In the article “Elements of an Effective Layout,” author Dorothy Cohen uses several analytical tools in order for viewers to understand an advertisement. These elements consist of balance, proportion, movement, utility, clarity and emphasis. I think the most important would be balance and proportion. If I come across an advertisement where the main focus is specifically on one side and the image(s) and text(s) are not proportional with each other, it throws me off. It’s unprofessional like to have an advertisement looking this way. The least important would have to be emphasis. I feel like it just sums up what the other elements together consist of.
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