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
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