All the rules of
good page layout apply to ads as well as to other types of documents. However,
there are some generally accepted practices that apply quite specifically to
good advertising design. The goal of most advertising is to get people to take
some type of action. How elements of an ad are placed on the page can help
accomplish that goal. Try one or more of these layout ideas for a better ad.
Ogilvy Layout
Research indicates that readers typically look at Visual, Caption, Headline, Copy, and signature (Advertisers name, contact information) in that order. Following this basic arrangement in an ad is called the Ogilvy after advertising expert David Ogilvy who used this layout formula for some of his most successful ads.
Research indicates that readers typically look at Visual, Caption, Headline, Copy, and signature (Advertisers name, contact information) in that order. Following this basic arrangement in an ad is called the Ogilvy after advertising expert David Ogilvy who used this layout formula for some of his most successful ads.
When
readers look at your ad what do they see first? Research indicates that readers
typically look at:
1. Visual
2. Caption
3. Headline
4. Copy
5. Signature (Advertisers
name, contact information) in that order.
One method of making sure your ad gets read is
to arrange elements in that order, top to bottom. However, your ad should also
lead with its strongest element. Sometimes the visual may be secondary to the
headline. In that case you may decide to put the headline first. A caption may
not be necessary at all times and often you'll want to include additional
elements such as secondary illustrations or a coupon box.
While this
isn't the only way to design an ad, it is an easy to implement, successful
formula for many types of products or services. Advertising expert David Ogilvy
used this layout formula for some of his most successful ads.
Z Layout
Mentally impose the letter Z or a backwards S on the page. Place important items or those you want the reader to see first along the top of the Z. The eye normally follows the path of the Z, so place your "call to action" at the end of the Z. This arrangement coincides nicely with the Ogilvy layout where the visual and/or headline occupy the top of the Z and the Signature with call to action are at the end of the Z.
Mentally impose the letter Z or a backwards S on the page. Place important items or those you want the reader to see first along the top of the Z. The eye normally follows the path of the Z, so place your "call to action" at the end of the Z. This arrangement coincides nicely with the Ogilvy layout where the visual and/or headline occupy the top of the Z and the Signature with call to action are at the end of the Z.
Single Visual Layout
although it is possible to use multiple illustrations in a single advertisement, one of the simplest and perhaps most powerful layouts use one strong visual combined with a strong (usually short) headline plus additional text.
although it is possible to use multiple illustrations in a single advertisement, one of the simplest and perhaps most powerful layouts use one strong visual combined with a strong (usually short) headline plus additional text.
Illustrated Layout
Use photos or other illustrations in an ad to:
- Show the product in use
- Show the results of using the product or service
- Illustrate complicated concepts or technical issues
- Grab attention through humor, size, dramatic content
Use photos or other illustrations in an ad to:
- Show the product in use
- Show the results of using the product or service
- Illustrate complicated concepts or technical issues
- Grab attention through humor, size, dramatic content
Top Heavy Layout
Lead the reader's eye by placing the image in the upper half to two-thirds of the space or on the left side of the space, with a strong headline before or after the visual, and then the supporting text.
Lead the reader's eye by placing the image in the upper half to two-thirds of the space or on the left side of the space, with a strong headline before or after the visual, and then the supporting text.
Upside Down Layout
If an ad is well-designed, it will look just as good upside down. So, turn it upside down, hold it out at arm's length, and see if the arrangement looks good.
If an ad is well-designed, it will look just as good upside down. So, turn it upside down, hold it out at arm's length, and see if the arrangement looks good.
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