: "Change this design to a quarter page, from a half" - page layout reduction but keep content Hopefully won't be too vague a question or specific, but understand that it might be. I rarely

@Cofer715

I think you have your answer: you might need to reduce the amount of information.

What I would do first however, is try and work it all in. Once you have it all in and in the new format, it is time to decide if you have enough white space and if your text is legible. Also time to decide if the important parts are emphasized suitably.

The most straightforward way of moving a portrait to a landscape format is to split the page in half and move the bottom half to the right side. Then scale it down: but not necessarily a straight percentage across the board. If you have 12pt type set in 14pt lines, you can try 10/12. Reduce any margins or gaps by 25% (arbitrary). Reduce images by 10%.

Stuff it all in, then decide if you need to remove content. And then before removing content, look to rephrasing and redundancy reduction first.

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@Speyer780

Yes, it is a complete redesign. It would be a complete redesign if you were keeping the dimensions and just turning it 90 degrees.

My usual quick-and-dirty way just to see what needs to happen for all the info to fit: I make a single item out of the ad (in your case, you're working from a PDF, so save it as a JPG; if it was an original in InDesign/Quark, I would group everything) and then squash and stretch (50% high, 200% wide, or whatever) until it fits into the new hole.

This is not going to be your actual design, of course, but you will now be able to see how small the text will be and how the relationships between the items are affected.

You can also show this to your boss before embarking on the task. S/he might not realize what was involved in the order given.

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