Ancestry.com ad campaign design

Ancestry DNA

Ancestry.com recently began a new campaign outreach for Ancestry DNA. We hope to encourage current members at Ancestry.com and all others to gain more knowledge of their ancestors and their stories by providing a DNA sample to obtain results of where their DNA originates. Below is a proposal for an additional ad in conjunction with the campaign goals

Design Analysis

This slide gives explanation of the design principles that are in play.  The new AD will implement similar principles and be an additional ad for this campaign.

Let’s take a closer look.

Conclusion

Photography and Typography are the most obvious corresponding design elements.  This ad provides more color, but maintains the collage as a background. The lonely trees may see, just that, but as stated “Every Tree has a Story”.  Just like every person and if they don’t have a story, the newest way to find that story is through AncestryDNA.

Photography attributions:

https://blogs.ancestry.com/ancestry/files/2017/01/us-1846-dna-3million-genome-soc-facebook-851×3152.jpeg
By Ian Meeks
https://www.flickr.com/photos/meeksian1/15633563783/
By Adriano Guerreiro https://www.flickr.com/photos/adrianoguerreiro/
By Bill Lowis https://www.flickr.com/photos/billlowis/32497700936
By Calvin Jennings https://www.flickr.com/photos/jenwarephotography/24544157656/
By Dave https://www.flickr.com/photos/33607628@N02/32335062556/
By Gustavo Tavio https://www.flickr.com/photos/gtavmag/
By Jim https://www.flickr.com/photos/n3ss13/14865879561/
By Marc Van Veen https://www.flickr.com/photos/marcvanveen/25549429663/
By push OHSU https://www.flickr.com/photos/pushohsu/29360962504/
By Rudi Werelts https://www.flickr.com/photos/129034528@N04/27922044734/
By Nikolay Dimitrov https://www.flickr.com/photos/23727472@N06/7189630040/
By Sophie Cortez https://www.flickr.com/photos/52314182@N05/5681623320/
By tsomchat https://www.flickr.com/photos/tsomchat/16153492097/
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Creative Ad

Product Advertised

I chose to create an ad for an everyday household good.  Toilet Paper has been a luxury for us all, we don’t realize it until we’ve been caught in the woods without it or the last person to use the final amount on the current roll didn’t replace it.  So, the question is, how do I target an audience when it is used daily by all of us.

http://www.carcanyon.com/toilet-paper-2_1l9qWz1bxWCyonuv20PHiLRd4X8Y1RcyZO3RxdLix%7CY/

Target Audience

The assignment I chose came with the following insights to help with drafting an effective ad.  Male and Female, ages of 25 to 32, married, at least a Masters degree, salary of a minimum $90k per year, and their main media consumption is magazines and TV.  If both are educated and married at a young age like this, then there is a good chance they met in college.  The goal is to find a unique way to help people on a great income spend their money on luxurious items.  Simple white is boring and everyone gets that.  So let’s have some fun fans and support our rivals in a way that only we can while there is no game on the TV.

Concept

There of course are many things that we could customize on to a roll of toilet paper.  Things like the word “ISIS” or “Inspirational Quotes” or “FUN FACTS” or “Hillary Clinton.”  This isolates and  make us look objective.  But how about putting a college logo.  This can easily be for your alumni, but beware, are you ok with using it’s logo to in such manner?  AHA! Your Rival!  The one place you would be ok with having that logo that you hold such disrespect for.  For you BYU fans, this is for you.

 

 

 

 

 

 

Design for TV

Once I had the T.P. concept concluded, I decided to work with an image of what could very well be what a bathroom of a young, educated, wealthy, married couple would have.  Using Photoshop, for all the effects, I added logos to the toilet paper, the towel, and robes.  These are obvious fans/ alumni of BYU and their biggest rival and most hated is University of Utah.  The image of the bathroom needed to be large enough to see the logos that were added, and I needed a way to keep it simple and allow for contrast.  I maintained the BYU blue color for a background, placed the TP one right 1/3 of the page and used the same red for the “Need some diversity” and Utes logo.  I added a dropshadow to the TP to allow for some contrast in front of more white.  For Typography, I used a script and a sanserif.  I wanted a similar font as the “U” in red, and needed wanted to words “wipe out” to stand out as well, so I used the script for that.  Only two fonts were used.

