Ad Analysis
This design by Kaela Ante, was pretended to reach mothers and children as a target group. The main idea was to promote the idea of becoming since childhood with the support of parents and teachers. The past poster is one of a printed collection in which various children are drawing with Crayola. This particular composition was picked for this analysis due to the children’s expression.
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Design Analisis
This design uses repetition to support the brand, especially in color. the crayon stroke is also reinforced on the picture of the detective which is the focal point, there is a negative space well balance and, the visual line follows a spiral imaginary line. This line creates a hierarchy in the composition leading the viewer to travel from the dream of the kid, towards the lower right corner of the image where the crayon box is placed, passing through the text, and finally ending in the sight of the child.
For this composition, it is important to notice the expression on the kid’s eye, the curiosity, the excitement, and his trust in someone, as some kids would say: his grown-up, The child ‘s body language suggests his intention to share his story.
This design is effective because the message reaches out to the two main targets. Mothers are called and children can get ideas of how to use their crayons, the message “let them color their way to a brighter future, appeals to the desire every parent has for their children. and the repetition of elements reinforces familiarity with this well-known brand.
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Color Scheme
This is a full-color design. because the secondary target group is children, it calls there attention. The white background takes place instead of a paper also connoting that a child is a blank canvas in which a whole future can be drawn. The green color of the logo is part of the box, used on the text and placed on the right corner as a brand strategy.
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Typography
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typography in this composition contrast in size, typeface but not in kind. Both are sans serif. The upper text is a resemblance of a kid’s handwriting, its texture and variable-width contrast differs from the lower text box, where the width is constant. As for the lower text box, the typography has a wide x-height which allows legibility. This feature allows the text to stand next to the box maintaining visual harmony.
New Ad Proposal, Design, Color and Typography.
To respect the idea of the previous campaign, a picture of a child was used. For this campaign, the item to be advertised is a box of markers from the Crayola brand.
Following the concept of the previous campaign, the appealing message was placed inside the thought bubble. The age of the child is 2, so the message goes according to what she could be thinking. Her body language and the expression on her eyes support that message. The message to the adults; in this case, the target group was expended; parents, teachers, tutor, baby sitters, is placed below the bubble and aligned to the left, the typography used is Avenir next in the width regular and bold. The shoot was taking on the floor since that is the comfort zone for many children, also giving a sense of familiarity, making them the secondary target group.
The visual line created is a loop that goes from the thought bubble down to the text, the color of the pants of the little girl and the way she is holding the marker calls the attention, leading up to the message again. The girl is holing the marker showing the Crayola logo, which leads us to see the box of markers on the lower right corner of the composition. this composition also has repeated elements, the color of the marker is the same as the bubble thought contour and the text inside. the green color of the Crayola logo is repeated in the text for the target group and the upper corner. the dominant colors fro this composition are yellow, orange, brown, dark green and the contrast magenta.
Conclusion:
The new ad supports the previous campaign by using a similar layout and element placement. The concept of children as a blank canvas allows both of these ads to reach out to the target group. Both ads appeal to the desire for success parents wish for their children. Colorful designs call the attention of children and they help to draw attention to their parents. With the new campaign, another item is introduced, by using the same construction and similar elements, the new item (markers) becomes familiar and associated with the brand. This will allow Crayola company to increase its sales by approaching an expanded target.
This composition has a color, font, and image weight as a contrast. Due to the light behind the silhouette and its placement, there is a separation of the woman, dark sky, and water showing a clear contrast between light and shades. The bright colors of the crown, the white and green typography, the bright colors of the circus tent and the lights over it also contrast with the background.
The sponsors block it’s located before and next to the first vertical line of the rule of thirds, perpendicular and centered to it stands the promotional information block.
The name of the Cirque du Soleil it’s placed on top, center, and bottom of the image, reinforced by the tent itself. Colors are repeated also three times each alternating between them. Tones of yellow found on the crown, the tent and the sand, Tones of green on the feathers, the ornaments of the crown, the forest, and the description of the play. Blue which it’s visible on the silhouette, tent and the effect surrounding the image. the last elements repeating are the two lines containing the information of the ad.
Perception towards Innovation 