Layout Types in Advertisement
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Ad Layout Types
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Based on later works
from Piet Mondrian -
Dutch Painter - De Stijl
Art Movement
Asymmetrical Design
Basic Color (red. yellow,
blue), Black Lines todivide space
Items on page are
contained within
rectangles
Modular layout for the
elements on the page
Black line to divide items
is traditional but can alsobe a variety of other
solutions
Mondrian
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Picture Window
Most popular ad layout
type
Developed andpopularized by David
Ogilvy
Image is strongest
element on page
Picture can bleed off page
Headline is located next
to the image and is the
next largest on the page
Logo usually located
bottom right
Small amount if body
copy
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Big Type
Type dominates page
Usually headline is the
main attraction
Image is secondary
Big String Headline take
place of dominate image
Type used to draw
attention to the ad
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Type Heavy
Large amount of Type on
the page
Used as Informational ad
Legally the type must be
disclosed - Drug Ads,
Finance, etc
More like an article than
an ad
Large headline to get
attention
Image is not high on the
hierarchy list of items on
the page
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Frame
Use Frame to define
space
Used a lot in newspapers
Separates ad from other
ads and copy on page
Defines space and meant
to emphasis the ad on a
crowded page
Frame can put focus on
content
Can use frame as
branding as well
Frame could be images
around main theme
Attention of ad focused
on the center
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Silhouette
Softer type of ad
Follow curves of image to
layout type
Integrate text and image
in ad
Emphasis shape of
product or image that
reflects product
Use negative space to
form image that helps to
convey message of ad
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Rebus
Type and images
interwoven on page
Images take the place of
text
Images refer to a
descriptive element to
convey the ads message
Image of a tree used
instead of the word tree
Playful and sometimes
juvenile
Meaning of ad conveyed
in reading/decipheringcombination of smaller
images within the
measure of type
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Storyboard Layout
A mulit-panel layout with
the panels being the same
or similar size
Like a comic strip layout
Images relate to convey
the message of the ad
More symmetrical than a
Mondrian
Very structured and grid
like layout
The panels can have
captions
Conveys story across
panels that help forward
the message
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Type Specimen
Distinctive use of type
and font selection
The type is manipulated
in a way as to create bothliteral and visual meaning
in the ad
Well designed and
constructed type
Could be a great amount
of type or a small amount
but the layout uses type
as opposed to images
Type will dominate the ad
but in a unique manner
that has been extracted
for the purpose of the
ads message
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S h G d
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Straight Grid
Ad laid out on a specific
grid
Very Symmetrical and
neatly organized on page
Objects are evenly
spaced and placed
according to their visual
hierarchy
Straight forward ad with
images and type
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A i l
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Axial
Strong visual in the
center of the page
Secondary items around
the side
Items float around the
strong center focal point
Usually type boxesaround the side that
relate to the center
Could be smaller images
around the sides as well
as type boxes
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N Li
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Non Linear
Small bullet point
sections of type around
the page
No hierarchy of thebullet point boxes
Can read them in any
order
Text intermixed with
related images
Images and text relate to
product or features of
product
Underlying grid in ad
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