Calling All Beach Bums

By Ana Kendall
By Ana Kendall
By Ana Kendall
By Ana Kendall
By Ana Kendall
By Ana Kendall
By Ana Kendall
By Ana Kendall
By Ana Kendall
By Ana Kendall

Introduction

I absolutely love the beach. My husband loves the Hollister brand and he just looks so relaxed when he wears clothes from this store. He absolutely loves the beach theme and so do I. The beach and all things related to it remind people of the freedom they get from their stressful lives. It is relaxing and soothing. My aim is to target an audience who want a vacation from life and enjoy the relaxing vibe of the beach. They can be free from their worries and be inspired to be what they want, without sacrificing comfort.

Design

I used a beach vintage type of feel to my whole project. I want to remind people of happy times, much like what is experienced while looking at an old photograph. These are fond memories that are experienced over and over when they are triggered through visual images. That was my goal with the vintage-looking ads. The sunlight played a big part in the overall composition of each ad. The nice glare that comes through depicts a carefree lifestyle. These elements work together to give my overall design the feel of a vintage beach getaway.

Colors

My overall color scheme is made up of oceanic blues and vintage type of hues such as light brown and sand. The blue background in my slides are to promote the feeling of being in the ocean. Blue also reminds me of a surfboard and the seashore. The white color in the ads and some of my text provided nice contrast to the blue used in the background of my slides. The white, bright sunlight and the brown, sandy hues contrast the ad nicely. It reminds the viewer of what a reflection with oneself would look like while basking in the warmth of the natural beauty that is the sun.

Typography

I used a Kozuka Gothic Pr6N font in my ad to contrast with the slab serif logo of Hollister. In my new ad I scattered the letters of the text a bit and made them different sizes to match the first ad. I changed the placement of each letters to be a bit higher or lower than the others. This unique attribute gave the words a carefree characteristic, as it was literally outside of the normal horizontal text form. My goal was for the flow of the text in my new ad to look easy-going and happy-go-lucky. I used the Ravie font on the template for all my slides throughout because it looked pretty beach-esque. This font is a slab serif to contrast with the first one, a sans serif. For the transition slides I used both contrasting fonts in different colors to balance each other out.

Conclusion

Overall, the vintage and beachy feel of my ad was effectively communicated. The color scheme/old photograph look of my ad will pull in prospects. They will be taken on a walk down memory lane and be reminded of care-free moments they have had at the beach. This brings a feeling of comfort and desire to feel that way again. The viewers will be drawn in by the stress-free atmosphere my ad promotes. They will feel free of worry and be inspired to do what they want, without being weighed down by life or judged. The promise of setting yourself free will persuade people to come back time and time again.

Outhouse Needs Good Toilet Paper

By Ana Kendall
By Ana Kendall

Introduction

I had to pick my husband’s brain in order to get some ideas on how to construct my ad since it is suppose to appeal to men. Being outdoors is something most men have in common. In order to appeal my ad to men I used a picture of nature that shows its beauty yet also gives an idea that it can be unforgiving, especially when it comes to nature calls. The outhouse is something that all men can relate with as I’m sure all men have used at least one in their lives. My target audience was for men who view magazines and social media. My specifications were a magazine half-page ad and a Facebook ad.

Overall Design

I found a nice picture of the woods which shows the beauty of nature, and added the outhouse to the scenery. The rocks and stream below, as well as the outhouse, show that while nature is beautiful it can be very rough to dwell in. I used a picture of tree bark toilet paper which I thought would be a nice touch to contrast with the softness of the Charmin toilet paper. I made the overall design look rough to fit the purpose of the ad, which was to draw in viewers to buy Charmin and partake in the added benefit of taking the toilet paper with them when they are in nature. That way they don’t have to wipe with tree bark or leaves, but the soft comfort of Charmin. Anywhere you see Charmin or the referencing headline there is a soft element to it.

