Analyzing Good Design

Introduction

Truth be told, I love McDonald’s. Perhaps it’s just the child in me that clings to my early relationship with Ronald McDonald. One definite reason is that their ads have always sucked me in. This particular ad is no exception. It calls on all the principles of design and communicates a message almost effortlessly. This post is an effort to break apart just what it is that makes this such an effective advertisement. Let’s take a look at the details and find where the effort was placed.

Contrast & Color

Contrast is quite possible the strongest design principle evident in the design of this ad and contrast using color is key. Everything contrasts with the bright red background that is somehow synonymous with McDonald’s. The red grabs the attention immediately but is somehow soothed by the use of the contrasting yellows. In the above draw-over, the “golden arches” contrast with the red background but they also contrast with the tag-line immediately below. Can’t you just hear it being sung? The size of the arches with the text beneath is also an element of contrast. The important message is that this is an ad about McDonald’s but the message of lovin’ McDonald’s is being tied to the name by contrast and goes right along with it.

The golden arches contrast is also evident on the fries container. Other elements of contrast are the white text on the red background and the golden fries against the red back drop.

Another element of contrast is the message conveyed by the full and empty containers. Who can’t relate to how quickly fries disappear? It is interesting that so much is conveyed by this use of contrast, it almost does not need the text to explain.

The potato is an element of  contrast of color and texture. Obviously, the brown color of the potato contrasts with every other element in the ad. The use of brown is almost jarring to the eye. It seems to be an anomaly. The texture adds to this non-conforming message. It is as if the potato in its natural form is actually unnatural. The message being that McDonald’s tames or makes palatable to the eye and the palate that which before could only offend.

Proximity

The logo and tagline are great examples of contrast but it is the proximity of the two that establish the relationship. Because the tagline is in such close proximity to the McDonald’s golden arches logo, we can tell immediately what it is “I’m lovin'”.

The proximity of the pictures below each text allows us to mentally draw the columns demonstrated by blue lines in this draw-over. This is a very important design principle for communicating the message of the ad. ‘Before‘ is linked with the potato, ‘after‘ with the full container of fries, and ‘right after‘ with the near empty fries container. The relationship is established by the distance of the texts and images from each other.

Repetition

The elements of repetition are unifying elements. Firstly, the repetition of the McDonald’s logo keeps the brand at the forefront of the mind. We aren’t just talking about any fries here. Use of the same white text in the same font allows the eye to seamlessly read the message of the ad. Also, the McDonald’s logo and tagline is the an element always used in a McDonald’s ad. It brands the ad, and makes it authentic because most consumers are familiar with it.

Alignment

Alignment plays an important part in this ad’s design too. Notice in the draw-over how a table has been created. The text is aligned to create a row. The images beneath are aligned with the text above and the images are also aligned with each other. This tabular effect is intentional and gives almost a scientific feel to the conclusions drawn. It is brilliant. If it can be demonstrated in a table it appears to have merit.

The tagline and the logo are aligned centrally. This is an interesting contrast with how the other elements in the ad are aligned and gives the logo prominence.

Conclusion

It is by a cohesive use of all the principles of design spoken of that this ad becomes so effective. Notice how many of them overlap in use. Color with contrast, contrast with proximity, proximity with alignment, alignment with repetition. All together, they convey a singular message. McDonald’s grabs the eye (color and contrast), it brings order to things(alignment and proximity) and makes them good(contrast & repetition). You need it now!