Ovation, by Baby Lock

Here we are again, the last post for this class, the semester is just about over. The assignment this time is to take an ad, break it down into the basic design elements, and then create an ad that would go with the original ad. There is so much that goes into designing an advertisement, let alone constructing one, it was a challenge for me to come up with something of my own. So, for the last time, lets delve into what I designed and why I did what I did.

Here’s a brief introduction to the product. What I chose to advertise is a serger. This particular serger is by Baby Lock, and the model is an Ovation. This particular serger is a big step up from a basic serger, but when your going to dream, you might as well dream big, it would be cool to have one of my own. For those who don’t know what a serger does, it finishes off fabric, giving it a clean look, and keeps it from unraveling. (A seam finish.) Take a look at the inside bottom of your tee-shirt, more than likely it was surged, then sewn down.

My targeted audience is the sewing public. Again, gender isn’t much of a factor as both men and women sew. Age on the other hand is a bit more of a factor. This is a costly machine, so I don’t expect to target many of the younger sewers, this is just way out of their price range. So, more likely I will be targeting people over 20 years old. Now that’s not to say that younger people wouldn’t want it, but just that they wouldn’t want to spend their money on it.

The ad and the pictures I used in designing this were all obtained from Google’s free use items. All except the Baby Lock logo and the later picture of the Ovation. The logo was found on Google, but not in the free use area, there weren’t any to choose from. Lastly, the later picture of the ovation with multicolored thread was taken by me, with permission from the owner of the sewing shop.

Introduction

This slide is an introduction to the Baby Lock ad. The curtain and the Baby Lock logo can be found on Google. I chose this curtain because of a different Ovation ad and I liked the blue background. The whole appearance gives you the feeling like you are looking at it on a stage. The stage theme is a play on the model type, Ovation.

Basic Design Elements

The color scheme for this Ad is pretty simple, basically two colors. The blue that is used on the make and model of the machine and the spools of thread, and the white of the background and machine it’s self. Even though there is a little color in the background, it is blurred and blends into the background.

The contrast for this ad is also simple, dark vs light, or the dark blue of the make and model and thread vs the white of the background and the machine. Doing this made the title and the machine stand out against the background, it pops. One contrast I failed to mention is the size and style of the lettering on the page, you have big and small, as well as plain and script. The manufacture of this product wants your attention on the machine, hence the size of the lettering on the make and model are very large.

This is a simple ad, but there is repetition in it. The use of pretty much two colors, the same font was used in both the make and the slogan on the bottom, just different sizes. The logo for the company is also used several times. In doing this, they tied all the components together.

We see several things that the designer of this ad did in regards to alignment. First off, the make and model are aligned with the logo and the slogan. To go a little further, you see that the Ovation is centered under Baby Lock, and the Baby Lock logo is centered over the slogan, a mirror image of the justifications. One last thing, the serger it’s self is centered in-between both of them. This, in my opinion, brings those components together, associating them with each other.

The previous slide leads into this slide, proximity. The make and model are together, in the header. This lets people know that the manufacture, Baby Lock, made the Ovation. At the bottom of the page you see the logo for the company, and the slogan, mentioning sewing. With this, you understand that Baby Lock makes sewing products. The serger is positioned between the two, letting you know that it is that serger the ad is talking about. One last thing, I don’t mention it much, but the background in this ad, it is unfocused and very faint. What it looks like to me is a sewing room, however it is in the distance, where as the serger is in the foreground, suggesting that no sewing room is finished until you have this particular serger.

Introduction to my ad

So, now we are coming to the ad I created. To keep everything consistent, the title page is identical to the title page of the original ad, and the break down of the design elements are also in the same order, it makes the whole thing flow.

Basic Design Elements

Starting off with color again, the background is white instead of being all blue, but I did put a blue box around it. I did this for several reasons, first to draw your attention to the fact that we are now discussing my ad and not the company’s ad. I also did this because I didn’t want the ad I made getting lost in the blue curtain.

