Tag: Visual Media

Categories
Reverse Engineer Post Visual Media

Nike Ad Campaign

This is an Ad campaign one by Nike. It was in support of what Colin Kaepernick did to protest police brutality and racial injustice. He did this by taking a knee during the national anthem at a football game. (I absolutely do not support his actions in this. I chose this advertisement for design purposes only. I found this ad on this website: https://www.businessinsider.com/25-nike-ads-that-shaped-the-brands-history-2013-8#colin-kaepernick-and-just-do-it-2018-26.

Alignment

The advertisement is all aligned in the center. The text in the middle is aligned with his face and is centered vertically and horizontally. The nike symbol and the “Just do it.” at the bottom are aligned in the bottom center as well.

Contrast

The type is white which is contrasted with the black. The colors are contrasting as well with the white and black.

Repetition

Repetition is used in the typography. The same typography is repeated in all three sentences. The lighting in his eyes are repeated as well.

Proximity

The proximity of the first two sentences show that they are supposed to be read together. Having the three sentences over his face show that it is supposed to represent Colin Kaepernick.

Color

By using black and white, it gives the advertisement contrast. It is a dark photo and leads the eyes to the white in the ad. So first the eyes capture your attention, and then the next two sentences, and then the last one, “Just do it”.

Typography

The same typography is used in all three sentences. It is an Oldstyle font.

New Ad

This is a photo I took of my husband in my studio. I copied over the Nike symbol from the original Nike advertisement.

Alignment

All design principles are the same as the ones in the original advertisement. For alignment, the typography was centered in the middle of the photo. The advertisement is all aligned in the center. The text in the middle is aligned with his face and is centered vertically and horizontally. The nike symbol and the “Just do it.” at the bottom are aligned in the bottom center as well.

Contrast

The type is white which is contrasted with the black. The colors are contrasting as well with the white and black.

Proximity

The proximity of the first two sentences show that they are supposed to be read together. Having the three sentences over his face show that it is supposed to represent the person in the photo.

Repetition

Repetition is used in the typography. The same typography is repeated in all three sentences. The lighting in his eyes are repeated as well.

Color

By using black and white, it gives the advertisement contrast. It is a dark photo and leads the eyes to the white in the ad. So first the eyes capture your attention, and then the next two sentences, and then the last one, “Just do it”.

Typography

The same typography is repeated in all three sentences. It is an Oldstyle font. I used Bodoni 72 Oldstyle font.

Conclusion

The two advertisements definitely send the same message. The one I made could easily go with their ad campaign. It would be even better if they took tons of portraits just like this with all different types of people to get their message across even better.

Categories
Visual Media

Coca Cola Ad

The purpose of this reverse engineer post is to show the use of contrast, repetition, alignment, proximity, and color in a design. This is an advertisement photo for Coca Cola’s, “Open Happiness” campaign. I wasn’t able to find this photo on Coke’s website, but I found this photo on the following website: https://www.crazyegg.com/blog/7-paths-persuasion/ .

Joe Tripodi was the chief marketing and commercial leadership officer over this campaign. Tripodi said “Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life’s simple pleasures. This new campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it.”

Contrast

This whole photo is a great example of contrast. the white on a red background just captures the eye and really brings out the message of this photo.

Repetition

Each repeated circle is an example of repetition. According to the book The Non-Designer’s Design Book: Fourth Edition by Robin Williams, “A repetition of visual elements throughout the design unifies and strengthens a piece by tying together otherwise separate parts.” The name brand Coca Cola is also an example of repetition. It is repeated frequently throughout the design.

Alignment

The type in this photo is aligned to the right. The periods at the end of “happiness” and “coca-cola” are aligned with the barcode. the word happiness is aligned with the top of the girl’s head. The hashtag at the beginning of open happiness is aligned with the coca cola circle above it.

Proximity

The book The Non-Designer’s Design Book says ” The Principle of Proximity states: Group related items together… physical closeness implies a relationship.” Because of the closeness of the two people, you can tell that they are a couple. With happiness and coca-cola so close toether, you can assume that they are saying coca-cola brings happiness. If they were separate, it wouldn’t mean the same thing. Also, having #openhappiness close to the logo Coca-Cola makes you assume that when you open a Coke, then you open happiness.

Color

The two strong colors in this ad are the white and red. I have noticed that this is consistent in almost all Coke ads. In this ad they ad both models wear white, and also had the typeface white. The white also shows of both of their smiles which goes with the theme “open happiness”. The red in this ad is very consistent as well. The whole background is red and both models have red on their shirts. The girl even has red fingernails which brings your eyes to her hand which is holding the Coke.

Conclusion

Contrast, repetition, proximity, and alignment are key elements in a good design. Color is a great way to use as a contrast or repetition in a design. This Coke advertisement is a great example of a well-done design.