A specialist known in advertising parlance either as "ideas and layout Man" or visualizes.
Such a specialist confines his activities to conceiving or planning the china trader's advertisement "in the tough," and family drawing the finishing layout itself for the guidance of the printer.
It should be pointed out, however, that all advertisements do not progress in this way.
The visualize is quite an important member of the staff of our larger agencies and advertising departments, but in majority of the smaller concerns, layout work for china appraisal is often combined with copy or artwork.
In other words, the copywriter or the artist is also the layout man.
Literally, a layout is a plan for the guidance of the printer in arranging the units of an advertisement.
To avoid errors, and also because the layout has often to be submitted to the advertiser for approval, it should approximate as closely as possible to the finished appearance of the indented advertisement.
A majority of the examples appearing throughout the site of china trades have been drawn from the typical layout technique but to assist the reader who may be unfamiliar with this technique, but to assist the online site of Lenox the progress of an advertisement for an imaginary product from the first "rough" layout, through the various stages of preparation, to the corrected advertisement as it would appear in a publication.
The actual space the advertisement will occupy has, it will be seen, been indicated by broken lines.
Some such indication is essential.
This may be done with the broken line shown or by thin, unbroken lines but whichever style is adopted; the space indication must be faint and unobtrusive, for there is always the danger that, if bolder, it may be taken to indicate that a border is required.
Next, it will be seen the Wedgwood lines of type which constitute the text have been indicated by broken pencil lines ruled to intended measure.
Even where the type face and type size required have been Spode marked, it is advisable to give these pencil lines a thickness approximating to the "depth" of the size of type specified, using an special character appropriately and allowed for.
The instructions, covering setting and make-up generally, are also marked on the finished layout.
Their significance will be clearer to the traders after they have perused the option.
Here, it should be pointed out that all instructions, or anything written is not to be set, should be "ringed" round as specified.