Mead Calendar Advertisement

For this post, I am going to explain some of the design choices I made while creating an advertisement for a product.

Demographics

For this assignment, I used a generator that gave me random demographics to tailor my advertisement to. Some of the demographics I had were for women ages 55-64 who were married, with a Bachelors degree, earning 60,000 to 89,000, who primarily view blogs and social media.

I viewed these demographics with the mindset of counting down to a major event. I represented this idea with a picture of an older couple looking free together. Since they had a Bachelors degree, I felt appealing to the principle of organization would be appropriate since most students who earn such a degree understand the importance of organizing important things.

This is my Facebook advertisement with 400×209 pixels

This is my blog advertisement with 300×250 pixels

Color

I wanted to make the picture pop out, so I chose a simple, bright, picture to catch the attention of viewers. The color of the calendar is plain and doesn’t catch the eye, so I chose the picture to contrast the background. All of the main colors are either a variant on gray or blue. This was to create consistency.

Typography

I used the Charter typeface for the body of my advertisement. I chose it because I didn’t want my typeface to be immature and overly gaudy. I felt the simple look captured the simplicity of the message.

Design Choices

I used the transform tool to make the photo look like it was laying on the calendar. I used a mask to reveal the 20 from underneath the photo to make it feel like it is still part of the calendar. I chose to have a picture of the calendar with a close and an angled view because all of the lines focus on the picture. Although the picture is of the couple, I centered the woman more since that was my audience.

I also lined up the three pieces of body copy on the left to improve the alignment.

Conclusion

Through this assignment, I learned about different skills that I could use with Photoshop, and I also learned some of the perspectives that must be considered to create a creative advertisement. Especially for people who are in a different demographic than me. I found it interesting that I could merge pictures through Photoshop.

Found on Flicker.com

 

Picture was taken by Seth Daybell

 

Controlling Our Focus (or Along Those Lines)

This is another reverse-engineering post. This time I am going to be going over the rule of thirds, leading lines, and depth of field in photography. I have some examples from different photographers, and then I have some of my own pictures illustrating the same principles.

The Rule of Thirds

Picture by Shutterstock

The rule of thirds is used to line up subjects in an image to make them more aesthetically pleasing. Imagine a grid that splits the image into nine boxes. At the corners of those boxes is the prime place to line up subjects in a picture. Having lines in the picture (such as the horizon) line up with the edges of the boxes also is pleasing to the eye.

We can see in this picture how the Eiffel tower not only lines up vertically but horizontally as well along the bottom. This makes the image pleasing to look at. The trees and other buildings are located in the bottom third of the picture, which is also nice.

This is a picture I took in my backyard of our chickens. The picture looks nice, but there is a reason.

You’ll notice that both the chicken in the front and the chicken in the upper right are lined up using the rule of thirds. All of the other chickens are also in the top third of the picture. This organizes the picture, and it looks neat.

Leading Lines

Picture by Mickisha Caye

When we are talking about leading lines, we are talking about lines in a photo that guide our eye through the picture. Usually, it is to the point of interest, but other times it is used just to lead our eyes through the photo.

This picture is a clear example of what we are talking about. All of the lines in the shot move into a central spot of the leaf. Even the stem leads to the same place. Our eyes may start out at the far edges because they are brighter, but our eyes naturally follow the lines down to the stem.

Here is a picture I took of my backyard. Where do your eyes go?

I made this picture a little bigger so you can see a bit more clearly. Our eyes end up on the bucket because we have lines from the edge of the driveway, the beaten down grass, the garage door, the roof in the upper left, even the branch of the tree to an extent, pointing towards the bucket.

Depth of Field

Picture by Thomas Shahan

The Depth of Field is used to aim our focus as well, but not in the same way as leading lines. As shown in this photo of a bug, depth of field is used to blur the background so that we are drawn to a particular point.

This picture is heavily blurred in the background. Even the plant and part of the bug’s body are blurry, but it leads to the high contrast in the bug’s head that makes this picture so engaging and exciting to look at.

Here is a picture that I took to represent the principle of depth of field. It is my family’s globe in front of a bookshelf.

As you can see, the globe in the front is completely in focus. We can quickly read the different cities that are located on the globe. The books in the background, however, are blurred out that we can’t read their titles. This makes it so although the bookshelf is in the picture, our focus is drawn to the globe in the foreground. Giving a feeling of depth to our picture even though it is flat.

Conclusion

As shown, by using the rule of thirds, leading lines, and depth of field we can see that ordinary photos can be organized in a way that is aesthetically pleasing to look at. By lining up subjects in a way that our eyes are drawn to them, and then controlling the depth of field to focus on what is important, our pictures will be more interesting.

Reverse Engineering of an Advertisment

Calgary Food Bank Advertisement
Ad created by Calgary Food Bank

This is an image I am using for the purpose of showing contrast, repetition, alignment, proximity, and color. It is part of a line of advertisements that the Calgary Food Bank put out.

Contrast

In this advertisement, we can see contrast not only in the size of the letters, but the font which they artist chose to use. In the upper circle, we can even see differences in the sizing if the words to catch attention.

Repetition

The repetition used for this advertisement wasn’t very evident in this ad. It becomes more apparent as you look at the other ads put out in the same campaign. In this ad, the corn is being opened like a can of anchovies might, and in other ads that went with this one other fruit were opened like cans and other non-fresh foods. In each of the ads, they used the same colors, idea, and fonts.

Alignment

The alignment of the words is evident in this ad. They are straight with each other, giving a clean look.

Proximity

It was easy to tell where the different parts of this post were. In the upper area we had the advertisement, then in the lower left, we had the information of where we could go for more details. Then we had the logo in the bottom right corner. It was spaced out enough to make the different areas clear.

Color

Most of this ad followed a brown color scheme, but it contrasts nicely with the corn to make our eyes draw to it.

Overall Effect

From all of the different aspects of this ad I discussed, we can see that it is a rather clean, neat, and useful advertisement.