Ad Layout and Design Strategies

To further customize the look of this ad layout, change the margins, fonts, leading, size of the initial cap, size of the visual, and alter the column layout. You might try a headline left variation if the photo orientation is more suitable to that arrangement.

1. Visual first, to the left. If the visual lends itself to a more vertical arrangement or if you want to equalize the importance of the visual and headline, try this.

2. Headline next, to the right of visual. When you break your headline up into several lines like this, you'll probably want to avoid headlines that are too long.

3. Caption below photo.

4. Place main ad copy in two columns. You might want to use a drop cap as a lead-in.

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

Templates for Headline Right Layout

• OgilvyAdHeadRight.indt
• ogilvy4.t65

1. The Ogilvy Formula
2. Basic Layout
3. Coupon Variation
4. Headline First Layout
5. Headline to Right Variation

• 5 Step Formula Based on Work of David Ogilvy
• Basic Ogilvy Ad Layout
• Coupon Variation of the Ogilvy Ad Layout
• Headline First Variation of Ogilvy Ad Layout
• Headline Right Variation of the Ogilvy Ad Layout