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Layouts are successful when the format works in harmony with the image
A good layout is not the same as a pretty layout. It must show the reader what to choose, where to look and what to do next. That is why the format is just as important as the image itself.
A single work may have several images
If the format changes, so does the layout. An invitation, menu, label or advert cannot simply be the same design scaled to a different size.
A small mock-up highlights the errors
Minor errors in print become very noticeable: text that is too small, poor contrast or uneven edges. The image on screen may differ from the printed result.
An advert needs one strong idea
A short advert needs a single hook. When there are too many ideas in a single shot, people don’t have time to grasp any of them.