Titleist Golf Ball Ad Campaign

Titleist Golf Ball Ad
Created by Samantha Hirshberg
http://www.samanthahirshberg.com/titleist

Introduction

This ad for Titleist golf balls was created to appeal to golfers through depiction of the natural beauty found on a golf course and to promote this specific golf ball as a superior choice to other brands. The designer used a high-quality photo to create a sense of nostalgia as demonstrated by a golf course’s peaceful setting and serene landscape. The golf ball in this ad conveys a sense of superiority to other brands through its professional appearance and through the slogan found in the ad.

The designer for this ad has used professional techniques commonly found in these types of advertisements to catch an audience’s attention and promote this specific product. The following design techniques will be analysed in more detail for the professional ad:

  • Design (contrast, repetition, alignment, and proximity)
  • Color
  • Photography

Design Analysis

Proximity can be seen in the professional ad in various places. It was used to group certain elements in the ad that go together. The title and logo were placed in proximity to show their relationship with each other and to give information and intent for the ad. Proximity was also used with the golf ball and a slogan to convey the benefits of this product and to show their relationship.

Alignment can also bee seen in the different elements of the ad. The title and logo are given a center alignment with each other in the upper-right corner of the ad. The logo and wording below it are then given a right alignment with each other. Alignment can also be seen with the golf ball. The ball is given a center alignment with the golf tee. The brand and model number on the golf ball also have a center alignment with each other and the golf ball. The slogan on the side of the ball is aligned with the bottom of the model number on the golf ball.

Repetition can be seen in this ad through the fonts and color scheme. The same font is used consistently for the logo in the ad. A sans serif font is used consistently through the rest of the wording in the ad. The same colors are used consistently in the ad as well. White is used in multiple places for the wording in the title of the ad. The red color is used repetitively on the golf ball and in the title. The dark-colored font is also used consistently on the golf ball and the slogan next to it.

Contrast can be seen in the ad with the fonts used. The script font used for the title contrasts with the other sans serif fonts used in the ad. The colors used for the words also contrast with each other. The red and black fonts contrast with the white words. The size of the fonts also provide some contrast in the ad. The larger title font is in contrast with the smaller words surrounding it. Contrast is also seen in the colors of the elements used in the ad. The bright sun contrast with the dark background next to it. The white golf ball also contrasts with the coloring of the various elements on its edges.

Color Analysis

There are a few different colors used in this ad. The main colors are red, green, white, orange, and black. These different colors can be seen in the various elements in the ad.

The ad contains warm colors – yellow, green, orange, and red – that reflect the season of the activity portrayed in this ad. The many warm colors give the summer feel with the combination of these different colors found during this time of year.

The creator of this ad has chosen colors based off the product being advertised. The red, white, and black used for the fonts can all be found on the golf ball. This creates a consistency between the different elements across the ad and makes it appear more professional.

Photography Analysis

The image of this ad displays many professional photo composition rules that create a professional and pleasing picture to look at. The viewpoint is very close up and at ground level in this photograph. A cropping technique has been used to get a tight focus on the main subject in the photo and remove unwanted noise or distractions from the background by removing detail with a diminished depth of field. This forces the viewer to focus on the main subject in the photo. The rule of thirds has been used by placing the main elements – the golf ball and golf tee – along these segmenting lines and the points of intersection. Leading lines are used in the image to draw the viewer’s eye to the main subject in the photo. The viewer will naturally follow these lines that lead to the golf ball and golf tee. Natural light was also used to improve the quality of this photograph by capturing the dramatic lighting created by the sunset. The lighting effect shows the natural beauty of a golf course and makes the ad appear more professional.

New Ad Analysis

Created by Lenny Marett

The new ad above has been created using many of the same principles and techniques seen in the professional ad above. It has a similar feel as the original ad by keeping a consistency with the background, coloring, photography techniques, and design choices.

The following topics will be discussed in the paragraphs below:

  • Design (contrast, repetition, alignment, and proximity)
  • Color
  • Photography

These topics are the overall layout and design techniques used in this new ad consistent with the professional ad above. A new slogan was added that varies from the one before, but also conveys a sense of superiority for this brand over others.

Design Analysis

The design for this new ad closely matches that of the professional ad done earlier. There is proximity between the same elements found in the other ad. The title and logo are placed next to each other. The ball and the slogan are also in close proximity to show their relationship with each other. The alignment is similar to that mentioned before as well. The title and logo at the top are given a center alignment with each other. The others words are then aligned to the right of the logo. The slogan is aligned with the bottom of the number on the ball. The logo and number on the ball are also given a center alignment with each other and the golf ball. Repetition can be seen the same in the colors and fonts. The same colors are used with the text and logos to match other colors on the ad. The consistency of the sans serif and script fonts can be see as well. Contrast is similar as before. There is contrast between the dark color of the background and the lighter foreground. There is also contrast between the colors used for the words in the ad. The white golf ball displays contrast with the darker background and slogan next to it.

Color Analysis

A similar color scheme is seen between the two ads. The same red color was used for the text and number on the ball. The background mostly consists of a light green and darker shaded area. There is white that can be seen in the golf ball and some of the text. And there are dark-colored elements that were used for the slogan and logo on the ball. This ad also gives the appearance of summer with summer colors like green and some lighter yellow that can be seen in the grass. Some of the colors were again chosen off the actual item being advertised to give a more consistent and professional look.

Photography Analysis

The same principles of professional photography can be seen in the newly created ad. The main object – the golf ball – is placed along the intersecting lines that obeys the rule of thirds. The image has leading lines that will lead a viewer into the main subject of the ad. Cropping can also be seen with the golf ball and the background in order to remove the unnecessary noise and draw the viewer into the object. The viewpoint is also at the ground level with a close up view of the main subject.

