Elements of an Effective Layout

Dorothy Cohen’s explains that a good layout should attract attention and interest and should provide some control over the manner in which the advertisement is read.  She goes on to say that in addition, the most important aspects of an effective layout are balance, proportion, movement, utility, clarity, and emphasis.  This specifically is the analytical tool for this article. She goes into great detail about each aspect.  In my opinion the most important principles are unity and clarity/simplicity.  If the layout of an advertisement isn’t unified then it throws off the whole point of it.  Although many different elements tie into a specific advertisement, they should all use the same basic shapes, color, sizes, textures, and mood in order to achieve unity.  Aside from unity, the clarity and simplicity should also be effective.  Too much information or a cluttered advertisement can defeat the purpose of advertising.  It could potentially steer a viewer away.

It is weird to think about all the different principles and elements that go into an advertisement because when we are flipping through a magazine or watching TV we don’t think about all this.  We are just viewing the advertisement for what it is.  With that said, I don’t really think that this ruins an advertisement or makes it any less interesting.  Marketing is my major, so I find this analytical thinking interesting.