Again, the curtain, the woman, the dress dummy, the table, and the Baby Lock Logo, came from Google’s search. The picture of the Ovation is mine, I took it with the store owners permission.

Delving into the new ad, you see the same blue curtain in the background, tying it into the original ad’s blue header and spools of thread. What I added on my own was red, the red of the woman’s sweater. I think this made the ad pop just a little more. What I was going for in this, was to mimic the original ad but throw in something of my own.

White was also mimicked from the original ad, in the table and font. I also brought in some muted and unfocused colors, with the dress dummy, which is mimicking the background of the original ad.

My ad has the same contrast as does the original ad. The very dark blue vs the white. I tried to keep the contrast about the same as the original ad, but again, I did throw in the red sweater. All three of these colors contrast with one another, are very different in color, but all work together nicely.

I also repeated some of the components from the original ad. The font is the same bold block white font. Something I didn’t mention in the original ad, is that the font is the same style as the Baby Lock logo. Speaking of logo’s, my ad has the same two logo’s, one on the machine and one off on it’s own. I have to admit that I struggled with where to place the logo, to make sure it tied into the ad and wasn’t left standing by it’s self.

I too used a table in my ad, but my table is round where as the original ad it is rectangular, but both are white and serve to hold the serger. However, this is a pedestal table, and to play on words, I put the serger on a pedestal, to stand out. The last thing I did to repeat some design from the original, was to have the dress dummy with an outfit to mimic the background of the original ad.

In my ad, I used repetition in both the font and colors. I tried to keep it as simple as the original ad.

My alignment is also mimicking the original, being left justified with the slogan, table, and logo. All three of these things also line up with one another. The alignment was done this way for a reason, and I will get to that reason in proximity.

Proximity is going to sound a bit like alignment. I took the components of the original ad, everything being on the left, and used it in my ad. Also, the dress dummy is sitting behind the serger, to tell the buyer that this professional dress came from that machine. There is a little difference in the proximity though, in the original ad you see the serger centered between the header and logo, but I didn’t do that with the woman. Now here’s my reason for this. To play on words, using the model of the machine, Ovation, the woman is standing in front and off to the side, giving the machine a standing ovation. In real life, we don’t stand next to the actors on the stage, we stand back.

The New Ad

Now putting it all together in one ad, I used the same components of the original ad but modified them just a bit, and used a play on words. The idea behind my ad was to start off in a room that was empty, displaying a machine that has potential. The next slide shows that potential, on a stage, having created a dress that looks professional, and someone is clapping for a job well done. The goal I had was to let the public know that they too could produce this quality of work, if they had this serger.

So, you see that both the ad’s used the same basic design elements, just in a little different way. I hope you found this ad fun, I know I did. I enjoy sewing and it was fun to work with a product that I would want for myself.

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Now Women Can Do It Too!

Here we are again, almost at the end of the 14 weeks, boy have I learned a lot. We’ve been working with Adobe Photoshop these past few weeks. If you are anything like me, even the word “Adobe Photoshop,” will have you terrified. I have a however though, however, after two weeks of working with it, I’ve gone from terrified to a bit lost. That’s a huge step for me! So, lets get into what this weeks blog is about.

The basic’s

To start off with, let me tell you which product I choose and what the demographics are, of the audience I’m trying to reach. I chose a vacuum, a Roomba to be exact. (I think I chose this because I really want one.) My audience is both married men and women, their ages are between 18 and 24, and they bring in about 90 thousand a year. I know, it sounds a bit skewed, just out of high school and no college education, but bringing in 90+ thousand a year. All I can say is, “Where did I go wrong?”

My message to the world

I actually narrowed my audience down a bit more and targeted mainly women. We women, and that’s not to say men aren’t included in this category, but we women like a clean and organized house. Generally those women in my targeted age bracket are fairly busy, usually holding down a job while going to college. (Speaking from experience, there’s not much time left over for housework.) So in walks a vacuum that takes care of it’s self, minus a little setup, it vacuums without any input from you, leaving you time to do other things.

