Elements of an Effective Layout

I believe the analytical tool seems to be elements: balance, proportion, movement, utility, clarity and emphasis are key components of a strong layout.

My ad that I chose is a Harley Davidson ad that shows a bunch of parts needed to assemble a motorcycle in the pattern of a face. The advertisement is telling the consumer to build their own motorcycle that most resembles them. It is giving the owner a chance to put there own creative touch, as well as personality aspects on the motorcycle.

When first looking at the ad, the reader may just see all the various parts laying on a page. As they look closer, it is easy for them to see it makes a human face. The neck of the assembled face leads down to a bike that is completed. The balance then makes sense to the onlooker.

Along with balance, the main aspects from "Elements of an Effective Layout" is the emphasis. The are emphasizing that no bike is the same. Unlike cars, which are mostly custom, Harley Davidson wants the consumer to be able to customize their bike. They want the person to feel like they are the only individual that has the exact bike they have.

All the elements seem to make sense to me. They can all be used very strongly within an ad or they can be limited depending on which message they are trying to send. Simplicity is probably the most important so you don't confuse the consumer. I don't think this ruins advertising. Advertising is an attempt to sell a product, no matter what that may be. It is up to the consumer to understand this and make an intelligent decision amongst themselves.