A perfect vehicle to help you write stronger headlines using the author's A-B-C formula; write about benefits, not features; prepare layouts--for everything from newsprint pages to billboards; write for the special needs of broadcast and interactive media and more. Whether you're just getting started or sharpening your skills, this is a vital tool for anyone who's in the business of creative communication.

Idea Index kick-started a revolution in graphic design books, unique in size, feel—and most important—wealth of ideas. Layout Index is the next step, a compendium of layout idea-generators that will help designers explore multiple possibilities for visual treatments each time they turn the page. The visual and textual suggestions are divided into eight major areas, including newsletters, flyers, posters, brochures, advertising, stationery, page layout, and Web pages.

Conceived to give readers the principles and the tools to create successful advertisements in a variety of mediums, this book is a detailed exploration of how visual and verbal elements of design work together to solve a business goal. Effective visual and verbal design solutions are more than just a good idea; they are purposeful, on-target, on-strategy, and recognizable no matter where, or in what form, they appear. Success depends on creative teams’ understanding of ideation, layout, type, color, varied image formats, copywriting, media advantages and limitations, and production procedures for varied media formats. The step-by-step approach of this book goes beyond broad theoretical discussions on copy and design. Instead, the book dissects the creative process into individualized and detailed discussions both creative and non-creative students alike can understand and employ. This book is ideal as a textbook for design courses within programs in advertising, graphic design, integrated marketing communication, strategic marketing, entrepreneurship, business, and mass communication. Accompanying the text are online materials for instructors: lecture slides, a testbank, and an instructor manual. www.routledge.com/9781032183596