6.11 Imagery: Image Relationship to Type Size In any advertisement, make the primary focus either a headline or an image. These examples demonstrate a range of emphasis in size and scale between the image and the headline type. In general, when the headline is large, the image should be smaller in scale. When the image is large, the headline is smaller. Note Regardless of the size of the headline type and imagery, the brand architecture components and tagline lock-up follow a standard for correct size and position. Headline and imagery size do not affect their size. Refer to Typography pages 5.06-5.09 for information on correct headline and body copy relationships. Example 1 Example 2 Example 3 Example 4 Headline is primary focus, image is secondary. Equal focus between headline and image. Image is primary focus, headline is secondary. Image is primary focus, headline is secondary. Short Headline GE Transportation GE Transportation GE Transportation GE Transportation Aviation Aviation Aviation Aviation the most The most powerful powerful Lorem ipsum dolor sit amet, powerful consectetuer adipiscing elit. Sed orci sapien, rutrum eget, hendrerit aircraft non, blandit et, massa. Pellen tesque tempor metus sed purus. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed orci Quisque id mauris et urna sapien, rutrum eget, hendrerit non, blandit et, massa. Pellen tesque hendrerit molestie. Cum sociis tempor metus sed purus. Quisque id mauris et urna hendrerit natoque penatibus et magnis dis molestie. Cum sociis natoque penatibus et magnis dis parturient engine, parturient montes, nascetur montes, nascetur ridiculus mus. ridiculus mus. Visit www.ge.com for more details. so far. Visit www.ge.com for more details. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed orci sapien, rutrum eget, hendrerit power non, blandit et, massa. Pellen tesque tempor metus sed purus. Quisque id mauris et urna hendrerit molestie. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed orci ridiculus mus. sapien, rutrum eget, hendrerit non, blandit et, massa. Pellen tesque tempor metus sed purus. Quisque id mauris et urna hendrerit Visit www.ge.com for more details. molestie. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Visit www.ge.com for more details. imagination at work imagination at work imagination at work imagination at work B2B Print Advertising Version 1.0