Visual elements sometimes dominate an advertisement.
The customer's needs and the seller's reputation are the most important elements to keep in mind when creating an ad. However, the layout of the ad can still affect how clearly these elements are communicated and can influence how the ad affects the consumer. Layout can strongly influence the first impression or impulse a consumer has toward a product in addition to ensuring a memorable placement of a product or service.
Instructions
1. Look at the body copy you will include in the advertisement before you attempt to create the ad layout, since the content will influence what the ad looks like and how much space you will have to work with.
2. Ask the client what the advertising budget is. The simplest layouts are the cheapest to produce, such as a layout with a large picture at the top, a headline beneath, body copy under the headline, a logo and contact information. Explain to the client that cheaper and more simplistic ads can often be successful, since people are less willing to read complex ads because they look more difficult to understand at a glance, discouraging some readers.
3. Find or create visual elements to add to the advertisement. If you do not want to create the visual elements yourself, you can purchase stock photography or hire an illustrator or photographer to create the exact image you want. However, visual elements are not completely necessary. Some successful ads involve only text, especially if the advertisement gives the reader an offer that is difficult to refuse. However, visual elements can make the advertisement stand out among others and can develop a brand recognition in the form of a logo or mascot. Graphics should be relevant to the body copy.
4. Use layout elements to emphasize something. For example, contrast can make an aspect of the advertisement stand out. You may have an image of several people dressed in black and white business suits, with one person wearing a Hawaiian shirt, creating an immediate contrast that stands out to viewers.
5. Ask your client where the ad will run, since different publications have different sizes. For example, newspapers mostly have columns 2 1/6 inches wide with 1/8 inch blank spaces, making it easier for advertisers to run the same ad in multiple newspapers.
6. Write a headline, if you think the advertisement needs one. The headline is a segment of text that clearly explains the product being sold and also tries to encourage the reader to buy the product or at least read more of the copy. While headlines are often the most powerful part of the ad, some visual elements articulate the product being sold clearly enough that headlines are unnecessary. For example, an image of a burger clearly indicates that the advertisement is marketing burgers.
7. Place the elements of the ad strategically. Advertisements usually include an illustration, headline, copy and logo. Since people usually scan from top left to bottom right, the company logo is often placed at the bottom right part of the page to help people remember it, since people tend to remember the last thing they read.
Tags: body copy, visual elements, advertisement stand, being sold, bottom right, create visual, create visual elements