Coca-Cola Zero Sugar

INTRODUCTION

The Coca-cola ad appears to be targeted at both females and males of any age, as most age groups drink Coca-Cola products. The ad intends to send a message about the new product of Coca-Cola  with zero sugar “Tastes more like Coke, looks more like Coke”.

Image source : https://www.cokecce.co.uk/news-and-events/news/coca-cola-zero-sugar-launches-with-10-million-campaign-to-encourage-more-people-to-choose-no-sugar

Design Analysis

Contrast and Color

The first thing that you notice about this ad is the good contrast in color and text. The designer used two complimentary  colors(red and white) to create a visual interest to the viewer. The colors do not only contrast nicely, but they also match the colors of the company logo Coca-Cola. These colors are nice together, easy to read, and do not put strain in the reader’s eyes.  A difference in text size have been used to create emphasis, and draw the readers attention to the message “Taste more like coke, looks more like coke”.

 

Proximity

The designer of this ad has created a relationship between the people in the picture and the product being advertised by placing them close together. I like that the words “New Zero Sugar” have been placed such that they are close to the advertised product, therefore creating a connection between the two.

 

Alignment

The Coca-Cola logo has been properly and nicely aligned with the slogan”Taste the Feeling”. Also, the message (“Tastes more like coke,looks more like coke”) has been aligned to the right for the purpose of creating order within the advertisement. No element has been positioned arbitrarily in the ad.

 

Repetition

This design shows repetition through the use of the same type font for the main headline and the company slogan. The color theme red and white carries throughout the ad. The straws are red and white, the models are wearing the same colors, and these complement the company colors to create a neat look.

 

Typography

The designer used a different font category for the title, which contrast very well with the Script category used by the company logo. I like that the “zero” has been written in a different category, and is bold. It creates emphasis and draws the reader’s eyes into it.

 

NEW AD ANALYSIS

 

Alignment

Alignment in this design has been achieved by placing elements in such a way that they visually connect with each other. The company slogan is aligned with the branding on the glass of coke, and the word “NEW” is aligned nicely with the logo to create a connection.

 

Proximity

Proximity refers to placing elements in a design closely together to create a relationship. The company logo and slogan are related, and therefore have been placed closely to each other. This makes is easier for the reader to associate the slogan “Taste The Feeling” to the company. The glass from which the couple are drinking from has been placed closely to the words “New zero Sugar”, and this again makes it easy for the reader to visualize an association between the two.

 

Repetition

This ad design conveys a repetition of color and the font type. The color blue, red and white appear more than once in the design, creating a uniform look for the advertisement.

 

Contrast

Contrast has been achieved in this ad by making the message “Taste more like Coke,looks more like Coke”, and the word “zero” to stand out. The use of a big and bold font for these words grabs the reader’s attention to them. The text type used in the ad is very different, therefore it contrasts well with the one used in the company logo.

 

Color

For  lack of a better picture, I decided to used this image with a little blue in it, and I created a matching background. The combination of blue and red proved to be not bad. Blue is a cool color and red a warm color, so combining the two provide balance in the advertisement, and a more defined contrast.

 

Typography

The size of text varies in this design, the bigger text is likely to get more attention from the reader. The words “New zero Sugar” has also been written in two different fonts to create a nice contrast.

CONCLUSION

The original and new ad work together because they use the same design principles, more especially color and typography. It can be easy for the reader to associate these two ads to the same company at a first glance. The product advertised becomes the main center of attention for both ads because of these design principles.

The use of Typography and Photography

Introduction

 

The original image was retrieved from the internet http://www.newdesignfile.com. This image is used for the purposes of reverse engineering design project.

Category Identification

The layout uses 2 different type categories , namely  San Serif and Modern. The title “family time” is written in modern. It has horizontal serifs that are very thin and not easy to recognize at first glance. This category looks really elegant, with thin strokes and very thin transitions on the letters.  The subtitle “Go Green” is written in San Serif, meaning that it does not have the serifs at the end of the stroke.The letter form has no thick/thin transition in the strokes, letters are perfectly vertical.

Typeface Contrast

 

In this layout, there is a bit of contrast in size, the used typefaces are in different size. The title has a bigger size that attracts the reader into the page. The designer could have done better by adding more weight on the title to create nice contrast on the page. The repetition of color green creates a uniform look across the page, and it also creates contrast in color. Green is, however, a cool color and it recedes before our eyes, but because the designer used it repeatedly across the page, it creates a well organized, and strong contrast.

Photography

Image Retrieved: https://za.pinterest.com/

The photograph above can be broken down into thirds, both vertically and horizontally. The use of grid lines while taking a photograph helps the camera to focus on the point of interest. The mother and child in the photograph are a point of interest in this scene.

The horizontal straight lines formed by the green grass and landscape across the image, draw our eyes into the photograph scene. The lines makes the image more balanced and interesting to look at. It constrains, and pulls the human eye into focusing on the image, instead of wondering around.

Alternate images for Layout

The images below are of a child, standing near a garden. They were composed by following the rules of photography using a smartphone. I used a grid to position the child as the point of interest in the image. The back concrete slab forms a horizontal leading line that goes across the image.

Image 1:

 

Image 2

 

Image 3

Summary:

The typography and contrast works well together. The combination of visible, easy to read typefaces and contrast has created a well organized magazine page. The designer needs to use contrast of weight, to create a strong cotrast between the title and the subtitle.

Nivea Melt-in Mask

Nivea Sleeping Melt-in Mask

The image has been taken from the official Facebook page of NiveaSA. Nivea Sleeping melt-in mask is an anti-aging cream that reduces the appearance of wrinkles over night. The image has been used for the purposes of reverse engineering analyzing the design principles such as proximity,alignment, repetition,contrast and color . The image can be obtained from https://www.facebook.com/NiveaSA/photos

Proximity

The text and the image of the product are well organised within the page. It is easy to notice the relationship between the cream, the face and the text at the bottom left, and this instantly gives the reader a clue of what the ad is about. Everything is closer to each other and relates well.

 

Alignment

The text in this advertisement is flush-left aligned, opening space on the advert to put an image of the actual product. The bold text “Wake up to more youthful looking skin” is aligned with edge of text “New”. It is also aligned to the bottom of the face cream product, thus creating a unified look and feel.

 

Repetition

The principle of repetition is shown by the use of bold font. We see words “NIVEA” and “NEW” appearing more than once in the page, written using the same typeface and font. The repetitive use of white dots at the top gives a nice visual idea that the cream is indeed to be used at night time.

 

Contrast

The use of bold font creates contrast and draws the reader’s attention to the ad. Contrast is also created by the use of a pink color for the word new, which then makes it stands out and creates an  interest in the page. I like that the color is not closer to the other colors used in this ad. The use of warm (yellow) and cool (blue) colors also creates a nice visual contrast.

 

Color

The advert has used  colors used by the Nivea brand in almost all their products. The use of these colors creates familiarity, and customers can find it easy to associate the ad with the brand before reading what it is about. It is nice to see that Nivea has used analogous colors, a combination of colors next to each other on the wheel. The ad also combines warm and cool colors, and it provides a balance on the piece.

 

The designer has done a great job creating this advertisement. It shows the use of all four design principles, including the use of appropriate colors. These design principles are used in such a way that they are interconnected, for instance, the text shows a combination of contrast with repetition by using the same bold font.