The ad critiques below were developed to provide tourism
industry partners with a way to evaluate their own ads through
comparison. The Creative Strategies team has compiled this
sampling of ads from random states. We have
separated them into two basic categories: good and bad ad
designs. The
glossary of
terms may be helpful for reference while reviewing the
critiques. You can also click on the title to view the image.
Good
Design Examples
Ad style matches location
Strength through simplicity of elements
Organized information layout
High-quality imagery with excellent cropping
Image is everything
Professional layout
techniques
Unifying elements solidify layout
Strong color palette and theme
Simplicity with strong elements
Poor
Design
Examples
No clear layout hierarchy
Don’t get cute
Poor font and image selection
Out of balance
No headline and poor image selection
Say good-bye to clip art
Poor design with little information
Clichéd equals eyesore
Too many partners
A lesson on what not to do with every element
Too much, too small
Poorly utilized space
Good Design
Ads
Ad style matches location
The format using postcard design works well for
this travel location. Hand written style font is placed
appropriately and works well in white. The simplicity of the ad
is strengthened by the justified type and using only two font
families. The ad does not bleed off the page and stands out more
with clean white space around a fine black outline. Good photo
quality. The only weak area is the main body copy is too small.
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Strength through simplicity of elements
This full-page, full bleed ad is powerful in its
simplicity. The full bleed invokes a feeling that this scene
does indeed flow beyond the page borders. Headline does not need
to be huge because it’s not fighting with other colors and copy.
The bottom copy is small but easy to read because the correct
set-up and font were used with good leading from line to line.
The soft mottled background also keeps your eyes from straining.
A high quality photo was used in this ad.
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Organized information layout
This double-spread ad keeps things simple while
still promoting several attractions. Consistency in the smaller
images creates a strong impression in the lower portion of the
ad and carries the eye to the contact information. Smaller
images are all cropped tight and include several engaging shots
of people having a good time with available activities. Strong
headline using a script font works because of the size used and
the dark background in the image. Good contrast. It also creates
a positive feeling through the copy, font and main image. Body
copy is easy to read and concisely lists locations to visit.
This is a good example of including a lot of information without
being cluttered.
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High-quality imagery with excellent cropping
This ad sells one thing – good family fun.
Great, high-quality imagery cropped tightly to show guest
expressions of joy. The slight rustic treatment on the ads
border frames the image and ties it together through same font
family use and simplicity of colors. The logo probably was the
starting point for this ad layout and illustrates how a strong
logo can drive a lot of your advertising direction.
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Image is everything
The image sells the business. The small heading
is almost unnecessary. The upscale design elements behind the
text evoke a sense of high class and refinement. Text, colors
and the single-colored logo are all understated because the
image is so powerful. Ad is also balanced because the bottom
copy area uses one third of the page space.
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Professional layout techniques yield results
Great, eye-catching photo promotes their key
elements in one specialized layout. Done professionally, this
Photoshop technique can yield good results as shown in this ad.
People are the main focus and they’re having fun. Font usage
fits with company’s image. Copy is easy to read because of size
and simple textured background. Logo pops on page with drop
shadow and good contrast.
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Unifying elements solidify layout
This ad uses two unifying elements to sell their
message. Consistent font usage and one main color theme tie the
photo and messaging together. The khaki border is subtle but
draws your eye into the photo. The photo is well lit and ties in
with the headline. The text overprint only works in this case
because it is a larger size, increased line spacing, uppercase
and has a darker drop shadow behind it. This technique,
especially when not using black text, should be avoided in most
layouts. Avoid uppercase body copy.
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Strong color palette and theme
Headline copy compliments color theme and design
of ad. Photos are too small but are still recognizable because
the subject matter is clearly defined. Color palette is strong
even though the colors are not offensive. Again logo pushes
direction of overall ad feel with the nostalgic design and
colors. Copy clearly promotes activities without using trite
words like ‘and more.’ Overall, this layout would work better as
a half-page ad but is well executed nonetheless.
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Simple ad but uses strong elements
Small space for an ad but the bright, simple
image brings the focus to the logo placed in front. The
complimentary solid blue is strong and borders the ad top and
bottom leaving room for reversed ad copy.
Curvature of the blue color fields around the
shopping bags further assists in drawing your eye into the
layout.
