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.