Ad Campaign

Picture of woman doing yoga in the glow of the morning sun
Original Gaia-ad
New Ad

Creating a Campaign

The first step to this assignment was to find an ad to which I could create a complimentary new ad to and it needed to be appropriate to BYUI standards. I had no idea how hard it would be to find an ad. It took me several days of searching and truthfully, I felt icky after looking at ads. The large majority of ads have suggestive or blatantly sexual suggestions in them.

The light in the original ad is what caught my attention. It is so warm and inviting, which is what will attract an audience who is already doing yoga and looking for new classes to attend.  It also highlights the models face and she looks very peaceful. When searching for a stock photo to use for the new ad I kept these attributes in mind. I wanted to find a photograph that had lots of light with the model doing yoga indoors. She also needed to look peaceful and be dressed modestly. Again, I had no idea how hard these attributes would be to find so that I could attract the proper audience. I was stuck for a long time because I was looking for a picture that would match everything, exactly like the original. Finally, I realized that it didn’t need to be exact but it did need to convey the same feeling. When I found this picture it was a relief because it was exactly what I needed. I love how the cooler colors in the new ad are opposite from the original which adds contrast to the campaign.

When I began to add text to the picture in Adobe Illustrated I tried to stay within the original ads color scheme. This was an utter frustration! The colors just did not contrast with my picture and I could not get them to be readable. I also tried to keep the main wording lower on the picture which resulted with the wording being across the models chest. Oh, was I frustrated! It didn’t look right and I thought about changing my whole concept. All my frustration changed with a critique from my instructor, who encouraged me to branch out – “this ad shouldn’t look exactly like the original”. FREEDOM! I could make a new color scheme to fit my picture and I could rearrange where the text was located. Now I could really start to play and enjoy the project, all I had to do was get out of the box that I had put myself in.

I found a great looking Gaia|Yoga logo that was in beautiful cool colors and used the colors from that logo as my color choices for all of the text for the rest of the assignment. I love how the blue/green and purple compliment and contrast against each other. My favorite detail of the ad is the design work that I put into the windows. This ended up being rather tricky as I had never done something like it before. I also spent time adjusting the light in the picture in Adobe Photoshop, to help create more contrast between the text and the photograph.  I do think working on these details was time well spent because it does create a cohesive look in both of the ads.

After the new ad was created it was time to create slides in Adobe Indesign for the presentation of the campaign. I liked creating the slides and think they turned out beautiful. It was difficult to decide how to design them because I wanted them to be simple but attractive. I decided to stick with the same font colors that I used in the new ad. I think this helps to create a unified look to the slides and the ad. I paid close attention to the alignment and proximity of the text on the slides with the elements like the lines with dots which relayed repetition from the ads. I kept the background of the slides white to ensure that the fonts had contrast and would be easily readable.

In conclusion, both of these ads make me want to go get my mat and practice yoga. They are opposite in colors, one is warm while the other is cool, creating an interesting balance between the two. As I focused on keeping the other elements similar the two ads continue to feel like they are part of the same ad family.

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.

Why does this poster look good?

Original Poster

I found this poster on the behance website and it instantly caught my attention. Through this post I will explain why I feel like it is a good example of the design principles that we have been studying.

Poster displaying information comparing men's salaries to women's salaries in a variety of countries.
Poster designed by ~ Li Zhang

Alignment

The sharp line that goes down this poster helps to create a visual connection between the writing at the top of the page and throughout the graphs. This one element makes the poster look seamless and I know it took a conscious effort on the designers part.

Color

She picks two typical colors for boys (blue) and girls (pink). However, she switches things up by choosing non-typical shades of pink and blue that have good contrast towards each other. To create more interest she introduces tints throughout the pinks in the round graph and tints both the pink and blue on the smaller bar graph. These colors all work well on the grey background, which helps the colors pop and grab your attention.

Contrast

The contrast that caught my eye was the in the way that she displayed the graphs. Having a smaller graph connected to a larger graph that is exploding off the other one is unusual. This made me want to stop and study the poster in greater detail.

Proximity

She did a great job of keeping alike information together through grouping information together. She also uses fonts to help separate the different groups of information, for example, the title and the paragraphs of more detailed information.

Repetition

The repetition in this poster that caught my attention is the way that the white dots help to connect the data. Also all of the white text helps me to know that everything that is white is dealing with explaining, clarifying, or connecting data.

Conclusion

This poster caught my attention because it displayed potentially mundane information in a way that made it appealing. She took graphs that we are used to seeing, and turned them into art. She paid attention to details and worked hard to make sure the information that was displayed was understandable and beautiful. It proved to me that even basic information that has the potential to be mundane and boring, can be made into something intriguing and different.