Magazine design

By zooming in on the main parts of the bathroom image, I was able to keep it large enough to recognize the logos.  I flipped the background put at the bottom 1/3 and kept alignment to the right and everything fit into place really well.  I chose these phrase “wipe out…” because of the double meaning.  This ad really didn’t need any more text, but I needed at least two sentences and a call to action.  I was able to find a place for the rest without causing too much harm.

Conclusion

Depending where you lived there would be an appropriate ad for that location, due to not everyone being a BYU fan.  This could actually be a great item for a married couple who didn’t go to the same school and wanted to disgrace the others alumni in a harmless way.  Perhaps the youth would choose this item to roll the trees of a friend one night.  Toilet paper, although used for certainly one basic thing, can now be used to show school spirit.

Movie Theater Icons

Tickets Please

This past two weeks, I’ve been assigned to use Adobe Illustrator and create a set of icons that have a common theme or message.   The movie theater can be a favorite of any person.  The smell of the popcorn, the amazing surround sound and picture quality can only be found at your local Cinema.  An important source for marketing to people the nostalgia and fun experiences in the movie theater is through digital icons.

Please silence your cell phones

For design I chose items that would be easy to recognize.  These may appear as an emoji or billboard and only allow a few seconds to view or be small and thus blurry to a lot of individuals.

Color

 

 

 

 

 

 

 

 

In this icon, I needed a contrasting color in the circle behind the large popcorn, so I added a cool blue.  The yellow popcorn in the tub was all yellow, so to add depth and gaps to I added a shape of orange randomly throughout.  I also added that same orange on the large piece in the middle, along with a white brush stroke to show some glare and depth.  It would go well with any background color besides yellow or white to show contrast of the white box and yellow buttered popcorn.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The Theater and the tickets have a consistent red color.  The drapes and main ticket color are a very common color in the real world.  Although these tickets are the kinds you get from video games now-a-days, I decided to add a classic movie camera to the body since Text was not allowed in this assignment.  I also added a gray screen over the black to give a more definitive look, the seats can be harder to see in the smaller icon, so the screen really helps there.

 

 

 

 

 

 

 

 

Staying with the gray screen, I created the main color of a film roll, I’ve never seen these in another color, so it works well.  I added dimension and more detail here since I couldn’t do much more with the color.  I was very difficult to work with different sizes through out the design, as I increased or decreased the size I couldn’t get the stroke to relatively change in size.  That flaw shows up the most here.

THE END

Typography and photography were not used in this design project.  This was all original work done with a first time user of Adobe Illustrator.  I enjoyed the challenge and the subtle changes that really helped complete the design of each of these icons.  If only I could have made a movie instead of a blog!

 

Magazine Spread

 Introduction

This post was an assignment to find an article from LDS.org and create a three-page original layout.  I’ve designed all three pages while implementing basic design skills such as color, contrast, alignment, repetition, typography, and photography.  This three-page design includes a spread which is what would be needed for a magazine publication.

 Design Ideas

The design evolved quit a bit from the original. This version takes into account a color strategy. I decided black and a purple hue. The purple helps create uniformity and provides an extra element to create relation to each page. I chose purple because that color is presented on two of the photos (sleeves, hair bow, and flower). By exercising the principle of repetition,  I implemented that color in each page through font color, and bars. I wanted to add a background other than white because the circle image and christus image have white on the edges which was blending into the background. The Gregg Olson image, the flowers by the grave, and the trees on the the last image had a yellow hue, so I tried to match a subtle yellow as which helped create distinction in those two photos, and also brought the whole design together without while making it easier to read. Contrast was important with the title. I wanted to demand attention while at the same time tell a story. The image with opacity does that with the “O” focused on the hands and using a Script, serif, and sanserif, with large degrees of size change creates a unique look and tells your eyes where to go.

Conclusion

This design, although still novice, hopefully portrays ways to use basic design elements correctly. The article itself was close to home as I experienced the loss of a 4 month old son. I hope I presented the article well in my personal applications to make it more relate able.

Gregg Olson – Take My Hand

Click here for online image.

My wife, Jasmine, and my first son Cannon the night before his open heart surgery. By Rodney Crumpton
My daughter Faye, visiting Cannon’s memorial at Mountain View Cemetery in Mesa, AZ. By Rodney Crumpton
My wife Jasmine and Faye in a Gilbert, AZ Park. By Rodney Crumpton
My wife Jasmine, and Cannon’s younger sister Faye. By Rodney Crumpton

Original Talk can be found here.  Poem on block quote is also found within the link in the article.

