The objective of this Reverse Engineer analysis is to understand which design principles were used in this print ad run for M&M’s. Contrast, repetition, alignment, proximity and color will be recognized and discussed. This advertisement was designed by BBDO in the Netherlands. This print advertisement was published on August 29, 2008 to inform consumers in a clever manner that they could personalize their M&M’s.
This image can be found at:
https://www.adsoftheworld.com/media/print/mms_keyboard
Advertising Agency: FHV BBDO, Amsterdam, The Netherlands
Contrast
It doesn’t take long to recognize the obvious contrast between bright candies and a white, plain background. This contrast helps the viewers’ eyes go instantly to the main attraction. Multi-colored M&M’s grab all of the attention as they are the focus of the ad. There is only one other competing element for attention. With a shade of brown, the logo, website, and a clever phrase provide additional reinforcement to the product being advertised.
Repetition
This agency didn’t fail to place the product’s name three times in a simplistically designed advertisement. M&M’s can be seen once in the logo, again at the bottom of the advertisement, and once again in the website. Though this is apparent to many, repeating the logo and product three times avoids any confusion that these could possibly be Skittles.
Alignment
Careful alignment can be seen above. The logo is aligned with the center of the image in mind which also aligns with the center-most M&M’s piece of candy. Equal spacing and alignment is given between each row of candies. To further complete the aesthetics, the text is center-aligned at the bottom of the page, row upon row.
Proximity
Proximity is easily identifiable in this project. The M&M’s are all grouped together without any competition. Though they come in various colors, the viewer has no trouble identifying that they are together. Enough spacing separates the text at the bottom of the graphic from the 30 strategically placed pieces of candy. Grouped together, the logo, slogan, and website are all together to provide blatant information about the product.
Color
M&M’s are a colorful candy. Normally, including nearly every color in the rainbow would be quite distracting. In this design, a predominately white, soft background allows each color to work together cohesively. The color represents the main attraction. The only other part of the advertisement that is given color is at the bottom. A chocolate-colored brown serves its purpose well to remind viewers of what awaits them when they bite into each delicious piece of candy.
Final Thoughts
In this well designed advertisement, less is more. The simplicity of the background allows the viewers’ eyes to be attracted to what is most important. Properly aligned, well-contrasted, colorful M&M’s immediately grab the viewers’ attention. The alignment allows the viewers to see something familiar — a keyboard. Association leaves a great impression. Cleverly, this portrays the purpose of the advertisement. M&M’s we know and love can now be customized. It’s simple, it’s clever, and it’s very well designed.