Promotional Material
I found this while browsing through the 2008 Graphic Design Annual. It was designed
by DDB Chicago. In the intricate tattoo, the banner headline says (in an
decorative, all-caps font): “SAVE MONEY ON INK.” In the small banner at the
base of the tattoo (in a script-style italic font) the text says, “Unfortunately, printer ink doesn't last
forever. So, next time you run out, save yourself a bundle – refill your
printer ink cartridges at the OfficeMax Filling Station for as little as $12.99.”
I think this is an incredibly successful and highly
creative advertisement. First of all, I
love the irony – the permanence of the tattoo ink versus the printer ink. I
think the illustrated did an excellent job integrating a boring old printer and
some cash into the gorgeous tapestry of the tattoo. The advert is very
eye-catching because the beautiful model, the color palette, and the amazing
illustration. It made me take a second look even in a book dedicated to
excellence in design. The use of the banner headline and subtext is a great way
to present the information – I wanted to know what it said. Finally, the tabbed OfficeMax at the bottom stands out clearly. I know exactly
what the promotion is about. Excellent use of design principles (proximity, unity,
balance, rhythm), too – just and over great promotional idea for OfficeMax.
Source: Pedersen, B. Martin, 2008 Graphic Design Annual, Graphics, Inc., p 131.
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