Professional Photography Reverse Engineer vs. My own photos

This post will identify 3 basic photography elements: (Rule of thirds, depth of field, and leading lines.)  Each element will be on display by a professional photo that I have found.  I’ll explain the element with text description, draw over images, and my very own use of those elements with a camera.

Rule of Thirds

https://www.flickr.com/photos/archer10/8494503535/
Louisbourg Lighthouse & Fortress by Dennis Jarvis

I found this photo on flickr.com. Click Here to view.  This photo utilizes depth of field as well, but I think the use of the rule of thirds is pretty amazing.  The lighthouse is the focus of the image which lies on the left third of the page, and the horizon lies on the bottom third of the page.  I love the colors, and story this photo tells.

 

Depth of Field

https://www.flickr.com/photos/eyessobright36/4904583004/in/photolist-8tpgDW-8HNZHi-8Mhdmw-qt7MnT-bFV9c4-mmZmvP-57mVT4-7ZTtz4-2AVFWn-Ty8ap8-fcLKDc-S78i9p-6bdTYM-8KWRQe-pdWpnB-6bi3cw-cmy9v7-qVAD6f-9LUxiW-qs5QY5-dubJ6r-peKVeR-9X3Ymj-7xhQbq-9qvusK-c5Zht5-UqucBT-7ZL2Rc-4vVJCj-aAM9ss-4CDv19-hihMsz-56q9pF-pycoH1-rZukPF-8g3HNY-pMZien-6RpfbV-61rGcb-awbXLH-kV9WiD-eJDVYo-2THCWQ-SHKgGK-qxByfB-RtKUXB-2X7miC-4uc2sb-SHKhE6-8qDh5x
By Shianne Mariah

I am not sure where this photo was taken, but the image can be found here.  The photographer does a great job with the element, depth of field. By focusing the camera on the flower and allowing the background to remain out of focus, you can tell there is a body of water, a dock on the water, green rolling hills on the horizon and a fluffy white clouds.  You can see the rule of thirds at play as well.

 

Leading Lines

https://www.flickr.com/photos/neba_photography/13799973533/in/photolist-n2stma-csPBrN-rprh7r-byJktf-exKak6-o3d9aV-9VDYWS-6LrMfs-phBkbV-ETuHH7-GUzypM-pC5LHH-fLAPao-nGSaJ7-9e6LBC-boga3D-dXMAna-gkv7PT-rijAYN-dXths8-i8eoPN-9Xf9Ti-BHk51a-pPuPUA-g1f4ZZ-ccQNK3-qUDpYy-peAxQX-pP9me6-pmiwwG-eit5YF-pnSg8k-r7jaXz-e2D5Z1-fSarF1-rxaSf3-mkw6GT-qYwrGu-4iyCcF-DxAmJe-9gLPh1-fnVjJA-fpjZXr-c8SESJ-b6NACx-wfBVzg-bjnkET-d7XhYJ-BXRxbL-5xJcMR
cobble street by Nebojsa Markovic

I am not sure the location of this photo. I found it here.  Leading lines are found in the crevices of the street stones, the curbing, and the line of lights from the light posts.  This element incorporates the field of depth element as well.  I like the use of natural light from dusk and the artificial light of the street lamps and buildings.  It is a great way to bring to life the character that this part of a town truly deserves. Choosing camera angles like this one help implement the leading lines element.

 

My attempt to use these elements….

Rule of Thirds

This is my work desk and a drill bit for an oil rig from west Texas that my Dad had plated in nickel.  I placed the drill bit on the lower left third of the photo and lined up the seam of the desk to the right vertical third.  The drill bit weighs about 5 pounds and is slightly bigger than a coke can.

Depth of Field

I usually make a daily stop for a refreshment from QT.  The desert landscaping made a good background and helps explain why I am always needing a nice cold drink.  I wasn’t able to take the photo in the golden hours, but otherwise I think the contrast still works.

Leading Lines

I was really surprised how well this photo turned out.  Here I am in Arlington, Texas getting ready for a nieces wedding.  This was an old stable converted to a reception hall.  The cat added an element of depth, but I think the leading lines from the lights, and stable doors and rafters displays this element really well.

Conclusion

Photography is not my strong point, but it is fun to know that I can get better at it.  For some reason it is harder to find these elements when you are looking for a way to capture them naturally.  It will be nice to be able to exercise this knowledge when taking all photos from now on.  I like them each very much and hope to produce some more professional photos in the future.

