This purpose of this post is to analyze the design principles used in the Choose Print advertisement above found on the chooseprint.org web page. This advertisement, featured in the November/ December 2017 issue of Graphic Design USA, details why print advertising is effective and environmentally advantageous for businesses. The design principles analyzed are contrast, repetition, alignment, proximity, and color.
Contrast
This advertisement uses contrast effectively in its use of typography. The block style print is contrasted with the script in the heading found at the top of the page. The size of the font also provides contrast. The font in the heading is large and the font at the bottom of the page is quite small. Contrast is also displayed in the choice of colors. The bottom-left corner is black with the top-right mostly white or light. This advertisement uses a nice balance of contrasting elements.
Repetition
The most evident use of repetition in this ad is the color green used throughout the design. The green color block on the top-left side of the page is displays the important information in the ad. Smaller pieces of the small green can be found on the woman’s shirt, the apple, and the company logo. These are found throughout the page, keeping the reader’s eye moving around the advertisement. Repetition can also be found in the word “PRINT” that is styled with the same font at the top and bottom of the copy.
Alignment
This advertisement uses two types of alignment. The headings and logos are styled with a center alignment, while the copy is styled to the left side. The two types of alignment work well together because of the placement of each style. The center alignment above and below the copy provides balance within the design.
Proximity
Effective use of proximity is used throughout this design. Each section of information is grouped appropriately with the use of font style, font size, and alignment. The sections are clearly defined with adequate space separating the groups of text. This makes the ad more organized and easier to read.
Color
The color scheme used in this design is an analogous color scheme. The colors aside from the image are shades of green and yellow, along with neutrals black and white. Green is often associated with nature, renewal, and the environment. Yellow is associated with energy, optimism, and enlightenment. Choose Print is a campaign promoting print advertising as an environmentally friendly source of advertisement, making these colors effective choices in alignment with the message that they are wanting to promote.
Conclusion
This advertisement uses the design principles of contrast, repetition, alignment, proximity, and color to effectively promote their message. Through the use of the design principles mentioned, the designer has made the advertisement eye-catching, easy to read, and memorable, all things that are important in advertising.
Designs by Jenn 