Introduction advertising unit Structure

3. Gaze Motion :
It is the direction of movements of the reader‟s 
eye. The element of advertisement should be placed in such a 
manner that there is an easy flow in the movement of eyes of the 
reader. An illustration showing a person walking in a particular 
direction on will cause the render to look in that direction. 

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4. Structural Motion :
A good layout should. Utilize lines, arrows, 
signs which will indicate or point out to the important elements of 
the advertisement. 
5. Proportion :
It involves appropriate division of the space 
between the various elements like the headline, illustration, 
subheads, copy etc. In a headline oriented advertisement, headline 
should be given major space and in an illustration oriented 
advertisement, illustration will dominate the space. 
6. Whide Space :
Whide space is the area not occupied by copy. 
Effective use of whide space helps to establish a sense of 
proportion. Whide space helps in reducing a crowdy appearance 
and brings prestige and luxury in an advertisement. 
7. Unity :
There should be unity between the elements i.e. there 
should be proper correlation between the headline and copy or 
illustration and copy. Unity is also achieved when the elements 
appears as component part or a single unit. 
8. Clarity :
It implies that the various elements should be arranged 
in such a manner that the message is understood clearly. The 
layout should not be too complicated and tricky but must be easy to 
read and understand. The type, size, design should be selected for 
easy reading. 
9. Simplicity :
It implies that too many elements in an 
advertisement should be avoided. Those elements. Which can be 
dropped without destroying the message should be dropped. The 
simplier the Layout, the clearer the message. 
10. Emphasis :
It implies that the important elements should be 
given much emphasis. Emphasis must be brought about by placing 
the most important feature at or near the optical centre. There 
should be emphasis on the various selling points and the purpose 
of advertising depending upon the requirements. Layout should 
emphasis on education, information and persuasion.