Tag: repetition

This is an in depth exploration of the different design principles that make this advertisement campaign great. These design principles are proximity, alignment, repetition, contrast, and color.

 

Proximity

When you squint your eyes at this advertisement you notice three distinct areas due to the spacing. Those areas are: Polaroid picture, motto and logo. The biggest area is the Polaroid. That is the focus and captures your attention first. The motto and logo are slightly closer and similar in both size and color. This suggests a closer relationship but still apart. This ad suggests the three areas are in relationship to each other, but want to remain independent. Whereas, the logo and the smaller lettering “booking anywhere” are fiercely dependent on each other and hold a tight connection. The proximity of these suggest they are one and the same.

Alignment

Everything is aligned to the middle. Even the dad and baby are aligned in center of the picture and to each other. This suggests a calm and relaxing feel. This is on purpose. It is familiar and common. Airbnb wants to suggests that you can book anywhere and it will be calming, relaxing and familiar. The lettering inside the white of the Polaroid is evenly center spaced as well. Overall, the alignment suggests it is not modern or new, it is just common. Therefore, booking with Airbnb is a common thing to do.

 

Repetition

Now you have to be familiar with Airbnb to understand the repetition in this advertisement. If you get on to book an Airbnb, you will ALWAYS see the hosts picture, name of the rental, rated stars underneath and the hosts name by the stars, then a big red “Book Now” button. It is a great touch where on a regular Polaroid picture this area would remain solid white. It screams Airbnb. The font is also a signature Airbnb font that you will find all through their app. Last but not least, the “little bubble A” logo on the bottom is repeated on their app, website, email confirmations, chat site, etc etc. You see it repeated everywhere.

Also, if you look at other advertisements within this same campaign, they all contain the repetition of the Polaroid square capturing a heartfelt moment.

Contrast/Color

The first thing that draws and captures your attention is the white Polaroid in contrast to the dark picture edges. The only other thing white is the hammock and the center of the picture. So literally your eyes focus on the center of the Polaroid picture. The white is in great contrast to the dark outside the Polaroid square. It creates interest and attracts your attention right where they want you to look. The lettering is also in contrast to the darkest part of the entire picture on the bottom. The “California dream home” is black lettering against the white bordering. The red “Book Now” buttom is also in contrast with the white and black but creates no unneeded attention. It is a muted, softer red.  All in all, the colors in this advertisement are cool and soft which goes with the theme of sleep and relaxation.

Overall, this ad is great because it suggests the ease, relaxation, safety, and love that renting from Airbnb can bring. You can live anywhere, even if it’s just for a night or two. What’s not to love about that?!