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Poor Design Ads
No clear layout hierarchy
Ad has no key element to get your attention and
is very crowded. The photo montage is not clearly defined and is
too small. Too much copy covers up the imagery. Photo quality is
marginal. Rainbow colored background behind text makes no design
sense. Ad should use one clearly defined image and brighten up
logo. Avoid using generic highway signage to sell something in
an ad.
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Don’t get cute
No hierarchy from heading to body copy. Headline
has no visual punch. Image doesn’t say wine country. Attempt to
be humorous with copy tie-in to dogs is weak. Even though body
copy is large due to the brown color it is still hard to read
over the image. Drop shadow on white text is poorly executed.
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Poor font and image selection
Headline font is dated. Paint brush style fonts
are not in style. Photo is marginal in quality and the green
water doesn’t promote clean, safe swimming areas. The swimmers
look like alligator bait. This one picture is supposed to sell
their entire state’s state parks and their Web site. The contact
information is large and easy to read but the two logos are very
small. Text on the logos is very hard to read.
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Out of balance ad
No hierarchy in any part of the ad. Copy and
headline/logo are all about the same size. Headline doesn’t need
to be bigger but the body copy should be reduced in size. Images
all fight for dominance because of their similar size. Rodeo
image would make more sense to be large main photo. Delete most
of the other generic images. Quality varies greatly from image
to image. Black background is depressing and border edging
doesn’t enhance overall ad. Copy uses ‘and more’ at end. Avoid
this practice.
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No headline and poor image selection
This ad has poor layout style with three low
quality images used. One high quality image would be preferable
with this size ad. No effective headline is used and no
hierarchy of text is presented. Copy size is too large for size
of ad. There should be contact information listed including
phone and Web site.
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Say good-bye to clip art
Ad is small but could be more attractive by
dropping out-of-date clip art. Company name could be moved to
top as headline. Text at top of the ad could be reduced in size
and treated more like body copy. Logo is attractive and should
be increased in size and used at the main design element. This
would make their contact information more prominent and the
whole ad more attractive.
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Poor design with little information
This ad is suffering from very poor images and a
very weak design. Fonts – limit font styles to one or two
families. Avoid out-of-date fonts like the brush style on ‘56th
Annual.’ Too many colors used throughout ad especially on the
type fonts. ‘56th Annual’ doesn’t need to be so
prominent and should not have a white box behind it. ‘Keetoowah
Celebration’ should be the headline and moved to the top. The
small amount of body copy doesn’t tell the viewer anything about
the event. Their United Keetoowah Band logo should be seen in
its entirety or not used at all.
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Busy plus clichéd equals eyesore
Ad is very clichéd in concept and execution.
Overall it is a very busy ad with weak headline layout. There
are three font families used for a four word headline. Too much
color is used overall in the text. Avoid star bursts for call
outs on prices. If clipart was eliminated the top pool image
could be enlarged to show more detail. Move smaller images up
next to centered main pool image. Floor plan layout should be
moved down towards the bottom of the layout next to the map and
reduced in size. It is of lesser importance to immediately sell
the property.
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Too many partners
This ad suffers from too many partners and poor
layout. There are too many elements to have a background photo
used. Simplify type fonts used on upper third of ad and limit
color use on fonts to one or two. Contact information could be
moved to the bottom of page along with map of Florida. Secondary
partner listings should be arranged in a symmetrical
arrangement.
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A lesson on what not to do with every element
No hierarchy on this ad. Headline is
over-designed but has little punch because it is fighting for
prominence with photos and copy that’s too large. Is it really
‘all-new’ or how long has it been ‘all-new'. Avoid trite text
when possible. Too much reversed out white text and too much
text overlapping photos. There is no order to the placement of
the images on the layout. There is no consistency on the photo
borders. Treatment on bottom logos should be more consistent in
quality.
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Too much, too small
No hierarchy to images. There are too many
images for a small ad. Marginal image quality was used on all
four photos. Oval shapes are inconsistent and clash with the
vertical lines running in background element.
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Poorly utilized space
This ad suffers from too much blue space. All
the photos are medium resolution and have no hierarchy.
Body copy would benefit from a better layout and
not centered and grouped all over the space. An intriguing
heading would aid the development of this ad along with one much
larger high quality photo.
Contact information is well placed.
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Contact Us!
We welcome your feedback and questions. Feel free to e-mail us
at SDInfo@state.sd.us.
Help us keep our mailing list current by e-mailing your
complete contact information to
SDTourism@state.sd.us.
Please include your contact name, business name, complete
mailing address, telephone and fax numbers, Web site address,
and e-mail address.
