INTRODUCTION
The purpose of this design artifact is to be used as an advertisement for the ice cream parlor, Scoop Shoppe, on social media. The intent is to draw in new customers through a call-to-action in the form of an “Order NOW!” button, as well as the offer for a free sample when ordering a quart online.
The audience for the design artifact is primarily families with young children. The requirements for the design artifact were using the client provided copy, including their logo, choosing an image from a pre-selected library, having a CTA button, and using their brand color palette.
1. FIRST ITERATION
My design rationale for the social media advertisement was to make something eye-catching, that would appeal to the target audience. I chose the image of the boy looking at an ice cream cone because he appears to be in the age range that the client wanted to target. I also felt his gaze to the left would draw the audience’s eye to the copy on the left as well as the CTA. I made use of the elements of line and shape to make a vibrant design that would guide the viewer around the image. I decided to use a wavy blue line to transition to a white background as I felt it was whimsical and would appear to a family-friendly audience. I also thought the waves would give the subtle impression of scoops of ice cream.
2. SECOND ITERATION
This is the updated version of the original ad. My first version had white text on the upper-left- hand side, which upon analysis was found to not meet contrast requirements with the pink background. When I updated the text to be black, it met contrast requirements. Aside from this change, I also added some animation using Adobe Photoshop, at the client's request. The CTA button now has a light glow around it to entice the viewer and the waves of ice cream are given further life through a rising and falling motion.