Color Scheme

The color scheme in my ad is made up of the kind of colors you would see when you are outdoors, hunting or camping. This helps to remind the viewers of what it’s like to be outdoors and partake of the nature around them. I chose green, brown, orange, gray, blue, and white colors. Most of this was for the nature theme but the white and blue was mostly for the Charmin toilet paper logo and to portray softness. The harshness look of the outhouse plays perfectly into showing viewers that as rough as it is outdoors you can still have comfort in the most sensitive plumbing matters.

Typography

I used Showcard Gothic for the large heading at the top of the ad and made it an orange-brown color to make it look rough. In contrast, I used Eras Demi ITC for the body copy at the bottom to make for easier reading. I also added the surrounding white shadow to make it stand out and show softness in contrast. The heading font was done to attract the attention of the reader. It has a very rough-looking color to it and the font was enlarged for easy reading. After reading the heading, you can see the outhouse and get the feeling of what it’s like being outdoors and having to go to the bathroom. Then you see the bottom text which has a soft, comforting feeling to it. The whiteness surrounding the text was done to create a delicate and smooth feeling. This comforts readers when they realize that Charmin cares about the bathroom habits that go on inside all the outhouses of the world.

Conclusion

My ad design did well in attracting male readers. The woods and outhouse will immediately call attention because outhouses are naturally humorous and eye-catching. The design of the text at the bottom of the ad communicates a final feeling of comfort and satisfaction. This will cause viewers to associate this good feeling each time they hear or see Charmin. This will lead them to purchase Charmin toilet paper, which is the overall purpose of my ad.

Persuading You to Find the True Meaning of Christmas

Page 1 of Magazine spread

Page 2 of Magazine spread

Page 3 of Magazine spread

Introduction

I used an article by President Thomas S. Monson published in the Liahona in 2012. Link:

https://www.lds.org/liahona/2012/12/rediscovering-the-christmas-spirit?lang=eng

My focus in the design of this spread was the true meaning of Christmas. Being as the article itself is about the Christmas spirit, I only thought it natural to enhance on this topic. So often during the Christmas holiday we get carried away with the materialistic nature of it that we tend to forget why we celebrate in the first place. The article touches on discovering the Christmas spirit anew so in my photos I wanted to depict a cozy feel to it and also reference our remembrance of Christ.

Photographic Elements

The first photo I used for the cover was of a piano with an open hymn book and Christmas decorations surrounding it. Just above the hymn book you can see a picture of Jesus cut off  bit. The piano, with the decorative lights and open hymn book command a reverence to the photo of Jesus standing just above. This dynamic represents the praising of our Lord. The photo of Christ reminds us that we celebrate Him during the holiday season. He is our focus, but is often left off to the side like the photo represents. We draw near to him with our hymns, but are we really turning to fully see him? The second photo I used is of a traditional nativity set with wrapping paper laying on the floor in the background. The nativity set has lights around it to portray a holiness to the birth of Jesus. This is to represent the Christmas story which should be our focus, especially around Christmas time. The gift paper laying in the background is blurry and unfocused. It represents the worldly holiday traditions which are less important and distracting. These should fall to the background of our lives as we focus on the Savior’s birth.

Color Scheme

Tints and shades of red were used throughout the spread. This was due to the photo of the Christmas flowers decorating the piano. It is also a color seen a lot around Christmas time and people often reference this color to this holiday. I used a very dark red for the body and a lighter red for the title and pull quote. I also used a red bottom stripe to tie the pages together with the cover page’s red stripe. The background color of the pages I determined using a tint of red mixed with a neutral beige. I wanted something that blended in with the color of the wall near the piano. The reason for this was to make the piano stand out more. Then I carried over to the second page and third page, a different tint of the first page’s background color.

Typography

I used a Gabriola font for the title of my spread. I purposely made the Christ in Christmas a different font, Tahoma. The Tahoma font is a Sans Serif font, whereas the Gabriola is not, so I used that font to make Christ stand out in the word Christmas. Thus, giving the rest of the body text a strong start and the reader a clue as to the stance of the article. In the body text and headings I used the font, Tahoma, to contrast with the title. To make the headings stand out I made them in all capital letters and put them in bold. In the pull quote I used the Gabriola font to make it stand out among the body text of Tahoma.

