Following is a design prototype I created for a hypothetical vineyard. The design is based on one of three design concepts created over the past two weeks. This prototype will be improved upon and taken to it’s next iteration by later in the week based on both instructor and peer feedback. The next iteration of the prototype may also include additional changes that speak to the impression I seek to make with the design of the ad.
For my design prototype, my concept was “connection through adventure” which had a dominant focus on happiness, excitement, friendship, connection and adventure. I focused on using the rule of thirds, leading lines and a distinct strategic hierarchy.
A strong leading line is created between the two words “CONNECT” which share the same color and font selection. Orange was used for the high energy it exudes. The slight curve of the roadway and the direction of the friends walking also help create this leading line.
The image was balanced with the rule of thirds by placing the greater portion of the image in the lower left two thirds. I balanced this by leaving just a sliver of the building showing on the right hand side of the image.
The intended hierarchy was focus on the slogan, the colored cutouts, the logo, then swirling up through the full group of friends having fun, smiling and drinking their glasses of wine.
The prototype was created with cutouts from the original image, placed in a layer over a copy of the image that had luminosity applied to the layer. Four of the five colors in my color palette were used in the design, and three different fonts were used – one sans-serif type font (Helvetica) and two different serif type fonts (Baskerville) and a newly found font (Assassin).