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What are the characteristics of layout in print advertisements?

Layout design is to design the necessary relationships among the various elements of the communication content according to the requirements of the advertising theme, and make visual association and configuration, so that these elements can appear in a layout in a harmonious way and complement each other, and become a dynamic organic combination in composition, so as to exert the strongest appeal and convey correct and bright information. Layout design should consider its artistry on the basis of respecting the functionality of information transmission.

1. the purpose of advertisement layout design

the purpose of layout design is to arrange and deal with the layout of various theme contents in an artistic or orderly way, so as to improve the visual impact of the layout and strengthen the inducement of advertisements to consumers. A strong and correct direction of communication can catch consumers' attention and make them leave good examples and deep memories in consumers' psychology. The purpose of layout design can be summarized as follows:

(1) Make effective configuration of the elements to attract attention.

(2) consider the layout and the size of the text to make it easy to read.

(3) The picture should have a sense of unity and become a beautiful composition. In order to enliven the effect of this layout design, we must clearly grasp the main contradictions.

2. Principles of advertising layout design

Layout design should not take the expression of inner feelings as the primary purpose like painting creation, but should act according to the functional requirements of the layout itself and the principles of layout design. The most fundamental principles of layout design can be summarized as follows:

(1) Concise and intuitive, vivid and touching

When layout design conveys a specific information, its visual elements (such as title, manuscript, graphics, pictures, colors, etc.) are always intuitive and concrete. However, this intuition and concreteness cannot be interpreted as a simple listing of information in the layout. The overall layout of the layout should strive to be simple, concise, clear and clear at a glance, so that it can have a strong visual impact in an instant and a simple and powerful appeal effect.

However, it is not enough for a page to be read by people. It must also try to impress the readers' inner feelings. Layout design is to make the layout and the information it carries enter an artistic touching atmosphere, so that readers are infected when reading, thus turning enjoyment into an inner experience and naturally introducing thoughts into the cultural or artistic realm to roam and imagine.

(2) be concise and easy to read, and stress blank space

The layout design should not be complicated and messy. Layout can't put the cart before the horse compared with what it conveys. The rhythm of modern society is tense, so conciseness and readability are particularly important. Don't pile up information, simplify by deleting complexity, and refine pictures and texts.

in addition, we should pay attention to the blank treatment in layout design. Blank processing not only makes the layout smooth, clear and orderly, but also has a very strong visual concentration effect, which is conducive to highlighting the focus of advertising appeals.

(3) prioritize and highlight the theme

In any advertising arrangement, a clear subject must be highlighted among many elements, and it should be the starting point of the audience's line of sight flow when reading advertisements as much as possible. In addition, it is necessary to guide the audience's reading with various signs in the arrangement, and gradually induce the audience to flow their eyes according to the visual process.

the proportion of the main elements is generally greater than that of the main elements. However, according to the advertising creativity, we can do the opposite, and put the main elements in a particularly small but conspicuous position, so that they can play the role of "small but not small" main elements and still occupy the main advantage in vision.

Sometimes, due to the special requirements for layout design, designers can "allocate according to their needs" according to the materials in their hands, so as to improve the artistic quality of layout. Grasping the principle of distinguishing priority from priority is mainly reflected in the flexible deployment and placement of materials.

3. Layout design rules

"Layout space, due to the strength and intensity of people's visual attention, has formed an important and secondary difference. Leading position or significant form, easy to attract people's attention, so it is important; The position is backward or the shape is general, which is not easy to attract people's attention, so it is secondary. " Generally speaking, when people's eyes move from upper left to lower right or other positions, their attention value is decreasing. Therefore, the reasonable guidance of visual process can achieve the purpose of advertising more accurately and quickly.

The human visual center is different from the geometric center, which is above the geometric center and slightly off to the left. Therefore, when designing, the main body can be placed on the upper and left side to attract people's better attention.

when designing the advertisement layout, we can also guide people according to their visual laws, such as inducing people's sight through the guiding factors such as the movement of characters, gestures or arrows in the picture, so as to achieve good publicity intention.

