According to Dorothy Cohen’s, it is easy to figure out which ad is appropriate or not. Ads should have a good layout that attracts attention and interest. It really helped "break down" the ad and understand it a little better. She says, the most important aspects of an effective layout are balance, proportion, movement, utility, clarity, and emphasis. Ads should balance well formally that make easy to read, understand, and make judgments based solely on the picture. In my opinion, the most important principles are unity and clarity/simplicity. If the layout of an advertisement is not unified then it does not make any sense. Although many different elements tie into a specific advertisement, they should all use the same basic shapes, color, sizes, textures, and mood in order to achieve unity. It reflects the company’s products and services. In this visually oriented society, images are the vital part of the business world. Attractive images are far more likely to generate a positive impression. Aside from unity, the clarity and simplicity should also be effective. Too much information make ads crowd and customer are not able to grab the main point what the ads want to tell. Therefore, a cluttered advertisement can defeat the purpose of advertising.
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