There is so much that goes on behind the scenes for designing an ad before the final product, that you see as the viewer. One of those processes is design layout. The process may be slightly different for each company. Approvals for each step in the process are required before moving on to the next and the first is a thumbnail sketch. This is a small and rough drawing that artists use to visualize different layout approaches. The second phase is the rough layout. This is the to scale for the ad where illustrations, text and photos are sketched in. The next step is comprehensive with an elaborate layout where all visuals are final. Fourth, the dummy. This is done with color markers and or/computer proofs. This will look like the finished ad. Paste-up comes next where text and visuals are placed in their exact positions to reproduced in printing. The last step is final approval. This is done by the copywriter and director. Although all of the steps are a required part of the process how do you know what layout to use for your ad? Layout design makes your advertisement look visually appealing to the viewer. Each ad will be different so, you as the creative will have to decide on what layout is most appropriate. There is a plethora of layouts to choose from but here are a few of our favorites.
1. Mondrian. This layout uses horizontal and vertical bars to divide the design into rectangles. These rectangles are filled with color, text and images. This is probably the most widely used layout style especially in newspapers and magazines.
2. Frame. Designed to block out a specific are to display a single item. This separates the ad from items around it.
3. Circus. As the name implies, it refers to irregular composition of the elements in the design. These are known for their disarray that can be filled with reverse blocks, oversized type, and bursts of color. It tends to slow the reader down to have to really look at the ad since it seems to be “all over the place.” This is why it is believed to work so well for sales since the reader has to focus more, they tend to remember more, and therefore, will purchase the item.
4. Multi-panel. Think of a comic book layout. This is what multi-panel layout is. panels are done of equal size and tell a narrative or display a product or both. Each panel is differentiated by keeping the block of panels larger than the block that houses the headline, body type and signature.
5. Silhouette. The photo or illustration is highlighted through the use of shadows. Think of this one as the opposite of the frame layout. It uses negative space within the ad to emphasize the focal point. These usually follow a minimal design technique.
6. Big Type. This style emphasizes the headline. Bold, large fonts dominate and grab the reader’s attention. Visuals are secondary and may not even be used. You will sometimes see these bold words in lower case instead of all upper case for creative purposes.
7. Alphabet-Inspired. This focuses on the letters that form a pattern, shape or image.
These are some common layout types that are our favorites. What are your favorite layouts? Ask yourself that question when creating your next advertisement for your brand. What would catch the eyes of your audience? What are you hoping to achieve with the display ad? As a creative, the arrangement possibilities are literally infinite!
