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Principles of Layout 279
When attention is won, it is the object of the effective advertisement to carry on that attention to the point of interest, and from the interest on to conviction; also to make the conviction so forceful that it will lead to purchase, no matter what the obstacle encountered may be. Of course this is the ideal. Every principle of layout can be traced right to this.
Surrounding Material.
No advertisement can ever be fairly judged as to its attention value until it is seen in relation to surrounding material. What seems to be a striking advertisement will often become very ordinary because of surrounding material. For instance, a striking black and white advertisement on a page where heavy display is the surrounding material will not be so noticeable. Consequently, study the general tone and the general get-up of a page on which your advertisement will appear. For this it is useful to take a piece of white paper the size of your average theatre advertisement and place it on the positions of the page which your advertisement might occupy. Then, with an eye on surrounding material, determine the general tone of your layout, depending upon what the surrounding material is; shape, or border, or white space, or display type will then have their relative value determined.
Shape.
An advertisement is a single unit. As a unit, a point of extreme importance is its shape. The very shape of the theatre advertisement can suggest entertainment. Consequently, avoid the square shape, because it is too stiff and cold. A 5x3 or a 3x5 proportion is preferred — three nines or three twos. Don't argue that a boxy, square advertisement is necessitated by the shape of standard cuts furnished ; these need not be used intact, but can be adapted for different shapes. The shape of the advertisement should be in harmony with the product advertised. This should not be carried to extremes. However, it applies in a way to the theatre advertisement. It is evident that the 3-high by 5 -wide shape is more suitable to the outdoor, the panoramic, the action photoplay. The long, narrow shape is better suited to photoplays with delicate, dainty appeal.
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