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Before Page Design by John McWade

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Advertising

Getting the balance just right is easier than you might think.

How to lay out a good advertisement

A foundation of page space roughly divided into three-fourths picture, one-fourth other material—mostly text—is the most successful format in advertising. Check out any publication that carries advertising, and you’ll quickly see that this is true. Among its strengths, it encourages the designer to build a story by arranging elements in a linear sequence—picture, then headline, then text, then logo.

In the airy world of artistic expression—that savannah of beautiful trademarks, elegant brochures and soaring ideals—commercial advertising swings a brick bat. Here is the big league. Hardball. The maker and mover of financial titans.

How ...

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