Analysis of Project in the Real World

The advertisement draws the eye, and the attention of the viewer, with a unique visual and a simple, straightforward message. It combines eighty percent emotion with twenty percent logic, and appeals to a broad audience.

The composition itself is visually interesting, creating a clear focal point. “When you determine what to emphasize and what to de-emphasize, you are establishing a focal point. Position, size, shape, direction, hue, value, saturation, texture of a graphic element, or an anomaly (a graphic element or image that deviates from the rest), all contribute to creating the focal point of your ad.” (Ch. 9, Page 6) I used the rule of thirds to place the focal point, and bright color to distinguish it from the rest of the image. The same color which distinguishes the focal point is used to draw attention to the slogan, “Have Fun,” allowing it to give a visual impact to the viewer.

“Most designers mix faces when they want distinction between display and text type. Other designers mix for conceptual, creative, or aesthetic reasons. The obvious reasons for mixing faces are to achieve differentiation (for example, to make captions distinct from text) and to add contrast to the visualization of a concept.” (Ch. 8, Page 4) In the case of this ad, typefaces are mixed to distinguish between the logo and copy, and create emphasis on the copy. It differentiates the copy from the logo, but does not draw away from the importance of the brand itself. “A general rule is to restrict your designs to no more than two (or three) typefaces.” (Ch. 8, Page 5) While this design technically pushes the limit at three, including the text of the logo, it works well due to the visual harmony of the elements.

“Being concise is critical. My mother used to call it “short and sweet.” My colleague Professor Alan Robbins advises students to delete what can be deleted while still retaining meaning.” (Ch. 6, Page 6) The copy is strong in that the two-word headline retains its meaning, and says more than a longer headline would.

Overall, strong copy, visuals, and a well thought out relationship of the elements in the advertisement make it visually interesting, drawing the reader’s eye. The message of celebration, as well as the wholesomeness of 100% apple juice, keeps their attention.