Design, reverse engineering

Tide Will Clean Up

Our final big project for my Visual Communications class was to take an advertisement from the real world, examine all of its properties and recreate an ad that could go along with the same campaign.

I chose an ad campaign that was visually appealing to me and maybe a bit out of the norm for a typical ad for the company. It’s from Tide and message is that Tide will clean your clothes so well it could clean the stripes off of a zebra or the spots off a leopard. This is appealing to a wide audience and everyone, not just moms wash their clothes and want them to be clean and bright.

We were asked to include a breakdown of the ad and our new ad on an InDesign slide. This would allow us to use all of the different programs we used this semester (InDesign, Illustrator, and Photoshop) into one project. Here is my slide presentation:

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You can download a PDF of the slide here: Slide Design

I chose to use a different tagline but I one I thought would work and is important to people who want their white’s bright! I was trying to think of an animal that was already white and found this cute polar bear that was consistent with the other animal designs. I fixed him up a bit in Photoshop and then brought all of the elements together in Illustrator to create the ad. I’m pretty happy with the result and think it fits consistently with the original ads. Let me know what you think!

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Design

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.

Conclusion:
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.