The really rough draft

What you see here is a woman reclining on a sofa, as the Roomba sweeps under her feet, all the while, she is watching an episode of her favorite TV show. Now SHE isn’t the one vacuuming, the robot is, and she can lift her legs out of the way, letting the robot vacuum under them. I’m playing off the old saying that a man helps out with the housework by lifting his legs when his wife gets near him with the vacuum, while he’s watching TV.

The pictures

All photo’s came from free public sites, except the picture of the Roomba and the Roomba logo. There are some pictures of the Roomba on free public sites, but none really fit the bill.

 

This is the backdrop for my magazine ad. I started off with a basic living room with a couch and a TV. You see that the house is clean and organized. This picture comes from, “Autumn Studio” but as far as who took the picture, it doesn’t say. Now this is my backdrop as well as a picture I extracted something from. Since this is the backdrop, you really can’t put anything behind any part of it, and have it show up. So, what I did was extract the sofa out of the picture and make it it’s own layer, that way I could have the woman sitting on the couch instead of being in front of it.

 

This is a picture of a woman looking off in the distance, standing on a mountain side. I extracted the woman’s head and shoulders from this picture. This came from Pexels which is a free public use site too. Again, I could not find any information on who actually took the picture.

 

These two pictures, the Roomba and theRoomba Logo both came from a Google search and not a free public site

Magazine ad

 

This is the finished 8 1/2 X 11 magazine add. The first thing that draws your attention into the add is the title, Now Women Can Do It Too! I chose pink for the font, for several reasons. First, many women, and men both, associate pink with women. Also, it is a color that stands out against the background and captures your attention. In the title I made the word, women, larger than the other words in the title, because I am targeting women. The font used is Bradley Hand, and this handwriting looks like a woman could have written it. This is my attention getter. Lastly, I want to talk about alignment. The title is favoring the right side of the page and it is aligned with the TV.

The woman’s head and shoulders were placed on the couch, but remember, I had to add another layer, she is in front of the couch instead of behind it. So after adding her, I add my couch layer, thus giving the appearance that she is reclining on the couch watching TV. I chose this image because of how the hair is lying and the clothing she is wearing. The brown of her coat blends well with the brown of the couch, thus giving a flowing look. Her hair is also positioned in a way that it looks like she’s reclining on a couch.

The Roomba and Roomba logo were placed in the foreground. I did this because these are small images, and could easily get lost in the back ground. Their position draws attention to them, and is probably the second place one would look after the title. The Roomba it’s self is placed in the center bottom of the page.

Lastly is the font, I still used the Bradley Hand font, but in a much smaller size. I didn’t want my slogan and call to action to dominate the page. I used plain black, matching the color of the Roomba and logo. Both the logo and the call to action are aligned at the top. I put my slogan just above the call to action, and in a larger size, to call more attention to it. This is also aligned with my call to action, to give it a clean look.

Blog size image

This is actually a very small image, 300 X 250 pixels, and was harder to construct than the other. Some of the changes I made to this are, that I centered the attention getter, but kept the same slogan.

Also, compared to the original image, the ceiling and floor have been mostly removed, giving more room for the title and words. The Roomba is still mostly in the foreground, but has been moved slightly. Next to this is the call to action, in close proximity to the Roomba. The slogan is above the logo, again, using proximity, to keep it all together. Everything else is pretty much as it was in the magazine add.

Summing it all up

Using the basic design elements of contrast, (the size of the fonts), repetition, (the use of black in the font), alignment, (lining the font up with each other and the TV), proximity, (keeping all the Roomba info, logo, and the Roomba next to each other), and color, (Using only one color to make the title stand out and matching the color of the font to the machine. Some of the photoshop functions that were used were selecting an image and removing it off the page and layering to create a 3D image. All this combined to make one magazine add that can capture a woman’s attention. Many women would like to imagine their houses clean and they didn’t have to do all the work to get it that way, I know I could.

