Advertising Layout Strategy


Proportional guideline:

 1.  Illustration

 65 %

  
 2.  Headline

 10 %

  
3.  Copy

 20 %

  
 4.  Logo

  5 %

  
   

 100 %

  of space allocation (20%+ white space)

Illustration
In most ads, the illustration is used to attract attention. Large, single illustrations attracted the most attention (advertising recall studies by Starch). Though the headline may be the "stopper", the illustration is the most critical element in the ad's success. It can also visually communicate product benefits and concept, and lead the reader into the headline and copy.

Headline
The headline is used to attract attention, arouse interest, and make the ad more attractive and readable. However, it should not be over 10 words and more than 15 % of the ad's total area.

Copy
Style of typeface used in the headline, subhead and copy will impact the mood and readability of the ad. Mixed type should be either very similar or very different. Mixing more than two (or three at most) different typefaces makes an ad busy and confusing.

Logo
Because we read left to right and top to bottom, the logo or company signature can be strategically placed in the lower right hand corner of an ad. With this position, the logo is the last element we see and most likely remember.

Direct the viewer's eye
from the page's top, down through the center and end at the page's bottom.
The eye sees the illustration first, then we read down from there (David Ogilvy). Headlines located below the illustration pull 10% more readers (research by Simmons).

Emphasis
The optical center of an ad is in the center and two-thirds up from the bottom. This should be the ad's focal point.

Proportional use of space
The proportional use of space in an ad is dependent upon the product and market target. Product ads that try to communicate an image (perfume, jewelry, etc.) will have a greater proportion of illustration and little copy. Conversely, an ad for a technical product will have more copy.

White Space
At least 20 % of an ad should be blank (white space). Ample white space helps gain attention, create contrast, and unify the ad. According to Albert Books, white space is probably the most underestimated element in advertisements.

(defined by D. E. Visuals)

 

Bleed and borders

Bleed
A page without a border is called a bleed because the ink bleeds through the surrounding white border into the trim space. An obvious benefit of this technique is that the ad itself becomes larger. Although most publishers charge extra for bleeds, this cost is often justified by the ads extra impact. A bleed carries the implication of action, freedom and adventure and tends to make the ad more lifelike.
In research by Fosdick, nearly half of all high readership ads used bleeds. Conversely, only 14% of low readership ads used this technique.

Borders
In contrast, borders set up continuity, structure, and formality. Borders can isolate the ad from surrounding copy and other ads -forcing you to focus on the ad. However, they tend to make the ad appear smaller.