Hope for Paws is a rescue organization based out of L.A and
I wanted to help raise awareness of their company. I grew up fostering dogs
within my own home so I felt passionate about this organization.
What I was trying to accomplish:
You'll usually see adoption ads and humane society ads with
dogs IN them. I wanted to do a sequence of advertisements with the absence of
dogs. I wanted to show the absence of dogs because I want to try to communicate
that these dogs are not in the ads because they are on the streets, hurt, or
being euthanized. They require our help to be rescued. So I thought of
everything that dogs loved, and then portrayed those things without the actual
dog- as if the dog were invisible.
Here is a print ad.
Then here are my two billboards
Design principles:
Composition and Typography:
All of the key dog objects I tried to place on the rule of
thirds. I really wanted to draw the eye to the objects. I tried to be very
careful about the placement of the objects. For example, when taking these
photos I tried to use the snow to my advantage to accentuate the collar at the
end of the leash to contrast with the snow. For the typography I wanted
something very simple and similar to the font of the organization. I designed
the logo, slogan, and then the email address at the bottom with a simple bolded
sans serif font. I didn't want the typography to take away from the image so
then I thought of connecting the typography to the image through color.
Color:
I wasn't planning on fooling around with color as much as I
did. When I took the photos I felt like there were so many colors and so many
things going on that I realized I ONLY wanted the dog associated objects to
stand out. So I changed everything to black and white except for adding the
natural colors of the dog objects. I wanted to convey that these things bring
life and color into a world just as a dog can do into someone's life. I wanted
to attach the name of the dog "Spot" to the object. I decided to name
the "invisible" dog Spot so I color coordinated the object with the
font of "Spot"- so in the mind of the viewer they go hand in hand.
Gestalt Principles:
I tried to incorporate a couple of gestalt's theories. One
of them is in the leash print ad where I tried to use his continuation
principle. The eye regularly starts at the top left hand corner of the page so
that's where I made the leash start and then I wanted the eye to continue down to
the empty collar. The other principle I tried to use was closure. I'm hoping
that through these ads the viewer is trying to fill in the information that
isn't there. I want people to start thinking and filling in the gaps.
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