 

 

 

Typography

Typography Reverse engineer

Dieter F. Uchtdorf gave this wonderful line on our Heavenly Father will help us unlock our divine potential. This image belongs to LDS.org and can be found here. This is a very basic image and at first glance you may not notice the design aspects on display. Two basic colors, a banner, and some bullet points.  Let’s focus one typography and try to unlock its use in the design.

Sans Serif

Typography Reverse engineer 1

This typeface category outlined in the draw over is a sans serif.  This means that there are no serifs on the ends of the strokes.  Also, this typeface is almost always “monoweight”, or lacks a visible thick/thin transition in the strokes.  The letter thickness is constant.  The designer here was able to create some contrast on each line by increasing the font size, by creating a stencil, or adding some accent bullet points on either side.

Script

Typography Reverse engineer 3

The typeface category in this draw over is called script. This category encompasses all those typefaces that appear to be hand written. This particular typeface connects each letter, which makes it look even more like it was a handwritten.  Contrast is accomplished a few different ways besides the different typeface. Notice every word is in all caps except the ones on this line. Look closer the stencil below this line is a slab serif and so it doesn’t compete with the other stencil.

Conclusion

The overall design is successful because although there are only 2 colors, the correct execution of typeface has made the image interesting. It doesn’t bore you. The designer found a way to reinforce the message through the typefaces as well.  Each line has it’s own unique qualities that don’t demand attention.  This is a great example of how to unlock the design potential of typefaces in my own work.

 

Less is More — Paul Mitchell website design elements

Most are familiar with the hair product Paul Mitchell.  It is often used by professional hairstylist, and only the nicer hotel chains carry it as the complimentary toiletry product for its guests.  Their brand targets primarily those who appreciate the importance of a high-quality grooming product.   Paul Mitchell has also evolved into more of a beauty product, like make-up.  Their advertisements are donned with supermodels that seemingly promise its buyers the same beauty with the mere use of their hair product.  Www.paulmitchell.com does a spectacular job of creating this message to an audience, through the use of some basic design principles.

Contrast

This website provides so much communication to its viewers by the use of the subtle contrast.  The message to “live beautifully” and “feel beautiful” relies on the lack of contrast on the page by not making any particular element dominate the entire page, thus speaking even more to the underlying message of how the creator interprets beauty.  The first image provides more contrast for its text than the gray-scale next to it, but as you will see it provides opportunities for all the elements to cohesively work together.

Website Reverse Engineer Project - Contrast

Repetition

Besides the repeat of images and their equal sizes, you will notice the word “Beautiful” or variation of it along with the same font, color, and weight.  Also, notice slender lines on the logo above and below, those lines are used again under the “menu”, and the sub text on each image.  The words “our story” and “our products” are repetitive as well.

Website Reverse Engineer Project - Repetition

 

Alignment

It’s no surprise that text on the images are aligned with each other and in the center of their image.  More uniquely is the alignment of the text to the ocean horizon on the image.  The alignment of the logo under the menu creates interest for your eyes as well, due to the boldness to flip the logo horizontally.  This also adds a strong line in the space between the logo and the man’s back.  Great use of Alignment!!

Website Reverse Engineer Project - Alignment

 

Proximity

As an intro page for this website, proximity is not as vital.  Circled in red, you can see the use of proximity. Here the creator builds a relationship that ultimately navigates you to the desired page.   The use of white space on the sidebar coincides with the simplicity of the page to allow your eyes to rest and let your emotions be stimulated.

Website Reverse Engineer Project - Proximity

 

Color

Two colors were used in this design, blue and gray hues,  if you consider black a shade of gray and white a tint of gray.  The soft slick undertones of the colors offer sophistication and a true form of art.  It does a great job of communicating the brand of one of the most well-known, high-end hair products on the market.  Normally, I would be distracted by the clothes of the female model.  Is it a dress or a wadded up blanket?  The colors that help with the contrast take the viewers eyes to different places, so such distractions are pardonable.

Website Reverse Engineer Project

 

Throughout this blog post I have pointed out different ways this webpage incorporates the basic design principles to create a cohesive message and appeal to its target audience.  From the color and contrast working hand in hand, to the alignment of not only the text but the focal points of the photos.  Each element creates an overall design that draws you in closer and invites you to explore the depth of the company and it’s products.

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