Reverse Engineer Post

I have created an advertisement to fit the campaign done by Waterfront Shopping (shown below) to show some fundamental design pointers! I will pull out the important aspects that make this ad pleasing to the eye.

 Original Advertisement

Original Advertisement

Typography: The wording uses Sans Serif and Script to create a contrast. As you can see, "Waterfront Shopping and Food/Fashion use the same font and capitalization to pull the photo together. The wording "food meets art" is different sizes to emphasize certain words.


Design: As you can see, most everything in the photo is center aligned. This is to draw the eye to what is most important which in this case is the glass first, then the wording. There are three strong lines in the ad. The red color contrasts with the dark background so it stands out more, and the white wording stands out as well (see second photo). It's interesting to note that the three strong lines are spaced out a good amount so that the photo is not crowded.


There is a great amount of white space in the ad so that the eye can focus on what is very important, which is the wording and the glass! 


By following the steps of creation and making sure every box is checked such as contrast, repetition, alignment, proximity, typography, and color, the ad will excel.

The Front of the Leading Line


To give credit to this beautifully designed layout published in Vogue Ukraine, featuring Yelena Yumchuk, I am going to dissect what elevates the look of this high-end spread. First, let's take a look at typography. 


As you'll see circled above, there are  different types of font that create contrast in the overall design. The first (and larger) is decorative. The characters were created specifically for a unique and eye-catching purpose. This also explains why the letters vary in size and capitalization. The smaller of the font located directly next to the larger decorative could be considered decorative as well, which fits the style on that side of the page. Some of the letters are bolded and some are not, allowing the reader to easily distinguish the importance of characters. If you'll note the bottom right corner, where the words "VOGUE UKRAINE/Yelena Yemchuk" are printed, they are the style of Sans Serif, meaning they have no tails or serifs to their letters. This creates a polished finish to the attributions of the page. The two words also vary in capitalization because it draws attention to "Vogue" first, which is the bottom line of the entire page.


Below I've included some examples of leading line photographs (shot by me) that could replace the photo in this spread. They draw the same attention due to the placement of lines within the picture.

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The arm bent towards the face is creating a line drawing the viewer's eye towards his face.


Though the placement is different, the viewer's eye is drawn to the face of the model because of the 45 degree angle.


This photo has multiple leading lines, the main one being the building, drawing attention to the model. 


Leading lines draw the viewer's eye to a certain point on the photograph that the creator intended to be the main attraction. Contrast in typography is used so that certain points are highlighted and the overall look of the page is more pleasing to the viewer's eye. This magazine was a great example of how to use contrast and leading lines in a magazine for a great viewing experience.