Download - Layout & typography in detail
![Page 1: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/1.jpg)
1
Layout and typography
![Page 2: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/2.jpg)
2
Layout
The arrangement of visual elements on a page
![Page 3: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/3.jpg)
3
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)
![Page 4: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/4.jpg)
4
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
![Page 5: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/5.jpg)
5
Team work Art director Copywriter Visualiser
![Page 7: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/7.jpg)
7
AIDCA
AIDCA formula ( Attention, Desire, Conviction, Action)
![Page 8: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/8.jpg)
8
Attention
First, grabbing the attention of your prospect
![Page 9: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/9.jpg)
9
Interest
Then, peaking their interest in your product or service
![Page 10: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/10.jpg)
10
Desire
Then, generating desire for your product or service
![Page 11: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/11.jpg)
11
Conviction Next, developing conviction within your
prospect
![Page 12: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/12.jpg)
12
Action Finally, inspiring your prospect to take
action
![Page 13: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/13.jpg)
13
DESIGN AND
LAYOUT
![Page 14: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/14.jpg)
14
STAGES IN DESIGN Thumbnail SketchesArt director and copywriter work together for possible ideaDiscuss the heading and type of artMake sketch with very rough thumbnail
![Page 15: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/15.jpg)
15
![Page 16: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/16.jpg)
16
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
![Page 17: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/17.jpg)
17
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
![Page 18: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/18.jpg)
18
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
![Page 19: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/19.jpg)
19
8LAWS OF DESIGNLAW OF UNITYAll parts should be unit to make a wholeCan be Distributed by irritating borders and different colors.
![Page 20: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/20.jpg)
20
LAW OF VARIETYBest ContrastGood use of white spaceUse of Pictures
![Page 21: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/21.jpg)
21
![Page 22: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/22.jpg)
22
LAW OF BALANCE
Should be well balanced“Optimistic” Balance“Symmetrical” Balance
![Page 23: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/23.jpg)
23
![Page 24: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/24.jpg)
24
LAW OF RYTHEMStatic but obtained a sense of movementSimple paragraph but general flow should be pleasantly rhythmic
![Page 25: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/25.jpg)
25
![Page 26: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/26.jpg)
26
![Page 27: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/27.jpg)
27
LAW OF HARMONYAvoid extra contrastSharps colors and jerky contrasDeliberate intention for Bombastic offersHarmony helps to create unity
![Page 28: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/28.jpg)
28
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.
![Page 29: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/29.jpg)
29
![Page 30: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/30.jpg)
30
Text size Text width Like in power Pont 18 size
![Page 31: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/31.jpg)
31
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
![Page 32: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/32.jpg)
32
![Page 33: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/33.jpg)
33
![Page 34: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/34.jpg)
34
![Page 35: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/35.jpg)
35
![Page 36: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/36.jpg)
36
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.
![Page 37: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/37.jpg)
37
All emphasis no emphasis
![Page 38: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/38.jpg)
38
To much bold To much capital
![Page 39: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/39.jpg)
39
Other forms of white space The space in add
![Page 40: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/40.jpg)
40
Space in adds
![Page 41: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/41.jpg)
41
Arrangement of head lines Give clarity and legibility to message
![Page 42: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/42.jpg)
42
Attention getting
![Page 43: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/43.jpg)
43
you may not like good boy you may not like good boy you may not like good boy depending upon suction
![Page 44: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/44.jpg)
44
Illustrations Visual explanation of text
![Page 45: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/45.jpg)
45
Types of Illustration (1) line drawing (2) wash drawing
![Page 46: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/46.jpg)
46
line drawing A drawing done using only narrow lines.
![Page 47: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/47.jpg)
47
wash drawing
A picture made by laying on washes of watercolor.
![Page 48: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/48.jpg)
48
Arrangement of head lines Give clarity and legibility to message Attention getting
![Page 49: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/49.jpg)
49
Example you may not like good boy you may not like good boy you may not like good boy
![Page 50: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/50.jpg)
50
Illustrations Visual explanation of text designed for integration in published
media, such as posters, flyers, magazines, books, teaching materials, animations, video games and films'
![Page 51: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/51.jpg)
51
TYPOGRAPHY
Arrangement of type Written language Spacing Style of text Symbols Display Readable
![Page 52: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/52.jpg)
52
In Past typography
![Page 53: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/53.jpg)
53
Modern typography
![Page 54: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/54.jpg)
54
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
![Page 55: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/55.jpg)
55
1 Learn the Basics
![Page 56: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/56.jpg)
56
2 Watch Your Kerning
![Page 57: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/57.jpg)
57
3 Be Aware of Font Communication
![Page 58: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/58.jpg)
58
4 Alignment
![Page 59: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/59.jpg)
59
5 Choose a Good Secondary Font
![Page 60: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/60.jpg)
60
6 Size Matters
![Page 61: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/61.jpg)
61
7 Use Typography As Art
![Page 62: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/62.jpg)
62
8 Find Good Inspiration
![Page 63: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/63.jpg)
63
Typesetting
Set by hand Upper and lower case Capital and small letters Mechanical setting Individual charactrics
![Page 64: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/64.jpg)
64
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
![Page 65: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/65.jpg)
65
Keep Your Line Lengths Short
![Page 66: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/66.jpg)
66
Have Purposeful Hierarchy
![Page 67: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/67.jpg)
67
Practise Appropriate Word Spacing
![Page 68: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/68.jpg)
68
Use The Correct Alignment
![Page 69: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/69.jpg)
69
Always Design For Your Audience
![Page 70: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/70.jpg)
70
Never Use Display Fonts For Body Copy
![Page 71: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/71.jpg)
71
Don’t Think Of White Space As Empty Space
![Page 72: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/72.jpg)
72
Consider Your Medium
![Page 73: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/73.jpg)
73
Photo-typesetting
A printing process that generated columns of type on a scroll of photographic paper, using a phototypesetter.
![Page 74: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/74.jpg)
74
Machines
![Page 75: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/75.jpg)
75
Process
![Page 76: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/76.jpg)
76
Examples
![Page 77: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/77.jpg)
77
TELEVISON COMMERICALS Storyboard: Special effects:
![Page 78: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/78.jpg)
78
Storyboard
![Page 79: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/79.jpg)
79
![Page 80: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/80.jpg)
80
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.
![Page 81: Layout & typography in detail](https://reader033.vdocuments.us/reader033/viewer/2022042723/58877a0d1a28ab63208b4929/html5/thumbnails/81.jpg)
81
Presented BY: Rana Sami Business Administration Department University of Sargodha BBA Student 2013-17 Cell: 0300-6117262 Email: [email protected]