Order 853880: Review and Critique 3

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Alondra Pelayo

Dr. Miclot

Fundamentals of Advertising

March 2, 2018

The Impact of Design

Design is a very important part of the advertising process. It is essentially the face

of marketing, when the design of a campaign project doesn’t coincide with the message

the whole campaign can be catastrophic. The design brings together the imagery,

typography, and color that the campaign looks for in order to bring the message forward.

On form of advertising media that is very popular is online media, almost every

great tech company is using banner advertising to get to the right users with relevant

information.

More and more companies are resorting to this method in order to create a better

web presence and interact with their public in a more engaging way.

One great example of banner advertising is with Adobe, a company that strives on

creativity and imagery. When one thinks of Adobe the first words that probably come to

mind are creativity, design, photography and well money. There is no coincidence that

these are the main words you think of, in fact these words are actually always

incorporated into their messages.

What draws the consumer into these banner images is the amount of creativity

being displayed in the banner. There is so much color going on in the image that it’s kind

of hard not to click on the banner. The particular banner I found for adobe is one that the

displays a photograph cut in half. One side of the picture shows the original photo taken

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in which the colors are very lifeless, appearing almost like a gloomy day. Then the

second part of the image is so bright that the photograph comes to life. All this is tied

together with the sentence “Take it. Make it”

The typography used is very important as well, they are using a very clear font for

the whole banner; and highlighting the important part of the message in bold letters so the

consumer wont miss what they are offering.

This form of ad works because it all ties together, they are using urgent message

that make the user click on the banner ad right in the moment they see it. With messages

like “GET 10 FREE” or “TAKE IT/ MAKE IT” the message makes it clear and

simple: now is the moment to buy their product.

On the other hand there is also such thing as bad banner ads. These are the form

of ads that don’t create engagement and are generally seen as spam to the consumer or

are seen as irrelevant because they don’t coexist with the landing page usually shown on

the banner.

An example of that is an ad for the company Bradley Wiggins; the ad shows a

three part layout in images. The first is of eyes in a black and white filter, the second is

the information of the ad and the third is a picture of a shirt. The reason it does not work

is because the font is unreadable to the point where you would have to squint in order to

see it, which happens to be promoting the new collection in clothing line.

Another error is the fact that when it tells you to click to view product, the landing

page is completely different from the banner ad. They don’t coincide with each other. As

well as the promise to view more of the collection is not there either. Banner ad & the

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landing page acts like Salesman & the Showroom – if one of them is not good the

chances of that sale to happen becomes less.

Banner ads:

Adobe.

Bradley Wiggins.

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Works Cited

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Rhodes, Margaret. “Take It From an Expert: Design Is More Important Than

Ever.” Wired, Conde Nast, 3 June 2017, www.wired.com/2015/03/take-expert-

design-important-ever/.

“10 Examples of Poor Display Banner and Landing Page Combinations from

Arabia.”Digitalksme, www.digitalks.me/digital-marketing/10-examples-of-poor-

display-banner-and-landing-page-combinations-from-arabia/.