Community Cup Advertisement
Rationale
The intended message is to make the community aware of the opening of this coffee shop. The placement of my call-to-action is emphasized by the pink colored circle background behind it. This is the most prominent place this color is used in the design. Which emphasizes it’s importance. The design hierarchy allows your eye to flow down the poster. The call-to action grabs your attention first then once you see that there is a discount you then go to the top of the poster to see the details of the new coffee shop. All elements are aligned to take your eye down the poster to get the details of where to get the discounted coffee. The design is balanced with the two images to the copy on the poster and I used the coffee bean vector images to unify the entire piece and have a repeated element.
The typeface I used was Candara. It has a large font family and is a readable and legible typeface. This makes the design useful for all ages. I chose a sans-serif typeface. Social media was a part of the information to be included on the poster which is geared more towards the millennial generation, and they prefer sans-serif in advertisements. This advertisement needed a font that was readable and legible by all age groups to be an effective ad. The color palette used is a split complementary color scheme. I wanted to use a homey/comfy color palette as the design brief states the vision is to “be a gathering place for people of all ages”. I used Adobe Color to aid me in figuring out what kind of colors I could use and how they work together. This tool was a great tool. Kindness, calming, and warmth are some words used to describe the colors in this palette. These things coincide with the end goal of the coffee shop and will help the target audience feel that kind of environment even before they visit the new coffee shop.