Explain the Principles of Preparing an Ad Layout

Name:______Assignment #: ______

Date:______Period: ______

Ch 20.2 Advertising Layout

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

Developing Print Advertising Layouts

An ad layout is a ______that shows the general arrangement and appearance of a finished ad. It clearly indicates the position of the:

Headline

Illustration

Copy

Signature

Components of Effective Ad Layouts

Ad layouts should be prepared in exactly the ______as the final advertisement.

Illustrations should grab______through:

______OR

______OR

______

Ads that feature large visuals (60 to 70 percent of the total ad) are the best attention-getters.

Components of Effective Ad Layouts

The best ads contain a focal point(______) in the copy. Best ads also contain ______of force that guide the viewer through the copy. Lines can be straight or curved.

One technique is to create a ______. The reader’s eye will naturally follow the path of the “Z”. Place important items (or those you want the reader to see first) along the top of the Z. Place your signature with a "call to action" at the end of the Z.

Balance

The act of comparing or estimating two things, one against the other, and the contrast between:

______space(white space) and______space

Text and images

Color, no colors, and different colors

______(or formal balance) is achieved when all of the elements on the page are of equal ______ and are placed symmetrically on the page. If a line were drawn through the exact center, it would divide the design elements in half.

______(or informal balance) may be achieved when the value, size, and location of unequal elements on a page are moved to become ______.

Using Color In Print Advertisements

A color ad:

● is usually more ______

● is visually appealing

● commands the reader’s attention more than a black-and-white ad does.

● is more ______, but generally more cost-effective because of their increased response rates.

Color and Contrast

______is another word for color. Using color can enhance or detract.Color wheels help determine which colors are in greatest contrast.

Color Wheels

______colors are colors that are adjacent on the color wheel.

______colors are colors opposite each other on the color wheel.

The complementary color scheme offers stronger ______than any other color scheme, and draws ______. The challenge is that this scheme can be harder to balance than others.

A ______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 ______of your ad. Also, consider the fact that colors can evoke a variety of emotions and can also have different meanings in different ______.

Yellow ______, Clarity, Warmth

Orange ______, Cheerful, Confidence

Red ______, Youthful, Bold

Purple ______, Imaginative, Wise

Blue ______, Dependable, Strength (most popular)

Green ______, Growth, Health

Grey______, Neutral, Calm

Black- Authority, “Bad Guy”, White- Purity, Innocence, Brown-Solid, Reliable, Natural

Selecting Typefaces and Type Sizes for Print Advertisements

The look and appearance of the type is called the ______. 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 ______enough to read & conveys the right feel for the message.

Checking Advertising Proofs

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 ______enough to stand out next to other ads.

The layout should look ______and uncluttered and should ______the reader through the copy.

The font needs to be easy to ______and help to ______the company’s message.

The signature should be apparent and ______.

The intended message and image projected must be______for the target audience.