CREATIVITY IN ADVERTISING – ILLUSTRATION-LAYOUTS:

 1.       ILLUSTRATION

An illustration is a picture, photograph or drawing that is used in the advertisement to convey visually the idea or message of the advertisement.

A good illustration must support and compliment the copy theme having harmony colour combination, simple to convey the ad message, suggestive in design and construction, creating a lasting impression, matching with the lifestyle of the target consumer, matching with the headline. A layout is a sketched plan of a proposed advertisement.

 Meaning :

An illustration is a picture, photograph or drawing that is used in the advertisement to convey visually the idea or message of the advertisement. An advertisement effectiveness and emphasis can determined by the presence or absence of a picture. We can overtake the  inadequacy of language by using  an illustration.

Essentials of a good illustration :

1.       It must support the copy theme .

2.       It must be “faithful reproduction” of the advertised product.

3.       The use of colour combination  influences the emotional behaviour of individuals.

4.       It must be simple enough to convey the ad message clearly, easily and quickly.

5.       It must match with the headline of an ad and convey the same message to the reader.

6.       It must be original, unusual, and unique in design and presentation in an ad.

7.       Multiple illustrations must be used with a purpose in an orderly manner.

8.       Finally, illustrations must occupy and enjoy a dominant place in outdoor ads like posters, or, billboards.

FUNCTIONS OF ILLUSTRATION :

1. Quick Attention : Illustration helps consumers to quickly understand the message and motivates them to buy the product. Therefore, illustration must capture the attention of the readers.

2. Demonstrate the Product : Illustration shows the product and its features at a glance. Illustration indicates use of the product and how it works.

3. Creates Right Atmosphere : Illustration creates the right atmosphere by using rainfall, river and forest with the picture of the product.

4. Communicate Message : Illustration can carry the advertising message quickly

5. Support to Copy : Illustration carry message instantly and support the message given in the copy.

6. Symbolize the Quality : The visuals used in the advertisement indicates power, speed, value, strength, etc. e.g. MRF Tyres.

 7. Dramatise the Advertisement : Illustration dramatizes - story of the product. Illustration supports the headline of the advertisement by pointing out the details of the product.

8. Provides Technical Details : Many consumers buying consumer durable products are interested to know the technical details of the product. Advertisements of computers, washing machines, refrigerators and cell phones gives many technical details of the product through picture of the product.

 9. Lasting Impact : Illustration can make lasting impact on the mind of the consumers. Seeing is more convincing than being told. Pictures represent reality.

10. Fights Illiteracy : In a country like our where a large number of people are illiterate, picture of a soap immediately communicates to all what the advertisement is about.

TYPES OF ILLUSTRATIONS

There are various methods by which an illustration can be prepared. They are :

1.       Product Alone : In this type, major portion of illustration is covered by the product for e.g. advertisement that show Colgate tooth paste. The purpose is to give more importance to the product and to create image in the minds of prospects.

2.       Product in a Setting : In this type, the product is presented along with a background which is  favourable to it .

3.        Product in Use or Action : In this type, model may  be shown using the product  e.g. A car company shows a person driving a car of a particular brand.

4.       Result of a Products Use : In this type, the after effect of the product may be shown. For e.g. an advertisement of a furniture. It will show the space available, various as shelves etc.

5.       Dramatisation of a Headline : In this type, the illustration supports the head line i.e. whatever is given in the headlines is shown in action in the illustrations are combined, the effect is that the interest and attention of the reader is attracted.

6.        Dramatisation of a Situation : In this type, the illustration presents a situation in which a customer will be if he uses the product or if he does not use a product.

7.       Magnifying Details : In this type, the important features or minute features are explained in details. It is used to embassies specific advantages.

8.       Symbolic Illustrations : This illustration shows a reorganised symbol along with an idea, and the advertiser using a symbol may hope to identify this product with what the symbol stands for in the mind of the reader.

 

2. LAYOUT Meaning :

A layout is a sketched plan of a proposed advertisement. It includes the headline, rough illustration and copy which serves as plan for the advertisement.

 Layout is a working sketched plan showing the size, positions and colour weight values of the different elements that make up the complete advertisement.

 Layout, thus refers to the total exposure of an advertisement. Layout is important in an advertising plan. It enables the advertiser to visualize how the complete advertisement will look when published. It also gives the printer the location of each unit in the advertisement.

Layout is usually prepared to seek approval of the client and to see approval of the client and to see the overall impact.

 

FEATURES OF A GOOD LAYOUT :

Main features of good layout are: Balance, Movement, Gaze motion, Structural motion, Proportion, Wide space, Unity, Clarity, Simplicity, Emphasis etc.