My Basic Sewing Supplies

Welcome back, the last two weeks I have been working in Illustrator learning how to use the program and to make icons. There are several ways this can be done, you can use the shapes to build things, you can free hand draw them, or you can draw them on paper and scan them in. This is what I chose to do, since drawing isn’t my forte. I drew my icons on paper, then scanned them in, lastly using the pen tool to trace the outlines. I found that drawing the icons on paper first, gave me more flexibility to make them look somewhat real.

The Icons

 


My Audience

My targeted audience this time is the sewing community, as well as, those who use icons in scrapbooking. Last time I singled out a specific age, but this time I didn’t single out any specific age or gender, as both men, women, and children, like to sew.

Since these are the basics of sewing, they are more likely to be used in constructing blogs, letter heads, icons to be used on web pages. I think you get the picture. The are also easily recognized by most people, regardless if they sew or not.

 

Main Design

As you can see, my main design decision has to do with sewing, in particular, hand sewing. I chose these specific items, pins, pin cushion, sewing needle, spool of thread, shears, and thimble, because they are the basics of hand sewing, but can also be used in machine sewing. There are many things that can be associated with sewing, but these are more associated specifically with sewing. For example, an iron is used in sewing, but it’s also associated with laundry.

Design Basics

What you see here is both 60px X 60px and 400px X 400px icons. Some of these were made with a shape or line tool, like the pins, some were made with both the shape and line tool as well as using the pen tool, like the pin cushion, and others, like the scissors were simply made using the pen tool.

In making these icons, I tried to use what ever was better suited in making it. For example, the pins, they were constructed of a multi point star overlapped by a circle, and attached was a straight line with a point. (If you look at the actual drawing I made for these, you will see that they are distorted a bit. Drawing over these images would have produced a less than realistic image.) The scissors, however, had so many different lines, angles, and shapes, it made more sense to use the pen tool and outline the shape I had already drawn. (Can you imagine what they would look like if I had only used straight lines and shapes?)

Typography

This time, there was very little typography used. Since this was about making the icons, I just used one font to give the icons a title. This time I used Apple Chancery, which is a serif font, and italicized it. The use of this font gives the impression of just a little more formality.

Color Pallet

The pin cushion is a good example of my color pallet, you can see all the colors used, in it. I did a custom color pallet this time as I was trying to mimic actual colors used in sewing materials. As you can see, these are very bold and vibrant, standing out quite a bit. (Now I don’t know why this is common in sewing, using very bright and bold colors, but I have a theory. Its so you can find the things you’ve dropped before you step on them.)

The vibrant red of the pin cushion contrasts with all the other colors on it, be it the lime green, yellow, blue, or purple of the pin heads, nothing blends in or gets lost. Even the grey or silver used for the actual needles contrasts with all the colors.

Photography

The only photography this time was the picture I took of my hand drawings. I thought it would be a good idea to show you what I started out with.

The Wrap Up

All in all, what I learned more than anything, about Illustrator, is that when designing something you need to use what works best for the item you are designing. Sometimes something as simple as the shape and line tools will work best, and other times, you may have to free hand an entire picture.

If you’ve never worked with this program before, it does take some time to get used to just how things work. I found myself experimenting with many different options, deleting things that didn’t look right, and trying something new. In the last two weeks I’ve learned so much about Illustrator, but I don’t think I’ve scratched the surface as to what this program can do. I recommend playing around with the pen tool, you’ll be surprised at what you can create!

Indesign, Self-Reliance, and Elder Hales

Welcome to this weeks blog post featuring our workings with Indesign, using things like contrast, repetition, alignment, and proximity. We can’t forget color either, to put together a magazine spread using an article that caught our eye. Now this being my first time using Indesign, as you can imagine, I was quite a bit out of my league and overwhelmed. (You really don’t want to see my first draft!) Thanks to some very patient people, I was able to refine my magazine spread. I better not forget to mention the photographer, well it’s me, D. Podbielski.

