This week we talked about how design tools can help exaggerating the idea of an ad. Words in print ads are really important. It’s true that people enjoy looking at images because they’re easier to understand. However, with text, the concept of a copy can be explained clearer.
Altstiel and Grow (2013) say that the way of aligning text will help the viewer make sense of the visual story (p.133). This KitKat “have a break” concept is technically the simplest design I have ever seen. The first time I saw it, I was very surprised. It’s only two sticks in the middle of a plain background, what the…… Then it drove my eye to the bottom left text and the slogan: “Have a break. Have a KitKat”. In this print ad, the text introduces the image. After 2 seconds, I realized that the KitKats are a pause sign made of chocolate. Smart! And in here, the text has to be small and located in a corner because the blank space suggests “resting”. The contrast between the KitKat sticks and the white space exaggerates the idea of the unthinkable: to stop thinking while having a break. The way this ad is pictured really matches the idea.
Altstiel, T. & Grow, J. (2013). Advertising Creative, Strategy, Copy, Design. Canada, Library of Congress Cataloging-in-Publication Data.