Designis the structure itself and the plan behind that structure for the aesthetic and stylistic aspects of a print advertisement.Design represents the effort on the part of creatives to physically arrange all the components of a printed advertisement in such a way that order and beauty are achieved

 Principles of Design

Principles of design govern how a print advertisement should be prepared. The principles of design relate to each element within an advertisement and to the arrangement of and relationship between elements as a whole. Principles of design suggest that the visual aspects of the ad be evaluated for balance, proportion, order, unity, and emphasis:

-  Balance.   

Balancein an ad is an orderliness and compatibility of presentation. Balance can be either formal or informal. Formal balance emphasizes symmetrical presentation and creates a mood of seriousness and directness. Informal balance emphasizes asymmetry. Informal balance is more difficult to manage in that the placement of unusual shapes and sizes must be precisely coordinated.

- Proportion.         

      Proportion has to do with the size and tonal relationships between different elements in an advertisement. Specifically, the width, depth, size, and space between elements in an ad affects proportion.

- Order.       

      Order in an advertisement is also referred to as sequence or, in terms of its effects on the reader, gaze motion. The goal is to lead the reader through the ad in some controlled fashion. Order also can induce a reader to jump from one space in the ad to another, creating a sense of action.

- Unity.      

      Considered the most important of the design principles, unity results in harmony among the diverse components of print ads: headline, subhead, body copy, and illustration. Several design techniques contribute to unity.

        Bordersurrounding an ad keeps the ad elements from spilling over into other ads or into the printed matter next to the ad.

        White spacecan be dramatic and powerful and draw the receivers’ attention to the most critical elements of an ad.

       The axis is a line, real or imagined, that runs through an ad and from which the elements in the advertisement flare out. A single ad may have one, two, or even three axes running vertically and horizontally.

          A three-point layout structure establishes three elements in the ad as dominant forces. The uneven number of prominent elements is critical to creating a gaze motion in the viewer. Parallel layout structure employs art on the right-hand side of the page and repeats the art on the left-hand side.

- Emphasis.                                                                 

      The key to good design is to decide which major component—the headline, subhead, body copy, or illustration—will be emphasized. One needs to be primary, but not the only focus of the ad.

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