1. Ad Layout Design A rough draft that show the general arrangement and appearance of a finished ad

2. Developing Print Layouts Use color  More appealing  Color can increase reading by 80%  Increase cost by 35% Selecting Typeface and Size  Headline are large and bold Check Ad Proof  Shows how ad will appear

3. Evaluating Proof  Ad should be bold enough to stand out  Overall layout should look clean an uncluttered  Should be easy to read  Signature should be apparent and distinctive  Message and image projected should match target audience

4. Types of Layout  Standard – combination of copy and illustration  Editorial – based on words w/ little illustrations  Poster – dominated by illustration  Picture clusters – groups of pictures  Comic – drawn illustrations

5. Layout Guidlines  Illustrations make up 50%+ of ad  Headlines 10-15% of ad  Logos usually at bottom center or right  No more than 3 font types  Optical Center  Control eye movement

6. Ad Essentials  Make ad memorable  Use a dominate element to grab attention  Use white space  Make copy complete  Call to action