Print advertising, within graphic design, extends centuries into the past, and has undergone refinement over time. Typography layout plays a significant role in print advertising. Magazine and newspaper advertisers engage in various strategies to captivate readers, and one notable figure in the advertising realm, David Ogilvy, has contributed significantly to this evolution. Known as the 'Father of Advertising,' Ogilvy founded Ogilvy & Mather and introduced the 'Ogilvy Formula' to transform print advertising into a scientific endeavor. Ogilvy's principles, conceived over 60 years ago, influence contemporary advertising. He advocated for an informed, research-based approach, challenging the condescending tone prevalent in advertising of his time.
The Ogilvy Formula creates a blueprint for crafting print advertisements, prioritizing five key elements: visual, caption, headline, copy, and signature. His Formula is a significant contribution to a standardized typographic layout of the time. Ogilvy's research indicated that the visual component holds predominant emphasis, guiding the viewer's attention. The recommended layout involves a dominant image covering about three-quarters of the page, a concise caption, a bold headline, an editorial-style copy of approximately 240 words, and a signature with company details.
While Ogilvy Formula ads may appear dated, their enduring relevance lies in Ogilvy's foundational principles rooted in market research and human psychology. Despite changes in audience behavior, the significance of impactful visuals and typography in modern print advertising remains consistent. The diminished use of lengthy copy reflects the evolving nature of content consumption, influenced by shortened attention spans and a digital era vastly different from 1949.
While modern print advertisements may stray from the rigid structure of the Ogilvy Formula, its fundamental concepts remain relevant, adjusted to meet the challenges of today's advertising world. As an agency keenly aware of these nuances, PMG's design studio excels at crafting engaging print campaigns embody Ogilvy's legacy in a contemporary setting.
