Internet, Networking, & Security Web Development How to Design Your Ad Page for a Good Layout Get your elements in the right place for maximum effect by Jacci Howard Bear Writer A graphic designer, writer, and artist who writes about and teaches print and web design. our editorial process Jacci Howard Bear Updated on April 21, 2020 Web Development Web Design CSS & HTML SQL Tweet Share Email All the rules of good page layout apply to ads as well as to other types of documents. However, some generally accepted practices apply specifically to good advertising design. The goal of most advertising is to get people to take some type of action. How elements of an ad appear on the page can help accomplish that goal. Try one or more of these layout ideas for a better ad. Eric Dreyer/Getty Images Ogilvy Layout Research indicates that readers typically look at ads in this order: Visual: the main picture in the adCaption: text that describes the visualHeadline: the "slogan" of an ad, company, or productCopy: text that describes the product or service the ad is aboutSignature: the advertiser's name and contact information Arranging these elements in the order in which a person would read them is called the "Ogilvy," after advertising expert David Ogilvy. Z Layout To create this layout, impose the letter Z (or a backward S) on the page. Place important items or those you want the reader to see first along the top of the Z. The eye normally follows the path of the Z, so place your "call to action" at the end of the Z. This arrangement coincides nicely with the Ogilvy Layout, in which the visual and headline occupy the top of the Z and the Signature with a call to action are at the end of it. Single Visual Layout Although it is possible to use multiple illustrations in a single advertisement, one of the simplest and perhaps most powerful layouts use one strong visual combined with a strong (usually short) headline plus additional text. Illustrated Layout Use photos or other illustrations in an ad to: show the product in useshow the results of using the product or serviceillustrate complicated concepts or technical issuesgrab attention through humor, size, dramatic content Top Heavy Layout Lead the reader's eye by placing the image in the upper half to two-thirds of the space or on the left side of the space. Place a strong headline before or after the visual, and then add the supporting text. Upside Down Layout One test as to the quality of an ad layout is whether or not it still looks good upside-down. Once you've finished your ad, turn it bottom-up and hold it out at arm's length. If the layout and composition still look good from that viewpoint, you're on the right track.