For this critical essay, I decided to write about a series of Pantone print ads. Having a focus in graphics design, I’m greatly interested in the process and production of advertising, so when I came across these very creative Pantone ads, I thought it would be a great subject to write about.
All of these ads are extremely effective in their use of color, which is to be expected from a company that specializes in color, but they also use many other artistic elements to make them extremely effective advertisements. The first one begins by using a series of complementary colors (violet, red-violet, blue-violet to complement yellow, green-yellow, orange-yellow) in a circle, isolated in the middle of the page. What this does is create an emphasis on an eye-catching and pleasing image by isolation, as well as through placement in the middle. After being drawn in by the initial colorful image, the viewer is then drawn to the words below, as they are similar in color to the middle image, and the only other thing in color on the page, as well as having a title in increased size compared to the rest of the text. An important thing to note is the title, “Inspiration Acceleration” in increased size, this emphasis is made so that most people who don’t take the time to read it will at least read, remember, and then associate an appealing idea like this with Pantone.
The second ad series’ use of color is extremely limited, which is what makes it an effective ad. The fact that there is only one color used in each of these prints, with everything else converted to black and white, immediately catches the attention of the viewer and draws them in. Another interesting thing to note about this, is that in all 3 ads the one color used is one of the 3 primary colors; this is probably done because these are very simple, bold, and easily recognizable colors. After being drawn in by the large square of color, the next thing the viewers eye should be drawn to is the bold, white, Pantone name near the square of color, and the text below matching in color to the square. This is due to the proximity of the text, as well as it standing out due to the fact that the Pantone name is bold, and pure white, where as most things in the picture fall into some range of grey, and that the smaller text below matches in color to the large square of color.
The third ad has a very similar technique to the previous series. In this one, the color orange is the only color used on the page, as well as having the Pantone name in a bold white, contrasting with the grey background. There are some differences though, like the fact that this color is not confined to a geometric shape, and is instead a very organic shape, being applied to a small puddle of water in the road. This gives the ad a much more relaxed feel to it, as well as adding another interesting drawing point, being that you don’t see a bright orange puddle of water in the road every day. Also, the fact that the surrounding grey image is much more mono-toned, and darker than the earlier images. I think this adds extra emphasis on to the splash of color, as well as the Pantone logo.
