SARATH

A layout is a plan that imposes order and at

the same time creates an arrangement that

is aesthetically (beauty) pleasing.

Types of layouts

Picture window

All art

Panel or grid

Dominant type or all copy

Circus

Nonlinear

Grunge

Picture window

One of the most common layout formats is

one with single,dominant visual that

occupies about 60 to 70 percent of add

space.

The logo or signature signs of the message at

the bottom.

All Art

The art fills the frame of the ad and the copy

is embedded in the picture.

Panel or Grid

A layout can use a number of visuals of

matched proportional sizes.

If there are multiple panels all of the sample

size , the layout can look like a window pane

or comic strip panel.

All Copy

All copy advertisement in which the headline

is treated as type art.

circus

A layout combines lots of elements – art type ,

color – to deliberately creates a busy , jumbled

image.

Nonlinear

A contemporary style of layout can be read

starting at any point in the image. This style

of ad work for young people.

Grunge

A style of layout that shows what is presumed

to be a generation X-inspired lack of concern

for the formalities of art , design, type styles

and legibility.

Design has both functional and aesthetic needs Makes the message

easy to perceive

Makes it attractive and pleasing to the eye

Common Principles

Direction

Dominance

Unity

White space

Contrast

Balance

Proportion

Simplify, simplify, simplify

Direction—creating a visual path for the eye

Dominance—the point of emphasis

Unity—elements fuse into one coherent image

White space—area not covered by art or type

Contrast—makes elements stand out from one

another

Balance—formal and informal,

Proportion—equally proportions of elements are

visually uninteresting

Simplify, simplify, simplify—the fewer the

elements, the stronger the impact

Formal balance can

create a very orderly

look and feel.

BALANCE (FORMAL)

BALANCE (INFORMAL)

Informal balance can create

desired eye movement through an

ad.

Proportion

Unity

1. Thumbnails

2. Rough layout

3. Comprehensive

4. Mechanicals

Thumbnail Sketches Rough Layout

MechanicalsComprehensives