4. Common layout types

Just as composition is an important issue in all paintings, the primary issue in advertising layout design is what composition form to take. It determines the one-sided structural form, and different compositions have different appeal effects. Here are some common composition forms of advertising layout design.

(1) Standard format

This is the most common type of simple and regular advertisement layout. The advertisement generally arranges pictures, titles, explanatory text and logo graphics from top to bottom. It first attracts your attention by using pictures and titles, and then guides you to read explanatory texts and logo graphics, which conforms to the psychological order of people's cognition and the logical order of thinking excitement from top to bottom and can produce good reading effect.

(2) Positioning

This is a very common type of advertising layout design. Text and pictures are positioned separately and form a strong contrast. Or left or right, or up or down, often used in graphic layout design. There are several positioning types: top, bottom, left, middle and right. Positioning is very consistent with people's line of sight flow order.

(3) Oblique type

When composing, all the components are inclined to the right or left appropriately, so that the line of sight flows up and down, and the picture is dynamic

(4) Axis type

This is a symmetrical composition form, and the title, picture, explanatory text and title graphic are placed on both sides of the axis line or graphic, which has a good sense of balance. According to the law of visual flow, the design should focus on the upper left or lower right

(5) chessboard type

When arranging the layout, one side is divided into several equal square shapes in whole or in part. Obviously different from each other, making a chessboard design. This arrangement is only used to introduce a series of products or the reactions of different people after using the products, etc. When doing this design, we should pay attention to the sense of movement and rhythm in different areas, and make adjustments and differences in color and graphic size.

(6) Text style

In this arrangement, the text is the one-sided subject, and the pictures are just embellishments. When designing, we must strengthen the appeal of the advertising plan itself, and at the same time, the font is easy to read, in line with people's reading habits, and make the graphics play the role of icing on the cake and making the finishing point.

(7) Picture style

Use a picture to occupy the whole layout. The picture can be the image of an advertising character or a specific scene needed for advertising creativity. Add the title, explanatory text or logo graphics directly to the appropriate position of the picture. In this layout design, we must pay attention to the selection and production of high-quality pictures that express the creativity of advertisements, which plays a decisive role in the perfect visual effect.

(8) Font style

In layout, the product name or logo graphics are enlarged to make them the main visual elements on the layout. This change can increase the interest of the layout, break the theme of the advertisement and make people impressed. Try to be concise and ingenious in the design.

(9) Freestyle

composition should be irregularly arranged on the layout, without clear rules, vivid and flexible, and form a casual and relaxed visual effect. When designing, we should pay attention to the unified atmosphere, carry out similar processing of colors or graphics, and avoid disorder and arbitrary stacking. At the same time, it is necessary to highlight the subject and conform to the laws of visual process, so as to achieve the best appeal effect.

(1) Horizontal style

This is a quiet and peaceful layout, which is placed horizontally in the layout. The same bottle, vertical and horizontal will produce different visual effects.

(11) The various elements in the cross

image are interspersed with each other, forming a balance that does not follow logical laws. It is not only the intersection of composition, but also the intersection of colors. Through cross-arrangement, highlighting the theme can leave a deep impression on the audience.

(12) Background formula

In layout, the physical objects (raw materials), patterns or certain texture effects are first drawn as the overall background of the layout, and then the title, explanatory text and other elements are placed on it.

(13) Directivity

This layout has obvious directionality in its structural form, which can be either an arrow-shaped directional composition or the dynamic trend of the advertising image pointing to the advertising content, playing an obvious directional role.

(14) Repetitive

Repetitive elements have strong attraction, which can make the layout feel rhythmic and increase the interest of the picture.

The above expressions are the most basic in layout design. However, in most cases, the design rules of layout design penetrate and interact with each other. Designers should master these rules, draw inferences from others, and create novel and unique layout design from the legal to the impossible.

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