This post is to work to reverse engineer a print ad for use of contrast, repetition, alignment, proximity, and color. This advertisement is from the Stabilo campaign “Highlight the Remarkable.”

Stabilo Boss “Highlight the Remarkable – Edith”
Agency Network: DDB
Published/Aired: April 2018
Link: https://www.adsoftheworld.com/media/print/stabilo_boss_highlight_the_remarkable_edith

Credits
Advertising Agency: DDB Group, Düsseldorf, Germany
Chief Creative Officer: Dennis May
Executive Creative Directors: Kristine Holzhausen , Stefan Rehne
Art Director: Vera Ickert
Copywriter: Teresa Berude
Graphic Design: Kathrin Stenger
Post-Production: Stefan Kranefeld Imaging
Planning Director: Christian Bihn
Account Director: Philipp Starck
Junior Account Manager: Malte Kraft

Analysis

Contrast

The designers are creating contrast by using the yellow color from the highlighter in stark contrast to the black and white photo to highlight, no pun intended, the ads subject, Edith Wilson, the First Lady of the US. The yellow is definitely in stark contrast to the gray scale of the photo.

Repetition

Repetition is created by the use of white space on either side of the highlighter and highlighter line.

Alignment

In the ad, the text block is aligned left and creates a clean and sharp line. The main image does seem to be center aligned with white space around it.

There is also the alignment of the highlighter directly over the subject’s head.

Proximity

The text block is grouped close together to keep the eye from wandering and to indicate that all of the text is connected and is one subject.

Color

I find the color, or lack thereof to be very directed. The only color used beside the grayscale of the photo is the yellow of the highlighter and the small bits of red on the highlighter’s logo.

Take Aways

I think that this ad’s use of color and contrast are the things that stood out the most to me. The basis of the ad seems to be contrast and color and the juxtaposition of a lack of color with a vibrant color. It definitely sells the product.

It is a clean ad that sells the product and helps one to see the potential double meaning of a highlighter and a moment of history or person being highlighted and brought to the foreground.