5 Principles of Good Layout in Advertising

Layout may be defined as the format in which the various elements of the advertisement are combined. It should not be confused with the visualization though. Its function is to assemble the different parts of advertisements- illustrations, headlines, body text, the advertisers signature, and perhaps borders and other graphic materials- into a unified presentation of the sales message.

Principles of good layout are as follows:

1. Balance

Balance, of considerable importance in a layout, involves artistically combining the various sizes and shapes that make up an advertisement. Essentially, there are two forms of balance:

  • Formal or symmetrical
  • Informal or asymmetrical

2. Movement

If a print advertisement is to get the reader’s eye to “move” through it, the layout should provide for gaze motion or structural motion.

3. Unity

Unity in layout refers to keeping the elements of the advertisement together so that the advertisement does not “fall apart”.

4. Clarity and Simplicity

Although, it is important to make a layout interesting, care must be taken to see that it remains simple enough so as not to lose its clarity and simplicity.

5. Emphasis

A good layout should make the advertisement as a whole prominent and also emphasize certain important elements. It can be done so by following some of the following techniques.

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