space Consider Your Medium

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Keep Your Line Lengths Short

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 Have Purposeful Hierarchy

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Practise Appropriate Word Spacing

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Use The Correct Alignment

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Always Design For Your Audience

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Never Use Display Fonts For Body Copy

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Don’t Think Of White Space As Empty Space

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Consider Your Medium

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Photo-typesetting

A printing process that generated columns of type on a scroll of photographic paper, using a phototypesetter.

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Machines

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Process

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Examples

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TELEVISON COMMERICALS Storyboard: Special effects:

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Storyboard

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Special effectswhen you watch any TV commercial then you also judge that some effects are show there which is not possible in real life that’s special effects.

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Presented BY: Rana Sami Business Administration Department University of Sargodha BBA Student 2013-17 Cell: 0300-6117262 Email: ranasami247398@gmail.com