January 27, 2016

Case Study: How Do Retro Print Ads Stand Up Now?

Print advertising has been around as long as advertising has. It has survived the rise of radio, television, and internet, while still going strong. There’s something about a really well executed print ad that speaks to us on a deep emotional level. Many technologies and aesthetic trends have changed over the years, but certain cornerstones of a good print ad remain the same.

Let’s have a look at this Toothbrush ad from 1929. Retro print ads from the last century. Case study advertising.

Colour: A full rainbow of colour is used for an eye-grabbing visual effect.

Design: The geometric pattern of the overlapping toothbrushes creates a pleasing sense of symmetry – a tool still used today to create order and organization.

Copy: It’s easy to see that trends have changed much in terms of copy. The attention span of today’s consumers is severely reduced. This copy heavy ad wouldn’t survive the chopping block in today’s creative agencies.

Brand Placement: The low placement of Dr. West’s brand and logo at the bottom of the is probably the biggest difference between how we create ads today. These days, companies understand the importance of brand recognition.

The take away

While the Information Age has changed how we digest information, many of the staples of good print design remain the same. Despite the increase in digital advertising, print ads will continue to hold their own.

Advertising , Communications , Design , General Marketing , Karran Finlay Marketing , kfm , Marketing , Marketing Trends
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