We all see creative ads on a daily basis. We find them everywhere—HBO, Google, Netflix, Walmart, Vogue, and so many other mediums. We take them for granted and don’t really recognize the fact that it’s NOT a literal image. I did’t realize how often I skimmed over a figurative, creative ad until I made one of my own.
Swept away is an ad for Libman Brooms that shows sweeping can become a fantasy and not a chore. The ad is depicted below in two different formats.
The principles of design are present but not overwhelming within these ads. Contrast is strong between the woman’s dress and the rest of the image, and even within the image there is contrast between the ballroom and the living room. The white walls stand as stark contrast for the title, and the tiled floor even provides contrast against the wood floor of the house. Alignment is evident in the typography. I even worked on aligning the horizons in the room so it felt consistent and real. There is distinct proximity surrounding the logo and type, as well as the princess with the broom. Repetition is found in the patterns throughout the room. The floors, and walls repeat patterns, but the contrast between the two patterns brings a break in the repetition.
Typography is a crucial part of advertising, and it is no different here. I used two main typefonts for my ads. First, I used Script for my title, which is “Swept Away.” Specifically, I used Freestyle Script to create a sweeping effect with the words. For the body and call to action, I used a Serif font of Sitka. This was meant to stand out less than the title, but still be easy to read and aesthetically pleasing.
Colors communicate messages just as words do. For these colors, I really tried to stick with a neutral theme (except for the princess’ blue gown). The dress was meant to stand out and be one of the first things the audience notices, which would then draw the attention to the broom and the environment she was in. The type colors match the colors of the rest of the ad, with the title’s color pulled from her dress and the body’s color pulled from the ballroom.
Finally, photography played a critical part in the image. Finding every element as an actual image and not animated was tricky, but it played an important part in the total cohesiveness of the image. The pictures were all found on pixabay, and were public domain images. The ballroom was a warmer climate than the house she danced from, which presented the appeal of a fantasy and drew the audience to that side of the image.
My ad was created for 18-24 year-old women who consume media mainly from magazines and blogs. This is why I chose a half-paged ad for a magazine, as well as a static blog ad. These women have graduated from high school, are in a relationship and have an average annual income of $40-59K. The message communicated is that brooms will not only give you a clean floor, but also sweep you up in a fantasy that you only read about in fairy tales.
The minimum requirements were actually really interesting because we had to create our own creative ad, but use an actual company logo as part of the creative process. We also were required to include some typography and apply the principles of design, which you saw. The most important part of the project was blending two images together in a creative and figurative way. Basically, if I could go out and take a picture of my ad, then what’s the point of Photoshop? Obviously you wouldn’t be able to take a picture of two rooms blending together, which is the creative element of my ad.
Finally, the photography attribution is found below.
Photoshopping these images into one cohesive ad was a unique experience. It taught me that even when I’m not cleaning, I can still get swept up in something I normally don’t enjoy. Spending time working on this project taught many lessons. Next time you’re doing something, notice when you get swept away, and what it is about that activity that sweeps you off your feet.