Layout Basics… a Design Clinic

We often use Printips to share information about graphic design. Our purpose for this is simple: the more you know about good graphic design, the better you’ll be able to analyze your organization’s sales and marketing materials for effectiveness.

There is a significant correlation between the success – or failure – of marketing material and how well the information in it is presented and organized. So pull out a flyer or advertisement or product information sheet and follow along as we review the basics of page layout.

There are four basic elements that are the building blocks of page design:
• The headline establishes the purpose of the page;
• The copy provides the facts, features and benefits;
• A visual element like a photograph or graphic illustrates the copy;
• The signature contains the company’s name, logo, and contact information.

To make the elements work effectively, they must be organized to consider hierarchy—the ranking of elements on the page by importance – and reader eye flow, a description of how the reader’s eye moves around on the page.

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