Master plan or blueprint of a printed or published work (such as an advertisement, book, magazine, newspaper, or website) that lays out the arrangement of its different graphic elements (such as body copy, colors, headlines, illustrations, scale). It establishes the overall appearance, relative importance, and relationships between the graphic elements to achieve a smooth flow of information (message) and eye movement for maximum effectiveness or impact. Often alternative layouts (called roughs) are prepared to explore different arrangements before the final layout is made for printing or production. (Source: BusinessDirectionary)