7up Print Ad Breakdown on Design
Original author unknown. Source of image: https://www.pinterest.com/pin/89720217547404102/
I wanted to breakdown the design of this 7up print Ad for their soft drink. Let’s reverse engineer their ad and highlight the best areas so you can visualize the design features.
The use of proximity can be notice to how close the objects are group together. You can notice the hummingbird and the 7up can are group in close proximity signalling to the user the natural ability of the drink being food for the hummingbird. You can also notice the can is attached to the tree branch and is in close proximity to the lemons and limes. This gives the user the impression that the drink taste just like the fruit. The print text at the bottom of the page gives the user some additional information and free offer coupon. The text that states “100% Natural” is place closer to the bird and the can. While the coupon is separated from that group.
The use of Alignment can be notice by the above grid lines. The first you thing you notice when you look at this Ad, is the hummingbird and the can. You can notice the 7up can and hummingbird are inline with one another. The bird and text then flow down the page. Then your eye is carried over to the coupon. So your eye hits the 7up can first, then to the bird, and then down to the text, and finally right to the coupon. Your eye could also go from the 7up can to down the tree branch to the coupon.
The ad also highlights an important repetitive feature. Notice the lemons and limes are repeated on the can as well as the branch. This repetitive feature allows you to associate the two as the same, when in actuality they are different. It is a good way to trick your mind to think that 7up drinks are as natural as lemons and limes. The other use of repetition is in the colors in the ad. That is our next highlighted feature…
The color in this ad works together as a analogous combination. No matter which two or three you combine, they all share an undertone of the same color, creating a harmonious combination. In this case they are all colors in nature. Even the bird has colors of blue, green, and purple. The red dot is a good complementary color because it is directly across from the green on the color wheel. The color of the text that is an off-white/green matches the text of 7up on the can. This leads us to the last feature of contrast.
The use of contrast in this ad is highlighted in the main part of the ad with the hummingbird, 7up can, and branch. These items draw you into the ad and help you focus on the page. The rest of the information is not as dominate on the page but is still organized by contrast with the use of typography in the headings of the text. This gives a hierarchy of information on the page with the 7up can coming first, then the branch, then the bird, and last the text. This contrast of the text draws you into the small paragraph and also the free offer. Making the most important information bold and the less important font smaller. Try to look over the page again and pick out the most dominate words on the Ad. You will see it is 7up, Now 100% Natural, and Free are the words that jump out to you. This signals to the mind that 7up is a 100% natural drink that I can try for free.
The use of design in an Ad can determined the success or failure of a campaign. It is important you highlight these areas of design so you can do more then just make a beautiful piece, but also convey a message or story line that can be in grained into the user mind when they see the object again. Who wouldn’t want an all natural drink that is as refreshing as the fruit itself and also be a soda you can drink. Even though soda is not the best drink out there, 7up does a good job tricking your mind to believe otherwise.