Elements of an Effective Layout

This paper talked about the layout of a print ad.  This part focuses specifically on the elements of balance, proportion, movement, unity, clarity and simplicity, and emphasis.

Balance - a matter of weight distribution of the picture.  Equilibrium is achieved by balance.  The optical center of the ad serves as the fulcrum or balancing point.

Proportion- develops order and creates a pleasing impression for the person viewing the ad.  States everything in the ad most be aligned properly to achieve 100% prportionality.

Movement- (sequence) provides the directional flow for the ad.  Most have movement in order for an ad to appear dynamic not bland.  It provides coherence and makes sure the viewer doesn't miss anything.

     gaze motion - directs the reader's attention by directing the loos of the people of animals in the ad. 
     structural motion - uses the lines of direction in a pattern. 

Unity- unification of the layout.  All of the ad elements should be aligned making the picture unified as a whole.  Using a border surrounding an ad provides method to achieve unity.  Utilizing white space can also establish unity.  It's a part of the ad space which is not occupied by any other element.  When the elements are the same color, size, and equal in value there is unity in the ad.

Clarity and Simplicity- ad should be easy to follow, not too complicated or tricky.  The color contrasts should be easily distinguished.  A way to achieve this is by combining the company logo, trademark, and tag line into one.

Emphasis- only one part of the print ad should be dominating.  This should up to the designer of the ad and should focus on one aspect.  Emphasis can be achieved by contrasts in size, shape, and color, or the use of white space.


After going over these elements several times for clarity, I saw three of them in my ad.  I had never paid any attention to how certain parts of ads were spaced, the size of writing compared to other elements, nor whether the people pictures were looking at something or right back at myself.  I see how these elements make advertisements more effective.  I believe balance, proportion and movement are really important in ads.  Although clarity and simplicity are probably the obvious choices, I've seen many ads that were almost overwhelming or ones that didn't seem to have a punch line..if you will.
Knowing these elements does not ruin advertisements for me at all.  If anything, it helps explain why certain choices are made.