Why the ad works

Today we will be going over what components of an ad makes it effective. By using principles of color, design, and typography, companies can make effective ads that communicate a message to their costumers. In fact, using the same principles used in the original ad, we can actually make a similar ad. For today’s example, I will be using one of Nike’s ad. First we will go over the principles behind the design, then I will show the similar ad I created and explain what makes the similar ad as effective as the original.

This was obtained from the following website: https://admin.web.shape.com/celebrities/news/nikes-ad-oscars-serena-williams- women-getting-called-crazy

Colors make the design pop

Because of the plain background, the subject in the photo stands out. The color helps to add to the overall contrast in the design, drawing the focus to the text and subject in the middle.

Typography is simple yet powerful

For this ad, they used a simple serif font to communicate their message. The serif font contrasts nicely with the simple swoop design for their logo. They repeated the same font for the slogan “Just do it” at the bottom. Although the text is simple, the short phrases they use are powerful and carry the weight of the message.

Overall design principles tie the design together to make a cohesive whole

In the above sections we discussed how the design used color to contrast and emphasize the subject and how they used repeating elements in typography. By using repeating elements, the design has a more cohesive feel. The middle alignment also draws the eyes to the center message. The proximity of the text to the subject also associates the message with the individual in the photo.

Using color to make it stand out

In my copy design, I used a similar tactic to make the bar in the photo stand out. The black background contrasts with the lighter colors of the hands and the bars to draw the eyes to the subject.

Using typography to add cohesion

For my design, I used a similar serif font to the original add. I used repetition in the font for both phrases to add a more cohesive feel to the ad. The text is simple, yet powerful.

Using design principles to tie it together

The colors of the text and the subject contrast and stand out clearly from the background. The repeating font in the typography adds to the cohesive feel. Everything is similarly middle aligned like the original add. Proximity and alignment were used to associate the phrase “Be the one that doesn’t let go.” with the hands and the bar.

Wrapping it up

By understanding elements of typography, design, and color, we can make ads just as effective as big name brands like Nike. Even simple designs can communicate powerful messages.

Why the magazine spread works

Today we will be looking at different elements used to make a successful and appealing magazine spread. For my example, I will be using the spread below.

This magazine spread can be found at: https://esthergloria.com/portfolio-item/gale-magazine-spread/

Various typefaces

Effective magazine spreads tend to use at least two contrasting typefaces. This particular spread uses three different typefaces. The first font is a script font. The second type is a sans serif. The third is modern. Using a combination of of typefaces helps to add differentiation to the design and make it more appealing.

What makes them different?

The script font used for “Gale” is supposed to replicate more of a handwritten style of lettering. Beneath the script is the modern style. If we look at the “B” in the beginning of the text, we see dramatic thick and thin lines. Likewise, if we look at the letter “T” we see very thin serifs, and the serifs in the design tend to be horizontal. The last type is sans serif. Looking at the “F” in the design, we see there is no thick to thin transitions as well as no serifs. These are a few of the things that make these fonts contrast from each other.

Rule of thirds

One reason the photography included in the picture is effective is due to the rule of thirds. The rule of third is a grid that divides the picture into thirds both vertically and horizontally. Pictures use the rule of thirds by lining up different elements of the photo to the grid.

Photo examples

By understanding the rule of thirds, we can create photos using the same principle that would also work for this magazine spread. Below are three examples.

While I did not have similar lighting to the original photo, I mimicked certain elements by using the rule of thirds, the ocean, the beach, and the sky in my images.

Conclusion

Overall, magazine spreads can be made more effective by using simple things like contrasting typefaces (generally two) and photography principles like the rule of thirds. It can be that simple!

Why the advertisement works

We see advertisements almost everyday as we interact with the world, but have you ever stopped to wonder why an advertisement may be effective? Besides things like humor, emotion, or personal interest, what about an advertisement layout makes it more appealing to the eye?

In this post I will go over some basic layout principles that make advertising more effective. For my example, I will be using an advertisement by Secret featuring Camilla Mendes. The ad is featured in both the April 2020 edition of Cosmopolitan as well as the March 2020 edition of InStyle.

This ad can also be found digitally at: http://celebrityendorsementads.com/celebrity-endorsements/celebrities/camila-mendes/

There are five basic principles that make this ad more appealing and effective. By drawing-over, I will outline how alignment, proximity, contrast, repetition, and color are used in the creation of this ad.

Alignment connects the elements and creates a professional look

By using alignment, the advertisement has a more clean and connected look. It looks more professional than if the text was scattered across the page.

Proximity shows the relationship between the text

Each portion of text is closer to what it belongs with. The phrases that are less related have a greater space between them. We can see how “FIERCE + FEMININE.” and “NO SWEAT.” have a stronger relationship than “NO SWEAT.” and the introduction below it.

Contrast draws the viewers eyes to certain places first and adds to the differentiation

By using different font sizes and using all-caps in the beginning, the readers eye can be drawn to different elements. The first phrase “FIERCE + FEMININE. NO SWEAT.” draws attention first because it is the largest and in all-caps. The different sizes of text also helps add to proximity in differentiating which parts of the text belong together.

Repetition creates a stronger and more unified look

If we look at the colors used in this advertisement, we can see repetition in the use of black and blue. The black in Camilla’s dress ties into the black on the box of the deodorant, the lighter blue on the front of the deodorant is similar to the blue used for the background color, and the darker blue of the text resembles the darker blue of the box and the deodorant. These repeating elements unify the design.

Color scheme compliments the other principles and creates a cohesive end product

In this advertisement they use more of an analogous color scheme and differentiate it using various shades and tints. The use of color adds to repetition, contrast, and cohesiveness.

WRAPPING It all up

These are simple and basic principles to what makes an advertisement more appealing to the eye. It is often difficult to isolate each individual principle because they often work together and compliment each other, but by understanding principles like alignment, proximity, contrast, repetition, and color, we can understand more about what makes specific advertisements more effective and attractive.