Common Advertising Layouts

This design theory rests on the idea that simplicity sells!

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.

• Single Visual

• Top Heavy

• Ogilivy

• Illustrated

• Z Layout

Use photos or other images in an ad to:

show the product in use, show the results of using the product or service, demonstrate complicated concepts or technical issues, grab attention through humor, size, dramatic content.

• Single Visual

• Top Heavy

• Ogilivy

• Illustrated

• Z Layout

This layout technique leads 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 (sometimes with a strong headline before or after the visual) and then the supporting text.

• Single Visual

• Top Heavy

• Ogilivy

• Illustrated

• Z layout

Place important items or those you want the reader to see first along the top of the page. Then follows from top right down through the middle to the bottom left corner. A strong visual may be located in the center of the page. The eye then follows the path from left to right along the bottom to the "call of action!"

• Single visual

• Top heavy

• Ogilivy

• Illustrated

• Z Layout

This layout is backed up by scientific research that considers the psychology of how we look at print ads. Research indicates that readers mentally absorb an ad in the following order:

Visual

Caption

Headline

Caption

Signature

• Single visual

• Illustrated

• Ogilivy

• Top Heavy

• Z Layout

Part of the visual that attracts interest

• Taglines

• Headlines

• Copy

SLOGAN

• A unique design symbol that helps identify the company visually. .

• The actual text of the ad.

• A catchphrase that evokes some kind of feeling about the company and the product.

• A short piece of text, usually in larger type, designed to be the first words the audience reads.

COPY

• A unique design symbol that helps identify the company visually.

• A short piece of text, usually in larger type, designed to be the first words the audience reads.

• A catchphrase that evokes some kind of feeling about the company and the product.

• The actual text of the ad.

IMAGE

• The actual text of the ad.

• Any drawing, photograph, illustration, chart, or other graphic that is designed to affect the audience in some purposeful way.

• A unique design symbol that helps identify the company visually.

• A short piece of text, usually in larger type, designed to be the first words the audience reads.

LOGO

• A unique design symbol that helps identify the company visually.

• A catchphrase that evokes some kind of feeling about the company and the product.

• The actual text of the ad.

• Any drawing, photograph, illustration, chart, or other graphic that is designed to affect the audience in some purposeful way.