My choice for articles was actually a Strength of Youth pamphlet written by Elder Robert D Hales called, 6 Self-Reliance Tips from Elder Hales. This pamphlet has excerpts from Elder Hales’s 2015 General Conference talk, Meeting the Challenges of Today’s World.

Why, Who, and How…

I chose this article specifically because it is on a topic that is near and dear to me, not to mention the reason why I’m back in college. These days being self-reliant is a thing of the past, and I see a growing need to help young adults learn these very valuable lessons. This is also my targeted audience, those young adults who need to learn to be self-reliant. I hope to draw their attention into this article by using several different things, color, softness, and photo’s. I feel that the color pallet I chose is a little more masculine, whereas the softness of the lines is a little more feminine. The photo’s I took were of 100 dollar bills, this will probably draw most of us into the article. The other two are of a sewing machine and preserved food, which I’m guessing, a lot of young adults haven’t seen before.

Cover Page and Photo’s…


Here you see the cover page of the magazine spread. This page actually has a lot going on and is intended to capture my audiences attention because of that. Earlier I mentioned the color scheme, this was actually taken from Indesign based on the lid of my dehydrating shaker jars, lime green.
The photo was placed into the background and the translucency was turned way down, this is the backdrop for the page. With everything the translucency was turned down to soften the lines and flow. The brown of the header and footer contrast with the beige background of the words. The lime green from the quote also contrasts with the brown and  beige, not to mention the black words. These contrasting colors provide just that, contrast.

I chose a serif and sans serif font, using both the script and bold for the title. Bold version of the sans serif was also used for the quote, the intro, the sub-header, and link to the pamphlet.

I incorporated alignment a few ways. First off, I right justified my title and sub-title and used this position to make my right edge of the page. The text columns are aligned horizontally, and the quote is also aligned with the beginning of a paragraph. Both text columns are left justified, as is the sub-header. Lastly, is the link to the actual pamphlet, which is center justified.

This is the original photo I took for the back drop. It features one of my canners with some canned peaches. Also featured are some dehydrating shaker jars and Sure Jell, some freeze dried packaged food, and some dehydrated onions. My color pallet came from the shaker lids, the color of the peaches, and the dehydrated onions.

Here is the actual color pallet that Indesign came up with. Notice the earthy tones, these are more masculine and more likely to draw in young men.

The Second and Third Page’s and Photo’s…

The translucent lime green is carried throughout both the pages and is the color that pops on the page. The peach colored lines are also carried over from the first page. Behind the lime green I used the color from the dehydrated onions, its not too bold, but does make a nice change from white. (White would be too stark and take away the continuity.) There are also many layers here too, but the page is more simplified, to draw more attention to the information on the page. Heres were the soft lines come into play, everything on both of these pages have it’s edges feathered and slightly muted, even the photographs. In using this technique, I hoped to make a calm and soft look, which is more geared to the young women.

Using proximity, I placed the pictures next to their prospective information. Also, the pictures are aligned on the right and left sides with the text, the top picture is also aligned with the text. Overall, it gives a nice rectangle, which is soothing and not chaotic.

The third and last page of this spread is very simplified, having text only. Pages 1 and 2 serve to draw the reader into the information, whereas page 3 is information only. More than likely, if my targeted audience is to page three, they are interested in the information on the page, and don’t need to be drawn in by photo’s.

This is the original picture I took of money. I chose this because of the topic to save and use money diligently. This picture is also an eye catcher, who wouldn’t stop and look at a bunch of 100 dollar bills?

This last image is of my sewing machine, a burp cloth in progress, some pins, and my iron. This picture is a representation of continuing education. I chose this setting to draw in young females, but that’s not to say that young men wouldn’t be interested in sewing too.

