on the edge or in the corner of an ad tend to balance heavier elements
that are placed near the center. An ad can also achieve balance by
using two light elements with a single heavy element or by using a
dark but small element above the center to offset a larger, lighter ele-
ment placed below the center.
Regardless of how the balance is achieved, it’s important to know
that a balanced layout is not a mathematically centered one. More
crucial than the geometric center is the optical center, which is
slightly above and just to the left of the geometric one. This is the
most noticed position in an ad, and it divides the layout into bal-
anced segments.
This balancing act can create either a formal or informal feel,
depending on the placement of the elements and the needs and style
of the advertiser. A formal layout uses space on either side of the opti-
cal center in the same manner. In other words, similarly sized and
weighted elements are positioned at equal distances from the optical
center. As its name implies, a formal layout works well for a business
that wants to portray a conservative, dignified and stable image.
Though not particularly interesting to look at, the formal layout is
easy to design.
Conversely, an informal layout uses different weighted elements to
balance each other, one being placed farther from the optical center
than the other. Informal layouts tend to work well for a business with
a youthful, creative trendsetting image.
ADVERTISING^385
© Sidney Harris. Reprinted by permission of S. Harris.
OutTake
Self-Promotion
Starting in the late ’60s, local
TV newscasts became profitable
and stations began competing
fiercely for audience shares.
In advertising the newscasts,
some stations emphasized
nonjournalistic elements:- KGO in San Francisco ran
full-page newspaper ads that
showed its news staff dressed
as cowboys sitting around a
poker table. “Feel like you’re
getting a bad deal from poker-
faced TV news reporters?”
the ad asked. “Then let the
Channel 7 Gang deal you
in. They’re not afraid to be
friendly.” - KGO’s competition, KRON,
ran full-page ads showing its
newscasters dressed up in
dogs’ heads. The copy: “The
Bay Area’s pet news team
tracking down the news 24
hours a day. Watch the News-
hounds of News-watch 4.”
Source: Reprinted from Steven
Bates, If No News, Send Rumors
(New York: Henry Holt and Co.),
p. 17.