For the past several years, the Samsung – Apple rivalry has been consistently growing. It’s more competitive than ever today as both companies have been stepping up their marketing campaign in hopes to win over customers. The video featured below was released by Samsung last year marketing the Galaxy Note9. Samsung knows that one of the major features in buying a new phone is the quality of the camera and they seek to highlight that particular feature among others belonging to the phone.
Because quality photography has become so popular among today’s phone users, the Zeitgeist principle is highlighted as Samsung uses vibrant images and transitions to demonstrate the power of personal photography.
The value principle is also demonstrated as the features of the phone are highlighted, including that of adding external memory through a micro-SD card (a feature the iPhone does not include).
Watch the video below, and after I will highlight three different design principles Samsung has incorporated.
https://www.facebook.com/SamsungUS/videos/221715765365451/
Original 1
Contrast
This still shows a large white typeface overlaid on a black background with vibrant colors surging in the background. Despite the commotion happening in the background, the contrast of the large white typeface allows the words to be easily read and comprehended. As words and adjectives grace the screen, their large white typeface makes them stand out and provides a large contrast when compared to the black background with vibrant color surges.
Original 2
Color
This video very effectively uses color to attach excitement to the product. Colors are vibrant, bright, and varied. Colors throughout this video are also bright and bold. This The phone itself is black and mostly colorless when powered off, but through its screen and lens, the bright and varied colors of the world are portrayed to give it life.
Original 3
Alignment
The third principle is alignment. Throughout the video, center alignment is consistently used with the phone and the typeface being in the center of the screen. In this still towards the very end of the video, the phone is centered in the frame, with its same centered directly below the phone. Center alignment is easy to use, but very effective.
Conclusion
By using the Zeitgeist principle, value principle, and design principles including contrast, color, and alignment, Samsung has created an exciting and effective short video to feature on their social media pages.