In Conclusion…

As you can see, I’m very passionate about this subject, and my hope is to draw in young adults, giving them the passion for this as well. (Or at least some interest.) Elder Hales’s captured my attention and reaffirmed my belief that this is a very important subject for both men and women. The reason my targeted audience is young adults, is that if they learn this information now, their future lives will be so much easier.

I encourage you all to read this Strength of Youth pamphlet as well as the original article written by Elder Hales. His words will enlighten you too!

Turning dull photo’s into something memorable and spectacular.

Welcome, this weeks post is on photography. I must admit that when it comes to taking a photo, I’m a point and shoot person. This week I learned some of the different techniques that one can use to draw the viewer into the picture and capture their attention. The three techniques that are being used in this post are; rule of thirds, leading lines, and depth of field.

The professional photo’s, not mine, came off of the search engine, Google. My pictures, well two of them are from LegoLand California, and the other is a photo I took the other day, outside work, just as the sun was coming up over the hills.

 Rule of thirds

 

This is a truly amazing photo and it caught my eye for more than one reason. First you see this brilliance of color contrasting with a back lit tree, on the end of what looks like a peninsula. At first this photo boggles the mind as you try and figure out what it is, then you see the reflection of the tree in the water, then it hits you. This photo was found on Google and if you view the page it will take you to a site called shutter stock. The artist of this photo is Pavel Klimenko.

 

Rule of thirds is simply that, dividing a photo into thirds both horizontally and vertically. Your key focal point of the picture is then positioned where the vertical and horizontal lines meet, giving the picture more energy and interest. As you can see in this image the tree is the focal point of this picture. When you divide the picture into thirds, it falls in the upper right corner where the lines meet. If you look at the reflection of the tree, it too falls where the two lines meet, in the lower right corner.

 

 

Believe it or not, this is all made of Lego’s, that is all but the trees. This is the entrance to the aquarium at LegoLand California.

 

 

This is another good example of rule of thirds. The main focal point, the scuba diver, is positioned on the intersecting lines, both lower and upper left. The sign is also placed in the upper right where the lines intersect. Both the scuba diver and the sign are brought to the front, where as the rest of the image falls to the back.

 

Leading Lines

 

 

I love images of the desert with a dramatic back drop, be it thunderstorms, sunrise, or sunset. The contrast of the colors are eye catching, doesn’t this make you feel like you are driving down a deserted road? This photo pulls you in, you can almost feel the speed of the car. You see the sun on the pavement ahead and wonder, what’s around the bend? Again, this photo was found on Google and when you view the page it takes you to Flickr. The artist of this photograph is Noval Nugraha.

This photograph is an example of leading lines. The lines you see drawn serve to bring your eye to the spot down the road, where the road disappears out of sight. Leading lines are meant to draw your attention to a focal point, be it a person, a bend in the road, or any other item of interest. Even though the focal point in this photograph is at a distance, you get the impression it is close.

 


It’s too bad you can’t zoom this picture in and see the detail of the lily pads, the man in the water, the crest on the castle, and the horse and knight. These are all Legos. This is my photo of leading lines.

 

 

As you can see in this photo, the lines drawn serve to bring your focus to the mouth or entrance of the castle. What’s behind the curve and what can you expect when you enter? Your eye is drawn to the black shape of the entrance to the castle, that you can’t see into.

 

Depth of field

 

 

Here you see an image of the desert rock surrounded by water, can you feel the solitude of the area. The contrasting colors of the rock against the backdrop of the sky, the water, and the rock that is shadowed by clouds. As with the other photo’s you can find this photo on Google , and when you view this page it takes you to Jim Zukerman’s photography page. (That really is what the site is called.) The artist of this photo is Jim Zukerman.

 

The focus of this image is the rock surrounded by water. In depth of field photo’s you can see two things, either the main focal point is sharp and the surrounding picture is blurry, or in this case, the focus of the close, distant, and far distant images are only less focused. The main purpose of this type of photography is to take a 2D photo and make it so our eyes see it in 3D. This is done by creating layers, foreground, midpoint, and background.

