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Ad Layout and Design Strategies

By Jacci Howard Bear, About.com

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Headline First Variation of Ogilvy Ad Layout

Headline over visual ad layout

This ad layout puts the headline above the visual

Sometimes the headline carries more weight than the visual. The illustration on this page is the basic Ogilvy ad layout design but with copy in a two-column format and the headline moved above the visual. Use this variation when the headline is the more important element of the message.

For more variation try changing the margins, fonts, leading, size of the initial cap, size of the visual, and altering the column layout in this ad layout.

  1. Headline first. When your headline packs a bigger punch or is more important than the photo, put it up top to grab the reader first.

  2. Visual next.

  3. Caption below photo.

  4. Place main ad copy in two columns.

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

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