Creating an Ad

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For this project we were asked to use a project generator which randomly came up with different household items to create ads for along with all the data we needed to know about our audience. I was the lucky winner of sheets! My audience is both male and female, between the ages 55-64 they graduated from high school and have incomes in the range of $60,000-$89,000. They are currently in a relationship and my ads need to be ready to be viewed on social media and blogs.

When I first received all this information I wasn’t sure what to do with it. Why did I need all these details and how should it influence what I decide to do? Well, the more I thought about it the more ideas I had on how to relate to this audience. The age range is just a little younger than my parents. So, I started to think about what their lives are like right now. They are still working so there is stress in their lives. Their children are older teenagers or they’ve already left their house. These two things mean that they have a little more money to perhaps splurge on a purchase like nice sheets. They probably have decent technology skills and so the ad needs to be eye catching to stand out from all of the other ads on social media.

As I thought about their lives I began to think about what could represent stress? My first thought was work, which lead me to think about a city and I thought it would be cool if the sheet could make that city or the “stress” disappear. Finding images to use for my idea was a whole other issue. I spent days looking through public domain photography website and creative commons websites. I finally found the photos that captured my ideas on unsplash.com. I think it’s really cool that these photographers offer their work up for use for free.

Now that I had photographs that I could use I had to import them into Photoshop and begin to manipulate them. I haven’t decided if I love or hate Photoshop…it seems harder to use than some of the other Adobe programs. I am a newbie at it and as I struggle with it I’m starting to appreciate some of what it can do. I used the picture of the girl and the sheet to make a mask to go over the city scape. I had to do some touch ups to make the sheet look better and to arrange where I wanted the city to sit in the combined photograph. I needed it to cover most of the city but allow enough of the city to show that it looked like the city was being covered.

I chose two different fonts to use, Monotype Cursive and Franklin Gothic Book. The monotype cursive font has nice contrast against the sans serif of the franklin gothic. I picked colors for the font from the photograph of the city and made sure there was contrast between the colors and the background. Even the logo color came from the photograph to add repetition of colors through the ad and to draw eyes to the logo.  I was also careful with the proximity between the words and that they had good alignment with each other.

In conclusion, I feel like this ended up as a simple yet, sophisticated ad. The colors of the blurred headlights bring your eyes into the photograph and the sheet covering the city creates adds interest. Hopefully, this would catch my audiences eye and make them wonder what it is all about. This was a fun project and challenging in both topic and software.

By Yoann Boyer
By Joey Kyber

Ty•pog•ra•phy

Black and white poster with the quote, "Genius is one percent inspiration and ninety-nine percent perspiration. ~Thomas Edison"
Created by Ben Fearnley

Orignal Poster

I chose this quote poster because I wanted to focus solely on typography. This caught my eye because of the way he uses the fonts to create interest and the lines that catch attention. It is also easy to read, he uses multiple types of fonts which adds contrast without creating issues with the fluency of reading.

Types of Fonts

 I loved that he used different font families because they do not clash or create reading issues.

The red dots are by words that are written in an Oldstyle font.  They are identified by their slanted serifs, thick to thin transitions, and curved bracketing. He also included an italicized “is” for us to examine, it is italicized because of the slant of the letters.

The blue highlights all those that are Sans Serifs. They are identified by the lack of serifs, no thick to thin transitions which creates no stress because there is no thick/thin within the letters.

The green signals the family of Decorative fonts that also seem to be related to the sans serifs. These fonts are easy to identify because it often feels like someone is playing with the letters and having a blast doing so. The ones used in this quote do keep qualities of sans serifs while making them playful.

And finally, the purple is the lone wolf Slab Serif. This font is identified by the horizontal thick slabs and vertical stress of the word, there is also very little thick to thin transitions.

All these fonts used together give this quote a playful feel while also feeling well designed.

Varying Sizes of Type

 Through this quote he uses the size to separate the phrases while creating a visual flow throughout the quote. He uses the contrasts of black and white to add emphasis to the smaller words. Even though the “is” is small it still has weight and matters because of the strong contrast that it has in the poster.

WEIGHT of Type

Throughout this quote he uses the principle of weight. We know that the whole quote is based about design because it is large and bold, this signifies its importance. The black shadowing on the word inspiration gains our attention because it is a different weight than what is around it. While the bold, thick lines around percent also grab attention and all these work together to pull our eyes down through the quote making us read it.

highlighting the direction of type

Direction of Type

The alignment of the lines and text create the illusion of a rectangular box around the quote. He mixes centered text with text that is justified to the edges of the lines. I liked that he kept all the words going in the same direction as the repetition of the lines and words flowing the same direction brings strength to his piece.

Conclusion

In conclusion this simple black and white quote has contrast through the use of color, font type, sizes, and use of lines. It has repetition in the fonts and lines, which creates the feeling of cohesiveness. The alignment has been set with purpose with the use of both centered and justified text. The lines in the quote help to solidify the proximity of the words gathered between each set of lines. This helps us to understand how these ideas interact with each other. Using these simple design principles helps to bring meaning to a quote in a quick and efficient way. As much as I like this poster, I think I would have created more emphasis on the second part of the quote because ninety-nine percent is much greater than one percent.