This book cover title “Positively Dangerous,” plays on figure and ground with the ascender and descender of the letter “p” and the letter “d.” The leading between words allows the ascender/descender to flow into each other. (I was unable to get the scanner to scan the entire cover.) If the entire cover were seen, however, the distinctiveness could be seen better.Example of C.R.A.P.
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| Sauza Advertisement |
This advertisement for Sauza follows C.R.A.P. in the following way:
C = the swirl of the liquid is a very unique element on the page. Its movement is fluid and directive.
R = the fonts used in the advertisement (top of page, ice cubes and tag line) are repetitive.
A =the swirl aligns itself horizontally with the text at top and bottom of the page. And it causes your eye to drop straight to the images (the product, as well as pitcher the liquid poured from and the glass it was poured in) in the lower right corner.
P = the swirl dropping down to the bottle puts the swirl and bottle in proximity. As well the text at the bottom of the page is lined up with the images on the bottom right.
I feel this is a good advertisement—I was drawn to read the text on the ice cubes which tell the story of how a group gathered for a book club drinking margaritas made from Sauza will have a great evening.
I like the Sauza ad because of the way the principle of alignment is working. I chose my "Got Milk?" ad for the same reason: elements don't have to align in right angles like a grid, but they can sweep and swirl diagonally through the page to be impactful.
ReplyDeleteI also think this is a excellent ad. I happened to choose an ad with very strict horizontal/vertical alignment, but this is a great example of alignment on a more curved axis. The colors also provide a great contrast to the white space of the page.
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