 

 

This is a picture of the sun coming up, it’s about 6am, and it was taken at work. It’s the high desert and usually there is much more contrast of colors, but with the sun not quite all the way up, we see some shadow. Even though the sun is in your eyes, you can see the pasture and fields beyond the walk way, and a clear image of the sun just cresting to the East. I love this time of the morning, it’s peaceful and quiet.

 


In this picture you get a good view of the foreground, midpoint, and background. In the foreground you can see the bushes, trees, and walkway. Midpoint is the field beyond the wire fence. The background is the hills beyond the field backlit by the sun cresting over those them. All are in about the same focus, but we see the foreground just a little clearer.

 

What I’ve learned this week

What have I learned this week? For one thing, I learned that after sifting through thousands, yes thousands, of my photo’s, I center my main focal point in the center of the camera. I did say I was a point and shoot type of photographer.

Seriously though, these three lessons, rule of thirds, leading lines, and depth of field serve to draw the viewers eye into the photo and grasp their attention. This is done by the position of the main subject, also by the surrounding scenery.

I have learned to look at my subject and the surroundings, shifting from my usual center alignment, and placing it where it makes a statement, draws you in, and captures your attention.

I hope these three rules help you create some awesome photographs!

Building with fonts and Legos

Original

 

I looked long and hard for days, looking for something that had more than one font on it, looking at posters, ads, and magazines. What I discovered is this seems to be the norm at this time, one font with a couple of variations of the font. Sometimes it was italics, bold, or just larger font size. One other thing that is obvious is that about 90% of the fonts out there are sans serif, the only exception seemed to be Apple, theirs is pretty much serif. This made me wonder if serif is a thing of the past. This page here is from a book, 365 Things To Do With Lego Bricks, it was produced and distributed by Dorling Kindersley. I originally found the page on Google images, which directed me back to Amazon. This page actually has three different fonts, slab serif and two different sans serif fonts.

Size

 

The first thing that catches the eye is the large slab serif font, the title of each creation. Other than the large photo, these two headers or titles are the main focal point of the page. Along with the large slab serif font we see a corresponding smaller slab serif font giving the description of the item.

Like wise, the sans serif font also has a larger and a smaller size of the same font. We see the header, The Special Brick, in contrast with the much smaller text below it, as well as the little descriptions located around the entire page.

Weight

 

Starting off with the slab serif font, both the large and small font do have thick lines, however, since the title is larger in size, it is also thicker. This is also the case with the sans serif font, the larger text size is thicker than the smaller one.

Also we need to compare the slab serif with the sans serif and comic sans serif. The slab serif font has by far, the thicker lines. Look at the title and compare it to the little descriptions that are located around the page, the header is brought into the foreground and the descriptions fall into the background.

The one thing that all three fonts have in common is that they are monoweight. None have thick and thin lines, only thick. I believe this ties the fonts together giving a pleasing look to the page.

Structure

 

Lets compare the two sans serif fonts. The one that is used primarily throughout the page is modern looking and looks somewhat computer generated. While the comic sans serif looks more like a child’s handwriting. These two differ greatly in appearance even though they are both sans serif.

The slab serif has more of a formal look, something that you might see in calligraphy, minus the thick and thin lines we would associate with calligraphy.
All three have their own distinct look and you aren’t left wandering if they are the same font.

Direction

 

For the most part, about 95% of the text is horizontal. There are a couple of twists though. The first thing that draws our eye into the page is the vertical text of the title of the item. Again, it is up front, in the foreground, while the other text falls behind.

The other twist, and also an eye catcher, is the text that is on a diagonal. Now the book advises against using text diagonally, but this actually denotes a special product. Without any effort you can tell that this lego isn’t the same as the others, it screams, “look at me!”

