Layout’ in Advertising?

 Layout may be defined as the arrangement of the various elements of advertising such as illustration, text matter, product and name of the company.  The layout is a plan of an advertisement.

Layout is a plan, arrangement, overall structure, blue print of advertising copy. It arranges headlines, sub-headlines, slogans, illustrations, identification marks, text body etc., in a systematic manner. Attractive layout can help the advertisement to come out from mediaclutter (increased number of ads in media ) and gain attention of readers/ viewers.

 

 According to Sandage and Fryburger, advertisement layout is defined as “ The plan of an advertisement, detailing the arrangement of various parts and relative spatial importance of each is referred to as layout”

 

A good advertisement is a combination of both copy and art. A copywriter is responsible for the words, that is, the copy, whilst the art director is responsible for the illustrations and the layout

 

FUNCTIONS OF AD LAYOUT: The main functions of layout are

1) Assembling different parts: The main function of layout is to assemble and arrange the different parts or elements of an advertisement illustrations, heading, sub-headlines, slogans, body text and the identification mark, etc., and boarder and other graphic materials – into a unified presentation of the sales message.

2) Opportunity of Modification: The layout offers an opportunity to the creative teams, agency management and the advertiser to suggest modification before its final approval and actual construction and production begins.

 3) Specification for costs: The layout provides specification for estimating costs, and it is a guide for engravers, typographers, and other craft workers to follow in producing the advertisement.

 4) Brings together copy writer and Art Director: Every advertisement is the outcome of the contributions of specialists. The services of creative persons are required like visualizes or idea-men, copy writer, art directors, artists, photographer, type - setters, block-makers and the printer.

5) Guide to the copy specialists: Layout serves as a reliable guide to the specialists such as type-setters, engravers, printers and other craftsmen. These are the person who actually prepare the advertisement for use in print.

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DESIGNING OF LAYOUT FOR ADVERTISEMENTS 

The design process serves as both a creative and an approval process. In the creative phase, the designer uses thumbnails, roughs, dummies, and comprehensives- in other words, non-final art- to establish the ad’s look and feel. The final illustration with the actual type in place along with all the visuals the printer will need to reproduce the ad. The approval process takes place throughout the entire design process.

1.       1. Thumbnail Sketches: The thumbnail sketch or thumbnail is a small, rough, rapidly produced drawing artist uses to visualize layout approaches without wasting time on details.

 

Thumbnail Sketch Definition in Art

“Thumbnail sketches are quick, abbreviated drawings, usually done very rapidly and with no corrections. You can use any medium, though pen or pencil is the most common. Thumbnail sketches usually are very small, often only an inch or two high.”

 

2. Rough layout: In a rough, the artist draws to the actual size of the ad. Headlines and subheads suggest the final type style, illustrations and photographs are sketched in, and body copy is simulated with lines. The agency may present rough to clients- particularly cost-conscious ones.

3. Comprehensive: A comprehensive layout is generally quite elaborate, with elaborate , with colored photos. At this stage, all visuals should be final.

4. Dummy: The artist assembles the dummy by hand, using color markers and computer proofs, mounting them on sturdy paper and then cutting and folding them to size. A dummy for a brochure, e.g., is put together, page by page, to look exactly like the finished product

5. Mechanical (paste-Up): The type and visuals must be placed into their exact position for reproduction by printer.

6. Approval: The work of copywriter and director is always subject to approval. The biggest challenge in approval is keeping approvers from corrupting the style of the ad.