Tag Archives: proximity

Size Matters

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Minding my own business while I am looking for an ad, this attention grabbing ad popped up on the side of the page. Hummm, since I am in an analyzing mode I wondered what caught my attention? So I took a screen shot.

Side Pop Up while on the internet

Who designed this ad? Google search engine mentions that Carnival Cruise lines uses Visionworks Marketing Group,. Rhics on Facebook had another entry of Carnival Cruise Lines advertising, and Monika Molina – a Visual Designer noted on her Linkedin.com page that she works for Carnival Cruise lines. I couldn’t find this particular ad in any of the sites. No idea who designed or produced it. This ad pops up and down on the side of internet pages, so the only way to find it again is to …… wait while scrolling.

What catches attention?

Number 1: Red Color – Logo, Accommodations, All included, Book Now. Message received.

After you have been drawn in for the second look, the title in Modern typeface proclaims the title.

vertical stress, thick/thin transitions, serifs on lowercase letters – thin and horizontal serifs

The “body” of the message is in Sans Serif typeface, bold, in large and attention grabbing capitals!

Even thick transitions, no stress, no serifs

Size works

The two typefaces work well together as they are so different. The size is interesting because the Title is smaller than the “body”. The body is screaming out for attention which works because the designer did a great job in Kerning and line spacing. Note there is a little more space between Carnival and FOOD, FUN, with no spaces between the O’s, AT’s or IO’s. Proximity to each other enhances the Importance of Title (who) and Body (message) with white space and proximity to next message of what (cruises) and price.

The size of the what and price are a repetition of Title and Body.  Size is the contrast.

Large size price accompanied by smaller print, asterisk big and small..

Small sans serif though in all capitals, is accompanied by much larger sans serif price. Don’t we all want the price?! So I have to laugh as I didn’t even notice the tiny asterisk in san serif without caps, until I enlarged the picture to examine it. *Legal.  I have to wonder if any print was so blue and small it can’t be seen. (My husband is a lawyer, so no jokes today.)

Though the typeface works very well, the color contrast wins hands down on why this ad works. The Sizes may seem backwards but they work well together in this ad’s message.

Cool color blue dominates as important red message shines through, with just a touch of orange to contrast the turquoise.

That solid red box sitting outside of the rest of the alignment boxes, invites you to push and see what awaits!

Flame Broiled

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“Maybe get a takeaway rather than eat in, yeah?” Original caption by CreativeBloq

When I google for the best print ads, I came across the “CreativeBloq” site. The first line of the post says it all, “Our pick of the funniest, smartest and most impactful print adverts around.”

This advert was number 9 of 66. Here is the description:

“Burger King prides itself on flame-grilling its burgers rather than frying them, but we all know how fire can misbehave if you don’t keep a close eye on it, right? Burger King holds the record for the most restaurants that have burned down since 1954, and that’s the brilliant angle seized by DAVID Miami in one of its many innovative campaigns for the company, using genuine photos of blazing BKs to emphasize how it cooks its burgers.”

If you click on David Miami’s site he has many video advertising clips. According to google he has won Clio awards and been called the “Innovator of the Year”.

Repetition

This is a great picture and the fact that you have flame, flame, flame, flame in nice repetitive pattern across the picture is sweet. Especially as the word Flame is spelt out.  I know I would have enhanced those colors if this were my picture. I also like the path of smoky haze on lower and upper sides of the picture too.

Alignment

Sorry, wish these lines were straight.

The single words are perfectly aligned, The flames and logo are almost aligned. I like the line of awnings, even the last awing and post are in line right down to the words written on the street. Your eye moves nicely through this picture. The words on the right are not too much in a busy picture.

Contrast

The contrast in this picture is delicious! Raging fire, calm firemen, Peaceful backyard and green grass in front of a building burning down. The words are in a bright white the smoke is billowing black, the flames are bright red, The brand name is completely whole and all the colors are repeated throughout the picture in red, yellow and even blue on the awning. The company boast of ‘flame broiled since 1954″ in contrast to chaos of the day.  Contrasts make this picture!

Color

Color theme of Burger King

The colors of Burger King logo are replete. Start in the whites of words and smoke haze and inferred in the buildings. Red in the brick and flames, orange in the flames and a lighter tint of the firemen’s uniform that almost matches some of the flames, and blue in the circle and awning above the firemen’s head (oops forgot to circle that one). A very nice contrast of billowing black to set the reds and yellows off nicely!

Proximity

The proximity of the words give them importance on the right and at the bottom of the page.  I like the two different sets of firemen close to each other with space in between. Of course the flames and black smoke are good together, but even the untouched sign with the flames leaping above tell the story of “flame grilled” very nicely.

Conclusion

I’m wondering how many photos David Miami went through to find this perfect photo? I don’t know if the colors were enhanced but I would have done so to create a very black black that would contrast and show the “Flame Broiled” words along side of leaping flames and the intact logo with the flames on top. The repetition in the flames enhances the message. Delightful and rich in color and contrast. The firemen walking together and the words close together create an importance and allow us to walk in and get the message quickly. This picture makes me laugh in an almost horrified way so I’m not going to forget this one!