Chapter 8: LayoutsDesigning to Communicate

Functions of Design

1. Purpose must be foremost

2. Attract your target audience

3. Enable you to organize ideas

4. Emphasize compelling information

Design Principles

1. Balance (symmetrical, asymmetrical, size, shape, placement, top heavy, bottom-heavy, heavier, lighter)

2. Contrast (type, slant, font, weight, texture)

3. Harmony (related elements, direction)

4. Proportion (2::3 is golden mean)

5. Movement (Z motion, no logo in left bottom)

6. Negative or “White” Space

Gestalt Theory

Gestalt principles remind us that elements of design should be integrated so that the design, not the elements, is the first thing the viewer observes. Design principles such as contrast, harmony, rhythm, and proportion are other ways to focus attention, hold various elements together, and present elements in ways that please the eye

The Five Rs of Design

1. Research: (Product, company, service, target audience, competition, AND swipe file

2. Roughs: Sketch your ideas

3. Revise: don’t get attached, develop several

4. Ready: computer, select size, bleed/non-bleed

5. Run: run ad in the media

Selecting Type

1. Type can be divided into six groups

2. Keep in mind message you want to convey

3. Reflect theme of the ad

4. Legibility of leading

5. Letter spacing: Kerning and Tracking

Basic Ad Layouts (figure 8.9)

Frame Circus Grid Color Field Silhouette Copy heavy

Type specimen Picture window Band Axial Mondrian

Inviting Readership

Don’t set type wider than 39 characters Avoid setting copy in less than 10-point type Break up long copy block with subheads Avoid setting body copy in reverse (white on black) Take care when you print copy over tonal matter,

such as photographs Use lowercase when possible

Inviting Readership

Either capitalize the entire headline or capitalize only the first word of a sentence and any proper nouns

End the headline with punctuation Align all copy elements to avoid a jumbled look Use normal punctuation throughout Use italics sparingly

Creating the Finished Ad: Computes & Design

Photo manipulation software Illustration software Desktop publishing software

Designing Outdoor and Transit Ads

Keep the graphics simple Make the type bold and big Keep the word count to no more than eight

words, fewer if possible Make the brand or company name

prominent Consider using your campaign theme or

tag line as the headline

Answers to Questions about Design

Must You Show the Product? Must You Show a Logo? Must Every Ad in the Campaign Look the Same? Is Color More Effective than Black and White? What about Photography versus Illustrations? Should You Study the Look of your Competitors’

Ads?