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Ad Layout and Design Strategies

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5 of 5

Headline Right Variation of the Ogilvy Ad Layout

Headline and Visual are side-by-side

In this ad layout the visual and headline share the top position..

Illustrated on this page is the basic Ogilvy design but with copy in a two-column format and the headline moved to the right side of the visual. This ad layout format equalizes the visual and headline as well as makes more room for longer headlines or vertical images.

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.

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