Since 2004, Charming Charlie’s is dedicated to have every color, style and accessory you could ever dream of! Their mission is clear: ‘to help every woman, everywhere, find her fabulous.” (charmingcharlie.com) This sealife splash advertisement mixes the daily business life with a day at the beach. With the color, alignment, repetitive patterns, contrast, and proximity found in this advertisement, you will soon come to realize that you just might need a to swim into the ocean and buy some of this jewelry yourself!
Every Charming Charlie’s store is set up according to monochromatic color stations. There advertisements fall into the same category. This specific ad uses a monochromatic palette of a variety of different tones and shade of blue. They all complement one another.
The Jaw and shoulder lines of the model and the main text in the ad are aligned together. This helps to establish a sophisticated and classy look to the ad. The paragraph text is flush left which helps to continue that sense of sophistication. Also, the because the font sizes go from large to small, it helps guide the eye from top to bottom.
The repetition between the aqua text and jewelry help to combine the ad and the look together. Notice the model is wearing Seashells? That also contributes to the repetition it immediately caught my attention and I began to look for other ways that the advertisement used seashells and if there were any other elements that tied in with the ‘sealife’ theme of the advertisement.
Another example of repetition is the aqua text. ‘Sea life’ is in an aqua color as well as ‘Shop now’. This helps the viewer to connect to the focus point of the ad which is that “Sea worthy jewelry can be yours if you ‘shop now’.
The pop in the lipstick color as well as utilizing a dark navy blazer add contrast and ‘flavor’ to the ad. The lipstick obviously makes the advertisement stick out; but regarding the focus of the advertisement, the dark navy allows the viewer to focus right in on the sea themed jewelry that the advertisement is built to focus on. The stark contrast allows the view to enjoy the details in the jewelry and helps the aqua color to ‘pop’.
As mentioned above, the sizing of the font starts out large and moves to a smaller size which creates a natural eye movement. It leads the readers eye from top to bottom and back to the top again.
So, were we right? You are ready to purchase a sea life accessory, right? The overall design is sophisticated and chic. As mentioned above, Charming Charlies mission statement is to help women ‘find their fabulous’ and the model in the picture looks like she has discovered hers. The color scheme coupled with the contrasting lipstick creates a feminine elegance. The Alignment and proximity create a sense of strength and dignity. It adds confidence in her appearance and in her fashion choices. Each principle works together to assists one another to help complete and complement the design.