Applications

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Advertising formats

Lesson 10 of 12 in Applications.

Ad Design 101: The 8 Types of Ad Design · Superside
Lesson

Advertising formats are bought in fixed sizes and durations, and the design has to be made for each rather than adapted to it. A 48-sheet on a dual carriageway and a six-sheet at a bus stop are different jobs with different reading times.

the systemshopfrontall of itphonethe mark alonea vanreadable at speeda formalmost nonedesign the smallest one first and the rest survive
One system reaching a shopfront, a phone, a van and a form, each needing a different amount of it.
A doodle of a wide billboard of a cyclist, the same artwork shrunk onto a bus-stop poster where everything is tiny, and a redrawn bus-stop poster with a close crop of the cyclist.
A roadside billboard shrunk onto a bus-stop poster turns its message into specks. Redrawn for the smaller format, the same idea reads at a glance.
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  1. Question 1, locked

    A campaign idea needs testing before any finished artwork exists. Which formats should it be made for first?

    • The double-page spread and the 48-sheet, because they show the idea at full strength
    • The mobile banner and the six-second pre-roll, because an idea that survives those will survive anywhere
    • Whichever sizes the media plan has bought the most of this quarter
    • The television spot, because it carries sound and motion and sets the tone for everything else
  2. Question 2, locked

    Which of these words means this? “The fixed size and duration a medium sells. Not negotiable by the designer.”

    • Environmental graphics
    • Format
    • Substrate
    • Screen print on fabric
  3. Question 3, locked

    Which of these words means this? “A standard poster size, met at close range on a street.”

    • Six-sheet
    • Layout set
    • Format
    • Transactional email

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