The Power of Design

Advertisements are everywhere in today’s society. Whether it be a flier taped to a door or street post, a commercial on television, or even a banner on a commonly visited website, advertisements are meant to be in your face. The companies want you to purchase their product or service or attend their event. In order for companies to achieve their goals, they must use effective design principles to catch the viewer’s interest.

Golombsky and Hagen give basic tips for print design in White Space is not Your Enemy. They give five steps to visual success including: establish a clear focal point, minimize the number of groupings the eye must scan, guide the eye with visual sightlines, set type properly, and use simplicity and restraint.

I will provide an example of an advertisement that follows the guidelines and one that does not follow the guidelines. Seeing the differences in these advertisements will help highlight the importance of the guidelines presented by Golombsky and Hagen.

When I come across advertisements, they usually have to do with swimming because I invest so much of my time in the sport. Speedo does such a great job marketing and advertising their brand that even people who are not involved in competitive swimming know the brand. They find athletes like Michael Phelps to help their campaigns.

In Speedo’s “Worn by world champions. My speedo” advertisement, the company uses Phelps as the focal point. The positing of this ad uses the rule of thirds meaning that the key information is at one intersection and the focal point (Phelps) is at another intersection.

The ad maintains simplicity, which keeps the eye from wandering around the photo. The way Phelps’s right arm is extended, guides the viewer’s eye to the type set in the photo. Speedo effectively uses the steps to properly display their message. At first glance the viewer notices the most decorated Olympic athlete of all time and then the eye is guided to the name brand that he wears.

In contrast, Arena, another competitive swimming company, does not embrace the guidelines as well, which can distract the viewer and make them less interested in the product. Arena’s ad for the carbon series seems to be two focal points, but according to Golombsky and Hagen, “if you have two focal points, then you don’t really have any focal point. Without a focal point, the eye wants aimlessly around the layout” and that’s exactly what we find happening here.

In addition, the three different groupings of text prevent the eye from being able to scan the ad. The text is not set properly on the page. They should avoid centering it because centering creates visual flow issues. Last but not least, the ad is very busy. It tries to promote two different suits in one layout, so it becomes confusing.

Comparing the two advertisements shows without a doubt that simplicity is key. One focal point that is not centered and leads the viewer to a message is the best way to effectively maintain the viewer’s interest.