Mastering Ad Design & Layout Techniques

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PERSONAL PLANNING Guidebook #60: Mastering Ad Design & Layout Techniques .................................................... 3 Introduction to Design & Layout................................. 4 Basic Design Strategies ............................................ 5 Advanced Design Strategies .................................. 12 Grouping Design Strategies.................................... 20 Color Design Strategies.......................................... 27 Photo Design Strategies ......................................... 33 Headlines & Body Copy Design Strategies ............. 44 Sketching Design Strategies................................... 55 Miscellaneous Design Strategies............................ 59

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The Entrepreneur’s Guidebook Series

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6 0 Mastering Ad Design & Layout

MASTERING AD DESIGN & LAYOUT TECHNIQUES THERE is no magical formula for combining illustrations, photos, colors, typefaces, and other graphic elements to create ads with incredible pulling power. In practice, design has a minor effect on sales compared with: the needs of consumers; the nature of the product, its benefits, features, function, and appearance; the price of the product; the persuasiveness of the ad’s message; the seller’s reputation; and the availability of the product. In other words, words not pictures, are the great communicators. However, a well thought-out ad design and layout can make your ideas zoom out of the page, have a major effect on how easily and effectively your message is communicated, and subtly encourage your reader to take action and buy. In other words, although ad content more often influences the outcome of a consumer’s decision, it is more often ad design which invites them to consider it in the first place.

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Copyright © 2001 by Patsula Media

The Entrepreneur’s Guidebook Series

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6 0 Mastering Ad Design & Layout

INTRODUCTION TO DESIGN & LAYOUT

get ready to apply the following 86 design and layout strategies:

EFFECTIVE AD design & layout starts with a clear understanding of a project’s goals and written content. This means that before you determine how your ad Every child is an is going to look, you must be pretty artist. the probconfident about what you are going lem is how to to say. remain an artist