The design of the graphic arrangement of an advertisement is called a layout. It contains elements of illustration combined with text and advertising slogans. It may also contain instructions for people who are responsible for creating the image.
The layout is a term used to describe the graphic design of a traditional or electronic publication. Initially the term was used to describe activities related to Classic DTP. For some time now, however, it has been used primarily in the broadly understood graphic advertising, as well as in creating websites. Currently, layouts are prepared in specially designed graphic programs, which enable their edition and possible modification of the project.
As a rule, a layout as a graphic arrangement consists of Several basic elements. Among them, we can mention the division of the text into breaks, sections or columns, as well as paragraphs and margins. The layout also includes an appropriate typeface, interline size and various graphic details. The general colour scheme, graphics and images, as well as a possible editorial footer are also important.
It is also important to remember essential headlines, logo, slogan and promotional motto. Properly created layout should also have a specific graphic convention, including the correct combination of colours and shapes. In this case it is important to take care of such details as shade, contrasts, colour saturation, rounding, as well as planes and straight lines. Appropriate arrangement of all elements included in the layout should create a modern and visually attractive appearance of the site. It should also evoke positive emotions in the recipient, thus making him/her interested in further interaction with the brand.
Artistic activity consisting in graphic design is a difficult task in achieving the intended goal. It requires a lot of experience and skills in persuasive-esthetic arrangement of composition elements. Such basic elements are lines, points, plane, shade, hue and colour and many others that create a visual graphic concept. Building a positive image of the company mainly depends on the proper balance of composition, contrast, proportions of elements, gradients and margins.
There are many sources of such need. It should be noted that just as we understand what the layout is, we also understand the need for good planning. Usually in companies this means a general blessing of the management for the concept (need), which unfortunately rarely results in structural and regular work. In the vast majority of cases, the issue of the layout goes back to the influence of an urgent need, after strategic decisions have been made. Then the planning of the layout becomes the same as the layout itself – i.e. a mock-up, a drawing, a plan on paper. The risks are high. Treating a layout as a drawing in a compulsive way can lead to sub-optimisation or even weak solutions.