ADV 205 Lecture Notes - Lecture 13: A.D. Vision, Copywriting, Spot Color
Document Summary
Use of layouts: a layout is a plan that imposes order, preliminary version of the ad that shows where all the key formatting elements are placed. Finished layout detailed guide to artist and typographer. Picture window is often referred to as poster-style format and is the most common. Movement ad should lead reader in a sequence, usually from left to right. Contrast and white space, repetition, alignment and balance, proximity. Elements that aren"t the same should be very different so they stand out. Making them slightly different confuses the user into seeing a relation that doesn"t exist. Repeat visual elements of the design through the piece. Repeat color, shake, texture, spatial relationships, line thickness, sizes etc. Helps develop the organization and strengthens the unity. Make sure not to repeat and element so much that it"s overwhelming. Try to avoid just placing things somewhere on the page. Each element should link in some way to other things on the page.
