Incorporating
Graphic
Design
Principles
in Advertising
Chapter 20.2
Advertising Layout
Key Terms
ad layout
advertising
proof
balance
emphasis
line
color
typeface
Objectives
 Explain the principles of preparing
an ad layout
 Identify key design principles and
discuss the role they play in
advertising
 List advantages and disadvantages
of using color in advertising
 Describe how typefaces and sizes
add variety and emphasis to print
advertisements
Marketing Essentials Chapter 20, Section 20.2
ad layout
A sketch that
shows the
general
arrangement and
appearance of a
finished ad.
Developing Print Advertising
Layouts
An ad layout is a sketch that shows
the general arrangement and
appearance of a finished ad. It clearly
indicates the position of the:
• Headline
• Illustration
• Copy
• Signature
Marketing Essentials Chapter 20, Section 20.2
Components of Effective Ad Layouts
Ad layouts should be prepared in exactly the
same size as the final advertisement.
Illustrations should grab attention through:
 size
OR
 humor
OR
 dramatic content
Ads that feature large visuals (60 to 70 percent
of the total ad) are the best attention-getters.
Marketing Essentials Chapter 20, Section 20.2
Components of Effective Ad Layouts
The best ads contain a focal point
(emphasis) in the copy.
Emphasis
• To express with
particular stress
or force
What message is
stressed here?
Marketing Essentials Chapter 20, Section 20.2
Components of Effective Ad Layouts
The best ads also contain lines of force that guide
the viewer through the copy.
• Lines can be straight or curved.
How are lines used in the graphic on this slide?
• Lines can indicate motion or direction.
How are lines used in the graphic on this slide?
Marketing Essentials Chapter 20, Section 20.2
Components of Effective Ad Layouts
Z Layout
One technique is to
create a Z layout.
The reader’s eye will
naturally follow the
path of the Z.
Marketing Essentials Chapter 20, Section 20.2
Balance
The act of comparing or estimating two
things, one against the other, and the
contrast between:
• Empty space (white space) and filled space
• Text and images
• Color, no colors, and different colors
Balance
• Symmetrical (or formal balance)
is achieved when all of the elements on the
page are of equal weight and are placed
symmetrically on the page. If a line were
drawn through the exact center, it would
divide the design elements in half.
• Asymmetrical (or informal balance)
may be achieved when the value, size, and
location of unequal elements on a page are
moved to become proportionate.
Asymmetrical
Balance
Symmetrical
Balance
Using Color In Print Advertisements
A color ad:
● is usually more realistic
● is visually appealing
● commands the reader’s attention more
than a black-and-white ad does.
● is more expensive, but generally more
cost-effective because of their increased
response rates.
•Marketing Essentials Chapter 20, Section 20.2
Color and Contrast
Hue is another word for color.
Using color can enhance or
detract.
Color wheels help determine
which colors are in greatest
contrast.
Color Wheels
Analogous colors are
colors that are adjacent on
the color wheel.
This logo has analogous color harmony on the bottom
illustration. The bottom illustration seems to stand for squeezing
fruits which is the way they make juice.
Color Wheels
Complementary colors are
colors opposite each other
on the color wheel.
This logo demonstrates the use of complementary colors.
The complementary color scheme offers stronger contrast than
any other color scheme, and draws maximum attention. The
challenge is that this scheme can be harder to balance than
others.
Color Wheels
A triadic color scheme
uses colors that are
evenly spaced around
the color wheel.
Triadic color scheme offers strong visual
contrast while retaining harmony and
color richness.
Common Color Associations
Be sure to choose colors appropriate to the mood
of your ad. Also, consider the fact that colors have
different meanings in different cultures.
•
•
•
•
•
•
Black →
White →
Red →
Blue →
Green →
Yellow →
Power, Authority, “Bad Guy”
Purity, Innocence
Attention, Fast, Love
Peace, Loyalty (most popular color)
Nature, Wealth, Relaxation
Cheerful, Attracts Attention
(can have negative impact if it is not used selectively)
• Purple → Royalty, Luxury, Sophistication
• Brown → Solid, Reliable, Natural
Selecting Typefaces and Type Sizes
for Print Advertisements
The look and appearance of the type is called the
typeface. A complete set of letters in a specific
size and typeface is called a font.
The appearance of the typeface affects the entire
character of an advertisement. It is important that
the font is large enough to read & conveys the
right feel for the message.
Typeface Typeface Typeface
Marketing Essentials Chapter 20, Section 20.2
Typeface
Checking Advertising Proofs
advertising
proof
A representation
of an ad that
shows exactly
how it will
appear in print.
When advertisements are first created,
an advertising proof is developed.
It shows exactly how an ad will
appear in print (otherwise known as
copy-ready). To evaluate a proof, an
advertiser will consider these criteria:
• The ad should be bold enough to
stand out next to other ads.
• The layout should look clean and
uncluttered and should guide the
reader through the copy.
Marketing Essentials Chapter 20, Section 20.2
Checking Advertising Proofs
• The font needs to be easy to read and
help to emphasize the company’s
message.
• The signature should be apparent and
distinctive.
• The intended message and image
projected must be appropriate for the
target audience.
Marketing Essentials Chapter 20, Section 20.2
SECTION 20.2 REVIEW
1. What does the word hue mean?
2. What is balance (in terms of design
principles)? Identify two forms that
we discussed.
3. What is a common layout
technique used in print ads & why
is it effective?
4. Why is it important to consider
color when creating a print ad?
Creating an
“Anti-Ad”
You will work as a
media consultant to
design an ad that
parodies another ad, or
an advertisement that
helps consumers
recognize how they are
being manipulated.