Visual cues not only grab a reader’s attention, but also evoke deep thoughts and emotions. It allows them to interpret the image in a literal or metaphorical way. It can signal something in their brain or remind them of something important. Visual cues are used everywhere in advertising in the form of graphic design or photos. It is important that you use your visual elements effectively in order to get the most out of your advertisement.

Before a person can read what an advertisement says, they are immediately caught by the visual elements of it. They see the graphics, the photos and the overall layout. Just like ad copy, the goal of ad design is to get the audience to take some sort of action. Not only the visuals you use, but also how you place them on the ad can help you achieve that goal.

The following are layouts to follow to effectively design your ad:

1. Ogilvy Layout (Five Step Process by David Ogilvy)

• Visual – Place your photos and/or graphics at the top of the page
• Caption – If you are using a photo, place a short caption underneath.
• Headline – The headline of your ad goes next.
• Copy – Follow your headline with effective ad copy
• Signature – Place your company’s name and contact information at the bottom right of your ad. This is the last place the reader’s eye will go.

2. Z Layout

• Place all the contents of you ad in the form of a “Z”. Put the most important elements on the top of the “Z”. The eye will naturally follow the pattern. Place your “call to action” or your signature at the very end of the “Z”.

3. Single Visual Layout

• The principle of this layout is “less is more”. This is a simplistic, yet powerful ad. There is only one visual element followed by a simple headline and short ad copy.

4. Illustrated Layout

• There is not much room for audience interpretation with this layout. This ad shows the actual product or service offered. It demonstrates what it does, how it works and what it accomplishes.

5. Top Heavy Layout

• This layout puts strong emphasis on the visual element of the ad. The photo or graphic design is placed in the top half or the left side of the ad. It is then followed with the headline and copy.

6. Upside Down Layout

• This layout is as simply as it sounds: turn your ad upside down. After you finish designing your ad, you may find it is even more powerful in its opposite layout.