Social Media Advertisement Design

PURPOSE

This design artifact was created as a social media advertisement for Scoop Shoppe Artisan Creamery (as part of a college course assignment for GRA 415). The purpose of this social media advertisement was to increase social media following and to promote online ordering. The target audience for this campaign was families, children, teenagers, and adults that are health-conscious, vegan, or have dietary restrictions. For this campaign to be effective, it needed to highlight key points, such as their use of organic ingredients, and educate customers that they offer vegan and lactose-free options as well. The design and messaging needed to be simple and include an easy-to-read call-to-action highlighting online ordering through their website.           

DESIGN RATIONALE

Since people respond well to ads with people and emotion, this ad features a large, brightly colored image of a woman who looks excited to begin digging into some ice cream. The vibrant colors are used to grab attention, while the concept of the image of the woman is intended to resonate emotionally with the viewer making them think of how they feel when they dive into a tub of their favorite frozen treat. This design met the needs of the target audience by highlighting the key messaging and featuring an easy-to-read call-to-action that directed customers to their online ordering, making it easy for them to take the next step to making a purchase. This advertisement also followed branding guidelines by featuring their logo, brand approved typefaces, imagery, and colors. The elements and principles of design are used to create an aesthetically attractive and effective ad featuring alignment, hierarchy, repetition, and contrast in the messaging. The ad also uses shape to draw attention to the call-to-action, and negative space is used to break up the content into easy to digest chunks of information.