Reverse Engineering

Basic CMYK

Maybe it’s because I live near the ocean and surfing is a major sport here, but this poster really caught my eye. It’s simple yet bold and seems to have a lot of the design principles and color that I want to address as I re-engineer it and break it down.

Original designers:

Advertising Agency: Imelda Ogilvy, Slovenia
Creative Director: Jure Požun
Art Director: Branislav Milošević
Copywriters: Jure Požun, Bor Kolarič

Breakdown of why it works:CONTRAST – There is really nice contrast between the soft, cool aqua and the warm, bright, bold orange. Set that off with the white font color (that also coordinates with the ice cream) and it all looks enticing.REPETITION – The repetition is with all the lettering being the same color. Although they used a few different fonts, the “2013” and “Taste” are the same. I do think that is one improvement that could be made. There are too many font choices, I think they could have gotten away with two and it would have looked more cohesive. ALIGNMENT – The main picture of the ice cream surfboard is right in the middle and a focal point of the design. The lettering is grouped to title and then information. They are centered together but then aligned to the left and to the right. The text also aligns nicely with the sides of the “surfboard”.PROXIMITY – The main focal point is set off enough from the lettering to make it stand out. The lettering is nicely placed away from each other to have the title stand out and then the information in another spot. This makes it easy to read and you know where to look on the page for the information you need.COLOR – The color combination they chose are complimentary colors. Orange and aqua are opposites on the color wheel so they look just awesome together. They stand out from each other but are complimentary. Aqua is reminiscent of the blue waters for a surf competition and orange feels sunny and warm.

The surf festival poster has many great design elements that add up to an eye-catching design. There are contrasting, complimentary colors, text that is alignment in a readable way, and proximity of that text from the picture that helps it stand out. The repeated color of the text helps it’s readability and cohesion within the design. All in all the design is successful and fun.


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