Layout Types in Advertisement

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Ad Layout Types

Tuesday, September 7, 2010


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Based on later works

from Piet Mondrian -

Dutch Painter - De Stijl

Art Movement

Asymmetrical Design

Basic Color (red. yellow,

blue), Black Lines todivide space

Items on page are

contained within

rectangles

Modular layout for the

elements on the page

Black line to divide items

is traditional but can alsobe a variety of other

solutions

Mondrian



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Picture Window

Most popular ad layout

type

Developed andpopularized by David

Ogilvy

Image is strongest

element on page

Picture can bleed off page

Headline is located next

to the image and is the

next largest on the page

Logo usually located

bottom right

Small amount if body

copy



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Big Type

Type dominates page

Usually headline is the

main attraction

Image is secondary

Big String Headline take

place of dominate image

Type used to draw

attention to the ad



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Type Heavy

Large amount of Type on

the page

Used as Informational ad

Legally the type must be

disclosed - Drug Ads,

Finance, etc

More like an article than

an ad

Large headline to get

attention

Image is not high on the

hierarchy list of items on

the page



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Frame

Use Frame to define

space

Used a lot in newspapers

Separates ad from other

ads and copy on page

Defines space and meant

to emphasis the ad on a

crowded page

Frame can put focus on

content

Can use frame as

branding as well

Frame could be images

around main theme

Attention of ad focused

on the center



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Silhouette

Softer type of ad

Follow curves of image to

layout type

Integrate text and image

in ad

Emphasis shape of

product or image that

reflects product

Use negative space to

form image that helps to

convey message of ad



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Rebus

Type and images

interwoven on page

Images take the place of

text

Images refer to a

descriptive element to

convey the ads message

Image of a tree used

instead of the word tree

Playful and sometimes

juvenile

Meaning of ad conveyed

in reading/decipheringcombination of smaller

images within the

measure of type



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Storyboard Layout

A mulit-panel layout with

the panels being the same

or similar size

Like a comic strip layout

Images relate to convey

the message of the ad

More symmetrical than a

Mondrian

Very structured and grid

like layout

The panels can have

captions

Conveys story across

panels that help forward

the message



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Type Specimen

Distinctive use of type

and font selection

The type is manipulated

in a way as to create bothliteral and visual meaning

in the ad

Well designed and

constructed type

Could be a great amount

of type or a small amount

but the layout uses type

as opposed to images

Type will dominate the ad

but in a unique manner

that has been extracted

for the purpose of the

ads message



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S h G d


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Straight Grid

Ad laid out on a specific

grid

Very Symmetrical and

neatly organized on page

Objects are evenly

spaced and placed

according to their visual

hierarchy

Straight forward ad with

images and type



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A i l


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Axial

Strong visual in the

center of the page

Secondary items around

the side

Items float around the

strong center focal point

Usually type boxesaround the side that

relate to the center

Could be smaller images

around the sides as well

as type boxes



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N Li


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Non Linear

Small bullet point

sections of type around

the page

No hierarchy of thebullet point boxes

Can read them in any

order

Text intermixed with

related images

Images and text relate to

product or features of

product

Underlying grid in ad



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Layout Types in Advertisement

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