This Koodo ad demonstrates aspects of the CRAP principle through the various design elements it incorporates. The contrast element is shown through the disproportionate mouth and head. People are drawn to an ad like this because of the distorted image of the person's head shown on the billboard, not just the vibrant color. Also, the contrast of the lettering size is another visual element that draws attention to this Koodo ad. The element of alignment is shown in this ad through the placement of the main attraction, which is the person, as well as the company's name in the corner. The text is uneven which makes the advertisement even more interesting for the viewers walking by. Overall, Koodo did a good job of incorporating the CRAP principle to their commercial as well as making it humorous for potential consumers.
DKNY did an incredibly well-crafted CRAP advertisement. This ad is visually captivating through its unique projection of a "cartoon-like" picture and particular attention to small details. Contrast is shown by the use of green and red which are complementary colors therefore even more eye-catching. The different sized text and text colors also make the readers' attention focus on the more important words such as "BE DELICIOUS". The CRAP principle is also represented in this DKNY advertisement by the repetition of the apple theme. The red apples, green apples, and then apple-shaped bottle of DKNY perfume bring another interesting visual aspect to this ad. The apples also represent the proximity aspect of the CRAP principle due to the distinction between the red apples and the green apples. Being grouped together on different sides of the page contribute to the consumers' visual stimulation when seeing this advertisement. This DKNY ad caught my attention and made me want to go sample, if not buy, their perfume.
In this Febreze commercial, the CRAP principle of repetition plays a large role. The actual image of the shade outlines are repeated many times as well as the shade designs themselves. Each separate shade pattern is shown at least twice in the two rows of shade outlines. The alignment principle can also be applied to this Febreze Flameless Luminaries advertisement. Although the top of the ad has centered shapes in rows, the off-centered, tilted luminary shade draws the viewers' attention. In the bottom right corner, the company name "Febreze" also demands the audience's attention due to the placement as well as the background shape of the "wafting scent". This Febreze advertisement layout was well done based off the CRAP principles that it followed. Even though Febreze incorporated repetition and alignment into their ad, I feel that they could have utilized the CRAP principles of contrast better. Contrasting elements add more interesting images for the reader to be enticed into buying various products.
Quiznos utilized the CRAP principles well in their display window sign. They incorporated the element of contrast in their signature symbol of the big "Q" as well is in their name. By using the complementary colors of green and red, Quiznos made it hard for people passing by to miss their company title. Also, through the utilization of the text formatting, this advertisement draws the customers' attention to the word "TOASTY". Since it is written in such a large font, this word is the first thing people see when looking at the window sign. Such a large word with a very delicious meaning behind it entices viewers into ordering a "toasty" sub sandwich. The repetition CRAP principle is shown through the color scheme of mainly red and white found on this Quiznos advertisement. The green word Quiznos therefore stands out, creating another contrasting element. The alignment of the sandwich and the company name "Quiznos Subs" add a separate aspect to the sign. The viewer first sees the delicious picture of a sub sandwich and then is shown who will sell them such a delicious meal. The whole sign, from the top with "mmm...TOASTY" to the bottom, draws customers in due to the delicious thoughts that it brings to mind.
The CRAP principle can be very effective when utilized properly. Some of the elements are more useful than others due to the visual stimulation that they create. By contrasting fonts, colors, font sizes, etc. people can be drawn in to the advertisements. Based off the above advertisements, such as the DKNY perfume ad, the element of repetition can also be very effective. In order to create a certain type of mind set for the reader to gain off the ad, the use of repetition is imperative. I feel that alignment is a shortcoming of the CRAP principle. Although it can add to the uniqueness of an advertisement layout, it does not always contribute to the advertisement over all. In many advertisements I came across, the alignment of the ad was centered, but it was still effective. I also found that the proximity aspect of the CRAP principle was one of the lesser used, less effective elements. Although the DKNY ad used it properly, many times ads cannot contain the same images over and over while keeping the advertisement interesting due to limited space. Depending on how they are executed, the CRAP principles can really make an advertisement interesting and eye catching. If not utilized properly, these principles really can make an advertisement look like CRAP
Works Cited:
Cosmopolitan Sept. 2009: 49+245. Print.
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