Ad Layout and Design Strategies

Content
  1. David Ogilvy’s 5-Step Ad Design Formula
  2. Advertising design software
  3. Ogilvy main ad format
  4. Change Ogilvy Ad Layout Coupon
  5. Header First draft of Ogilvy ad layout
  6. Change title right or left for Ogilvy ad layout

David Ogilvy’s 5-Step Ad Design Formula

Advertisements and flyers are common documents that are placed on the desktop. Whether you’re designing ads for clients or your own business, you can make these ads perform better with just a few proven design strategies.

When readers look at your ad, what’s the first thing they see? In sequence, studies show that readers typically look at:

  1. visual

  2. titre

  3. header

  4. to copy

  5. Signature (name of the advertiser, contact details)

One way to make sure your ad gets read is to arrange the elements in that order from top to bottom. However, your ad should also contain the strongest element. Sometimes the image can be secondary to the title. In this case, you can choose to put the title first. The title can be optional at any time, and often you’ll want to add extra elements, such as additional artwork or a coupon box.

While not the only way to create ads, it is an easy-to-use and successful formula for many types of products or services. Here you can see the basic layout and three variants of this format, also called Ogilvy after advertising expert David Ogilvy, who used this layout formula for some of his most successful ads.

Advertising design software

Ads can be created in most desktop publishing programs, including Adobe InDesign, QuarkXPress, Scribus, or Serif PagePlus. Vector drawing programs such as Adobe Illustrator are also popular for single-page layouts such as advertisements.

Ogilvy main ad format

Advertising specialist David Ogilvie developed the ad placement formula for some of his most successful ads, which became known as: Ogilvie † The illustration shown here is a basic design that follows the classic visual format: title, title, copy, caption. Other variants are derived from this basic ad layout.

Try changing the margins, fonts, start size, start cap size and visual size and put the copy in columns to adjust the basic layout of this ad format.

  1. Visual top of the page. If you’re using a photo, pump it to the edge of the page or ad space for maximum effect.
  2. For photos, put a descriptive header below.

  3. put you header The next.

  4. follow your head promotional copy † Think of a stub as an introductory piece that helps draw the reader into the copy.

  5. Post your contact details signature ) in the lower right corner. As a rule, this is the last place to grab the reader’s attention when reading an ad.

Change Ogilvy Ad Layout Coupon

Coupons attract attention and can increase response to your ads. Even the appearance of a coupon — using the familiar dotted line around part of your ad — can have the same effect. The illustration shown here is the basic design of the Ogilvy ad layout, but with a three-column copy that places the coupon in the outer corner.

Make additional changes to this ad layout by changing the margins, fonts, starting size, starting size, visual size, and changing the column layout. Experiment with different coupon styles.

  1. Visual top of the page.
  2. Signature under the photo.
  3. header The next.
  4. Place the head a copy of the advertisement to the first two columns of a three-column grid, or otherwise. Put your contact details ( signature ) at the bottom of the middle column.

  5. Enter the coupon in the third column coupon or coupon fake † Placing the coupon in the outer corner of your ad will make clipping easier

Header First draft of Ogilvy ad layout

Sometimes the head outweighs the visual. The artwork here is the main design of the Ogilvy ad layout, but the title is placed above the visual. Use this option when the title is the most important element of the message.

For more variety, try changing the margins, fonts, starting size, starting cap size, visual size, and rearranging columns in this ad format.

  1. header first. When your headline is more impactful or more important than the photo, lift it up to grab the reader first. Give the title its own space or place it over the main image.
  2. Visual The next.
  3. Signature under the photo. While not always necessary, don’t forget this space to explain your visual presentation and get a different promotional message to the reader.
  4. Place the head a copy of the advertisement in one or two columns. Or use a three column format and place the coupon in the third column.

  5. Put your contact details ( signature ) at the bottom of the second column in the lower right corner.

Change title right or left for Ogilvy ad layout

Ogilvy’s basic design is illustrated here, but the title has been moved to the side of the visual. It can be left or right (patterns for header on the right and two-column copy). This ad placement layout aligns visual titles and headers and allows more room for longer titles or vertical images.

To further customize the look of this ad layout, change the margins, fonts, start size, start size, visual size, and change the column layout. You could try using a frame to highlight the image, but place the title over the image on one side or the other to match the background (don’t forget the contrast between text and background!).

  1. Visual , left or right first. If the visual lends itself to a more vertical layout, or if you want to align the importance of the visual and the title, try this.
  2. header next to, right, or left of the image. If you divide your title in this way over several lines, you probably want to avoid titles that are too long.
  3. Signature under the photo.
  4. Place the head a copy of the advertisement in two columns. You may want to use a stub as input.

  5. Put your contact details ( signature ) at the bottom of the second column in the lower right corner.

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