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.
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