Final - Advertising Campaign

I did a print ad campaign for a dance costume company.

3 Design Principles:

Typography – I tried to make it look like the “n” at the end of “malfunction” is falling off to sort of add to the feeling of things going wrong and not looking right.

Asymmetrical Balance and Movement – I tried to create balance in the composition even though it wasn’t a symmetrical balance. I think it works well because the layout creates a clear pathway of movement for the eye. It starts with the headline at the top and the “n” falling off leads you to the animal and from there your eye goes to the little girl in costume and the curve of her body leads you to the web address at the bottom.

Similarity and Proximity – I used the gestalt principles of similarity and proximity to make the message clearer to the reader. I put the headline and subhead close together at the top and in the same color so that they would be perceived as a group. But I used black for all the text to help connect the top portion of the ad with the bottom portion so that, even though they are separated somewhat, they would still feel unified and like they are part of the same ad.

What I was trying to accomplish:

With these ads, I wanted to convey the benefit of guaranteed on time shipping in a way that would stand out and be engaging to the reader. I wanted to get an emotional response out of the target market. I wanted to remind the audience of the stress and anxiety of late costumes but I also wanted to create some humor that would leave them feeling good about the ad and the company.  The hope would be that the emotions connected with the fear of late costumes and the positive feelings connected with the company would lead the target market to choose Curtain Call next time they buy costumes.