Month: January 2020

The purpose of this Reverse Engineer Project is to analyze the use of the four basic principles of design that should appear in well-designed ads.

• Proximity
• Repetition
• Alignment
• Contrast

Link: Coco-Cola by advertisingrow.com

Proximity

In this ad, there is no fear of empty space. The giraffe and the coke can are related, because they are both long so they are placed one on top of the other. Because there is in just one image centered on the page, there is only one place for your eyes to go. There is no question where to look. There is no question about  the focus of the ad. Just below the ad is the slogan. The proximity to the can shows the relevance to the image.

Repetition

The colors red and white use the principle of repetition. Because the entire ad is red and white, it is more than just being consistent with colors, it is a conscious effort to repeat with just two colors. The colors unify the ad. Everyone knows that red and white=coke.

Alignment

All the items on this page are aligned. Nothing is arbitrarily placed. It is centrally aligned purposefully. The slogan is aligned just beneath the can to present a cohesive unit. It has a clean, organized and minimalist look. You can see a strong line running down the center. The alignment creates a calm feeling. The alignment of the giraffe behind the can creates the image of the can being the neck.

Contrast

One way contrast is created in this ad is in the fonts. Two very different fonts are used. It is said that if two items are not the exactly the same they should be completely different. That is true with the fonts used. Not only the type of font, but the size of font is totally different as well. Another contrast with the font is one word is going vertical and the slogan is going horizontal.

Conclusion

In this ad by Coca-Cola the four basic principles of design are clearly implemented. The contrast of fonts is powerful. The repetition of the classic red and white colors is familiar. The central alignment is done with purpose. The proximity of the slogan and the can create one visual unit. The final result being a simple, but effective advertisement. It is clever in its use of a giraffe known as the animal with a long neck.