Color

 

It’s clear that all the text on this page is in varying shades of black. If you look at the two titles, as well as the item numbers, the use of both warm and cool colors make the font stand out even more. Try to imagine the titles without color, they would just blend into the page, be sent into the background. The use of color tells us that it is something important.

Form

 

 

The last thing is the form, is this page all in caps or lower case, or a combination of both? There are only a few things that are in all caps, the special brick header, the comment bubbles, and the word STAGECRAFT. If the page were in all caps, it would be harder to read, take up much more space, and may give the impression that we are being yelled at. With the limited use, it serves to draw our eye to the important information.

2009 Chevy Traverse Advertisement

This is the original advertisement for the 2009 Chevy Traverse.  I chose this advertisement because it just screamed alignment, and it appealed to my organized mind.

I found this image on google pictures. I’m not sure who the actual designer is, but I’m going to assume that it was someone who worked in Chevrolet Company advertising department.  The only other thing that I know about this photo is that when you click the “view page,” it takes you to the Pinterest web page.

Proximity

I have two things circled here, the first is the name of the car, the Traverse.  Around the name, grouped into areas are the price, which is just below.  Also, we see the name and logo of the car company, as well as a brief advertisement.  If we were to only see these bits of information we could clearly see that this is a Chevy car, 2009 model, and how much it is.

The other thing I circled is, the smaller image of the Traverse and the picture of it’s interior.  These two things are placed in close proximity to indicate this is the interior of this vehicle.

Alignment

This advertisement has a ton of alignment to choose from.  Starting from top to bottom, and going horizontally, we see that the very first thing on the page is the words aligned with the Chevy logo.   Then we see the large Traverse aligned the same way with their brief add.  At the bottom of the page we see that they align their words with the top of the interior picture.  A little lower we see that the bottom of the text is aligned with the lower portion of the wheel.

Even though I didn’t mark it, the text with the price is left aligned with the text at the bottom of the page.  The one I did mark cuts the page in half.  It also shows the alignment of the text throughout the advertisement, as well as the photo’s that are aligned with it.

Repetition

First off, we see the name of the car written all over the document, I just circled the larger ones, but they use the name many times.  This is done so that while reading through their advertisement, we don’t forget which car we are reading about.

Secondly, they use a photo’s of the car twice.  The use the same side of the car, but different angles.

Lastly, is the Chevy logo.  This is actually understated as they only used small logos on this advertisement.  Focusing more on the vehicle as opposed to which car manufacturer it is.

Contrast

The biggest contrast we see on the page is the large photo with its detailed picture of the car, right next to the large photo of a tree, in the background, with no details at all, only an outline.  Also, the contrast of the bright shiny vehicle vs the subdued dull image of the tree.

The other really noticeable contrast is the large, bold, and bright name of the vehicle as opposed to the much smaller text on the page.

Color

This advertisement has a good example of shades and tints, as well light vs dark. What I’ve circled several times are the white words vs the dark teal background. Along with the yellow vs teal, which falls into the analogous color category.

The second thing is the grey/silver vs teal. Although I couldn’t find grey or silver on the color wheel, it contrasts with the silver of the car, making the car stand out. My husband mentioned a fact that I didn’t realize, that the Traverse doesn’t come with tinted windows, and that the advertisers darkened the windows to contrast with the color of the car, to make the car pop or stand out.

Conclusion

All in all, this is a very effectual advertisement. Their use of proximity of their information at the top of the page gives you all the basic information of the car. Another thing is how organized the page is, even though there is a lot of information on the page, because of the alignment, it doesn’t feel cluttered and has just enough white space. The repeated use of the car’s name, “Traverse,” throughout the text, never lets the reader forget the name. The use of contrast within the text is a good example of drawing our eye to the most important things on the page, the name of the car, the price of the car, and the car its self. The colors used throughout this advertisement just makes it pop, your immediate focal point is the large picture of the Traverse and then the large name.