Conclusion

Overall, the two ads are similar enough that they could be used for the same ad campaign. They have similar design layouts. The proximity, alignment, repetition, and consistency found in each ad is consistent between the two. The fonts are the same between the two ads. The sizing of the various elements are similar to each other. The actual sizing of the image is the same between them. The same logos were used. The same colors and wording were used. They have similar images with the same focus and viewpoint. The color scheme chosen is also very similar between them. The colors give a warm summer feel and are accurate to those found on a golf course. The colors chosen for the various elements that come together to create both ads are largely chosen from the product being advertised. And the layout of the photograph is consistent between the two ads utilizing the same professional techniques of leading lines, rule of thirds, and cropping.

Guitar Music with Designer Photography & Typography

Guitar magazine photo cover
Created by Chris Vinnicombe
Published by BandLab Technologies

Introduction

The above article and photograph designed by Chris Vinnicombe can be seen as a professional piece created using standard design techniques in photography and typography. An analysis will show that the rule of thirds can be seen in his photography, along with multiple typefaces being used from different categories to generate contrast. A link to the original source can be found on Guitar.com:

https://guitar.com/news/magazine/the-december-2018-issue-of-the-guitar-magazine-is-out-now/

Category Identification

The author of this magazine spread has chosen two different contrasting fonts for his article. The first font – or the title font – has a higher weight and font size compared to the body text. This increase in size provides a contrast between the two types of text. This category of typeface for the title of the article can be identified as sans serif because the letters have no serifs on them. There is also no thick/thin transitions or stress in the strokes. These characteristics are common for the sans serif category.

The typefaces are also contrasted by their categories. The title is a sans serif font, while the body is a slab serif. Using fonts from these two different categories provides the contrast a reader needs to identify between the title and paragraph of the article. The slab serif font used for the body can be categorized due to the thick, horizontal slab serifs seen on the lowercase lettering. There also isn’t much transition between the thick and thin parts of the individual letters. Thick slabs can also be seen on the capitalized letters that is common with the slab serif category.

Photography

Rule of Thirds

The rule of thirds can be observed in the photo used for this magazine article. The main subject of the photograph – the guitar and the title – are placed on the intersecting vertical and horizontal lines. This provides balance to the photo and makes it more appealing to the viewer.

Leading Lines

Leading lines can also be viewed in this magazine spread. The viewer of this piece is led to the main subject by being drawn into the photo along the lines of the guitar case. Following these lines will lead to the guitar and also cuts through the title of the article. The author has used this principle well in this piece to lead the reader to the most important parts of the spread.

Alternate Layout Images

My three images all utilize the rule of thirds and leading lines. Since the guitar is the main subject, I placed it along the intersecting lines to apply this rule. I was able to apply this rule to each of the images having the guitar as the main object in the photo.

I was able to place leading lines in each of my photographs using different sources in each image. The first image creates a leading line with the heating duct that runs along the base of the floor. This leading line draws the viewer into the main object, the guitar. An amp and a whiteboard were used in the second image to create the same effect with leading lines into the guitar. The third image uses a piece of plywood attached to the wall to lead into the guitar.

Any of these three images could be put in place of the magazine photo because they all follow the rule of thirds and leading lines. They leave space for the title and body to be placed next to the guitar in the photo.

Summary

The ad above is improved by the use of contrasting typefaces and professional photography rules. The slab serif and sans serif go well together to help the reader distinguish between the title and body. The contrast makes the article appear more intriguing to a potential reader. The rule of thirds and leading lines make the article more appealing to the reader by increasing the overall professionalism of the magazine spread. The improved images along with the typography make for a more interesting read. A potential reader is more likely to take the time to view this article because of it’s various professional features.

Designing A Homeless Ad

This ad can be found on the Picswe website. It is promoted by the UN and a company called Shelter Love. This site shares media and ads that can be used for visual media purposes. They have a large assortment of different ads and visual media.

This ad is meant to catch attention with a bold statement and appearance. The bold heading catches a reader’s eye, and the box in the background raises curiosity. The statement about the box being someone’s home is dramatic and discomforting to a reader. It raises a sense of guilt and desire to contribute to the greater good.

Contrast

The contrast in this ad can be seen in a few different ways. The size of the words at the top and bottom create a contrast with size that shows the reader what the priority of the ad is.

Contrast can also be see in the colors used for the ad. There is a clear distinction between the brown and the white.

Repetition

Repetition can be seen in a few different ways in this image. The white color used for the words and line is consistent throughout the piece.

Repetition can also be seen in the text. The font and sizing is reused throughout the ad to create consistency and unity.

Alignment

The alignment in this ad is simple and clear. Everything is aligned with everything else with a left justification on the edge of the image.

Proximity

Proximity is used throughout this piece to group certain categories of information together. There is a large space between the general information of the ad and the contact information at the bottom. There is also a smaller division between groups of general information to separate certain points.

Color

The coloring for this ad is relatively simple. The only clear colors are a white text and brown background. Theses colors for this ad don’t appear to have been selected using any common color-wheel techniques.

Aside from the colors themselves, there is also some noticeable changes in the hue of the background. The brown background slowly tints as it moves from the left to the right side of the visual media.

Conclusion

The designer of this ad was knowledgeable and aware of the various components needed to create a well designed and professional ad. They were able to follow all the major principles using proximity, alignment, repetition, and contrast to make the media visually attractive.

It can be concluded that this ad will appeal to readers and accomplish its purpose of evoking strong emotions about the homeless problem in the world. As well thought out in the design, readers will likely feel a sense of guilt and urgency to remedy the current dilemma.