Emmanuel, it's really about standing out from the crowd--being different enough to attract attention. What you say about color out-performing black-and-white can be turned around if yours is the black-and-white (or mostly black-and-white) ad in a publication full of color. A number of advertisers have used this kind of difference to their advantage, particularly in women's fashions. The choice of portrait versus landscape orientation depends on your visual element and what I call the "reader on the page" factor. That is to say, I have often run two half-pages side-by-side across a spread in lieu of a full page, particularly when the rate penalty for this is small. That is because two half-pages mean that there will be readers on the page who are looking at editorial content. This is a captive audience and they cannot help but notice your ad, whereas a standard full page is easy to just flip out of the way.

Hello Gregory, Thanks for your contribution. I really appreciate it. I think its all about that standing out strategy - a creative decision made by the art directors to imagine how best to place their advertisements. With the advancement in media/digital technology, oreintation might no longer be an important factor.

Hello Alexander, Thanks for your reply as well. Indeed, Gregory has offered an expert advice, I had to upvote the answer.

I acknowlwdge the importance of using the appeal and effectiveness terms appopriately. To the best of my knowledge, The advertisers make effort towards an creating an effective advertisement and I think the creative decisons (eg Black or coloured image, oreintation or advert sizes) aids this process of effectiveness.

So I think consumer will notice an advert that stands out, they find it appealing and take action, so the advert can be considered effective.

I will like your thoughts on this.

Information placement and color usage plays an important role. To give a more specific answer to your question, I would say a  design in landscape format creates more space for use of words, color and image distinctively if well managed. Hence it gives you the opportunity to provide detailed information. A portrait format limits your use of words and color as your inability to manage the limited space it provides will mare the message such an ad intend to project.

When creating a design on a portrait format, it is more attractive to use fewer words and Image and your use of color should also be outstanding. Create a reference on such a design where your audience can access detailed information. 

Hello Adukwu,

Interesting to see your perspective on this question. I have never thought that an advert orientation affects the NUMBER of words. Irrespective of theoreintation, the area is still the same. I know the oreintation can affect the placement of the image and arrangement of words (typography) but may be not necesarily the number of words. I will appreciate a link to your example.

The common practice of individuals flipping the screen of their smartphones and electronic devices from the portrait mode to landscape mode for more convenient and detailed viewing is one example. Just as you have all said, the choice of the creative designer to make creative decisions on color, orientation, sizes putting display outlets in consideration plays a vital role. My view is only concerned with BOLDNESS of messages. We reduce the size of our fonts (if not totally cutting off some words) most times in replicating an exact design we create with landscape orientation on portrait orientation. I am attaching few images for your view and judgement. 

Emmanuel,

To date you have been given some excellent advice, and I simply want to add a small but key ingredient to the mix. Color  as it relates to marketing has and will continue to be a driver of advertising; and I might add, also the targeted audience. Since different  colors attract different people which offers you the greatest opportunity of becoming your customers? Research will help determine that. All the best. HSNOW

Thank you Hugh for sharing your thoughts. Yeah, I have received some excellent advice which I appreciate. Seems the main point is having an advert that is distinct and can be easily recognized.

Guess I need to highlight the points raised by Adukwu Samuel Atadoga, Thank you for your thoughts and I hope you can see my attached images to understand my concert about how the orientation of the advert (landscape and orientation) affects the effectiveness of an advert.

In the attached files, the advertisements are of same design, same image and number of words but in different orientation. The question therefore is which of the advertisement will be considered more attractive, based solely on its orientation - landscape or portrait?

It should be noted however that with smartphones and tablet, the orientation of the advertisement may no longer make a difference, so images, colours and words on the advertisement may therefore get more focus.

I came into this discussion a little late but have found it very interesting and informative. My interest lies in the cognitive perspective of advertising. Orientation was found by Wolfe & Horowitz (2004) to undoubtedly influence effective visual searches, which you need to grab your viewers attention. It does appear though that target eccentricity is a much more important factor when considering the effectiveness of your campaign. If your intended message on a billboard, for example, is close to distractors but not too crowded it will be easier to notice (meaning less effort and less chances of being missed). 

Adukwu Adatoga, you raised a very valid point regarding how information s automatically cut out and size is reduced with changing orientation. I have experienced this when looking at videos and some pictures I receive. When I do not rotate my screen through, I find myself leaning toward one part of the screen, possibly searching for the most distinct target. I guess what I am saying here is distinctiveness makes a much bigger difference.

I hope this helps.

I am still looking into other ways in which cognitive Psychology can be applied in Advertising and would appreciate input that leans in that perspective as well.

Emmanuel Mogaji Hi Emmanuel, I wonder if you have found out any literature investigated in this regard? I have been checking on google scholar but most of the papers talks about portrait and landscape orientation are specific to mobile devises instead of ads or printed documents.

Joanne Yu Unfortunately I have not and I think the interest is dwindling because of the perception that newspaper/print advert is going out of fashion. I still beleieve an emorial insight is needed to put a closeure to the debate.

Emmanuel Mogaji Got it! Thanks for the update!