Following are the main features of good layout:

1. Balance : Balance in layout means achieving a proper distribution of weight through the arrangement of the elements. Balance should be maintained in size, colour shape and density of elements. There are two kinds of balance; formal and informal. Formal balancing means placing of identical or similar items on both the sides of optical centre. Informal balancing means spreading of elements at different places in the advertisement or have large illustration which cover a major portion from the optical centre.

 2. Movement : There should be mobility in the advertisement. It provides a visual type of flow and sequence. It is more used in case of items which are mobile in nature e.g. An advertisement of an automobile should have illustration which shows mobility in it. Movement guides the render‟s eye from one element to another and makes sure that he does not miss anything. Movement should start from the left hand top corner of the advertisement to the right hand bottom corner.

3. Gaze Motion : It is the direction of movements of the reader‟s eye. The element of advertisement should be placed in such a manner that there is an easy flow in the movement of eyes of the reader. An illustration showing a person walking in a particular direction on will cause the render to look in that direction.

4. Structural Motion : A good layout should. Utilize lines, arrows, signs which will indicate or point out to the important elements of the advertisement.

5. Proportion : It involves appropriate division of the space between the various elements like the headline, illustration, subheads, copy etc. In a headline oriented advertisement, headline should be given major space and in an illustration oriented advertisement, illustration will dominate the space.

6. Wide Space : Wide space is the area not occupied by copy. Effective use of wide space helps to establish a sense of proportion. Wide space helps in reducing a crowdy appearance and brings prestige and luxury in an advertisement.

7. Unity : There should be unity between the elements i.e. there should be proper correlation between the headline and copy or illustration and copy. Unity is also achieved when the elements appears as component part or a single unit.

 8. Clarity : It implies that the various elements should be arranged in such a manner that the message is understood clearly. The layout should not be too complicated and tricky but must be easy to read and understand. The type, size, design should be selected for easy reading.

 9. Simplicity : It implies that too many elements in an advertisement should be avoided. Those elements. Which can be dropped without destroying the message should be dropped. The simplier the Layout, the clearer the message.

10. Emphasis : It implies that the important elements should be given much emphasis. Emphasis must be brought about by placing the most important feature at or near the optical centre. There should be emphasis on the various selling points and the purpose of advertising depending upon the requirements. Layout should emphasis on education, information and persuasion.

 

TYPES OF  LAYOUTS:

1. Standard Layout : It consists of a dominant illustration, headline, body copy and signature, generally in that order. It is highly popular in the field of advertising.

 2. Editorial Layout : The advertisement resembles editorial matter or press reports in a publication. Main emphasis is on body copy. Words dominate the advertisement and illustration may be missing or given less importance.

3. Poster Layout : Total stress is on the visual. Copy is very short and illustration provides details e.g., advertisements of soft drinks and chocolates.

 4. Cartoon Layout : Cartoon type illustrations and matching copy is used to attract attention e.g., advertisement of Amul butter and Tortoise coil.

5. Comic-Strip Layout : The layout follows the pattern of the comic strip by telling a story with the use of sequence of drawings.

6. Picture Caption Layout : Pictures and captions are used to explain different aspects of the product or services e.g., advertisement of automobile .

7. Picture-Cluster Layout : The layout performs the same function as in the case of picture-caption layout. Captions are not used. Cluster of several vertical and horizontal rectangles are used.

PROCESS OF LAYOUT :

The final layout is the outcome of several stages. The various stages are as follows:

1. Thumbnail Sketch or Thought Sketch: The first stage is the thought sketch or thumbnail sketch. These sketches provide a quick and convenient way to get different design ideas. At first the headline and illustration are roughly prepared. The location of logo and body copy is indicated. The artist may prepare several thumbnail sketches before arriving at one that holds promise for further development.

2. Roughs Layout : The second stage is the rough layout, which is a refinement of the Thumbnail/ thought sketch. Some artists prefer the start with a rough layout, by passing the thumbnail sketch stage. One or more rough layouts may be prepared. In this case headlines, slogan and illustrations are roughly drawn.

3. Finished Layout : When a final rough layout is selected, then it is transformed into a finished layout. This layout is much more detailed and carefully drawn than the rough layout. The illustration is more or less finalised. Headlines are carefully executed, and body copy is neatly ruled in the lines and blocks of copy of varying lengths to indicate intention and paragraphs. This layout is normally shown to the client for approval.

 4. Comprehensive Layout : Sometimes, the artist may prepare a comprehensive layout. It is more complete in respect of art work, headline and slogan. Some times such layout look more beautiful than the final ad. Comprehensive layouts may be prepared to give the client a clear idea about the final ad.

5. Working or Mechanical Layout : Really speaking these are not actually layouts. These are blueprints for production. The working layouts indicate the exact placement of all the elements in the ad specifies typeface and size and includes relevant instruction for the typographer and engraver. The final ad is prepared from the working layout.