Overall Design

My targeted audience is adults and all who feel they have lost the Christmas spirit each time it comes around. I tried to reach those that felt something was missing in the Christmas holiday and those who didn’t quite feel the spirit of Christmas. Adults get so caught up in the gift-giving and trying to make their children’s Christmas magical that they tend to forget the true meaning of it all. By using a photo of a display of the nativity scene I hoped to show that most of us have this type of setup around our house at Christmas time, but we don’t really stop to think about the story behind the miniature display. In order to feel the true spirit of Christmas we need to focus on Christ and his birth. In my nativity scene photo I included wrapping paper in the background, blurred. My intent here was to show a contrast between the less important festivities and the true meaning behind the Christmas celebration. In the piano photo I hoped to draw in the audience by setting a reverent tone in the dim lighting. The picture of Christ cut off a bit gives a clue that we focus on Christ at times, but tend to leave him in the background too. The open hymn book was to show what we do around Christmas time in singing Christmas songs.

Conclusion

Overall I hope to help my audience to come to a realization of where they stand with their Savior and how they can remember him. I want them to improve the quality of their Christmas celebration and really make it about Christ. I want them to feel an abundant Christmas spirit, especially around Christmas. With my design of dimmed lights to show reverence, and red shades to reminisce in Christmas, I hope to start everyone on the right track. In viewing my design I would like others to feel a warmth and joy for the holiday.

 

 

Photo of Christmas Piano & Christ
Photo by Ana Kendall
Photo of a miniature nativity set
Photo by Ana Kendall

Contrasting Type Comforts the Reader’s Appetite

Panera Bread Ad featured on Sonoma Magazine
Panera Bread Ad featured on Sonoma Magazine’s Website

This ad was featured on Sonoma Magazine’s website in 2011 to advertise a new chicken noodle soup at Panera Bread. This ad used a comfort food as it’s focus and composed the entire ad around the concept of comfort to persuade readers to buy the new chicken noodle soup from Panera Bread. The design has a very soothing tone.

Type #1: Slab Serif

Ad for Panera Bread featured in Sonoma Magazine online website

The top portion of this ad consists of a Slab serif typeface. There is a small change in the thick to thin transition within the letters. The ascenders contain horizontal, slab-like characteristics. Overall, the typeface is very easy to read. This is the kind of text I would enjoy reading within a book.

Type #2: Sans Serif

Panera Bread Ad featured on Sonoma Magazine's website using Sans serif Type

The second half of this ad used a Sans serif typeface. There is no serif found in this text. The curved bracket is missing from all the letters. There is no thick to thin transition as all the letters are the same thickness throughout.

The Contrast

The color of all the text in this ad is a soft brown throughout, but there are strong differences that make the ad come together and feel complete. The form of the Sans serif type is very different from the Slab serif, however both types are easy to read. The Slab serif font size was enlarged, to make it look bigger than the lower text. The purpose of this is to call on the reader’s attention and make them think this needs to be read first. There is a very subtle, light-green hue outlining the brown letters, which adds nice contrast. This further spotlights the text. The light-green hue looks like a lighter version of the color used in the Panera Bread logo.

The Sans serif characters that follow are in a different form than the Slab serif. They are all upper-case letters, but they are a smaller size than the Slab serif type. The weight in these letters was increased enough to distinguish itself completely from the text above. There is also a subtle shadow surrounding each letter in the Sans serif typeface.

Conclusion

With the light-pink hue of the background, and the dark brown letters of each typeface, both the Slab serif and the Sans serif types stand out. Their very dramatic dissimilarities complement each other and bring the ad together as a whole. The soft brown color used in the text derives from the brown in the bread bowl featured in the ad. Each characteristic ties in nicely with the purpose of the ad. The color scheme used exhibits a comforting and inviting quality that a chicken noodle soup represents. This is the essence of the ad. It attracts the reader and then directs them on where their eyes should go next, making for a phenomenal viewing experience that prompts them to buy Panera’s new chicken noodle soup. The ad serves it’s purpose.

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