LAYOUT

SARATH

LAYOUTS 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.

circusA 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 PRINCIPLES Design has both functional and

aesthetic needsMakes the message easy to perceiveMakes 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 eyeDominance—the point of emphasisUnity—elements fuse into one coherent imageWhite space—area not covered by art or typeContrast—makes elements stand out from one anotherBalance—formal and informal, Proportion—equally proportions of elements are visually uninterestingSimplify, simplify, simplify—the fewer the elements, the stronger the impact

CONTRAST

WHITE SPACE

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

SIMPLIFY

LAYOUT STAGES

1. Thumbnails

2. Rough layout

3. Comprehensive

4. Mechanicals

Thumbnail Sketches Rough Layout

MechanicalsComprehensives