Pampers is known for their fun teal color, quality diapers, and ads of the cute babies wearing them. This original ad (left), created by Claire Hargis, shows all of these elements. It’s simple, but eye-catching. I created a new ad (right) that could be part of the same campaign as this one. In doing so, I tried to mimic the design, colors, and typography. Here’s how the original ad used those elements, and how I incorporated the same into my ad.
Original Ad
Design: Contrast, repetition, alignment, & proximity
1. Contrast
Contrast is best seen in the colors. The bright teal stands out clearly against the white background. There is also some contrast in the sizes of the two lines of text, adding visual interest.
2. Repetition
The colors and fonts of the text repeat at the top and bottom of the ad, giving it a more cohesive look.
3. Alignment
The upper, left-hand text is aligned with the left side of the page, and is closely aligned with the hands of the baby in the picture. The lower, right-hand text mimics the other, and is aligned with the right side of the page.
4. Proximity
There are three main elements in the ad: the copy at the top, the image of the baby, and the logo in the color block at the bottom. The lines of text at the top are placed together tightly, and the three main elements are placed farther apart to create a distinction between the three.
Colors
The colors of the ad use Pampers’ well-known teal brand color. There are two shades used to create some contrast. A darker teal is used for the words, while a lighter teal is used on the color block at the bottom of the page and is also seen in the baby’s diaper. The warm-colored, peachy skin of the baby also contrasts against the cooler teals in the ad, as does the yellow heart on the logo.
Typography
The typography in the ad is simple, but helps to create the mood and tie the ad together. The sans serif copy at the top is very similar to the text of the logo, and creates repetition that way. It is also what creates contrast through the teal against the white and the different text sizes between the lines. It also creates repetition between the top and bottom that unifies the ad.
New Ad
Design: Contrast, repetition, alignment, & proximity
1. Contrast
The new ad uses the same type of contrast as the older, seen in the teal against the white background. It also repeats the contrast of the two lines of text.
2. Repetition
The new ad also has repeating colors and fonts at the top and bottom of the ad. Like the original, it unifies the ad.
3. Alignment
The alignment is slightly different on this ad than the original, though some aspects are similar. As with the original, the upper, left-hand text is aligned with the left side of the page. However, the logo and text beneath it are also aligned on the left side, so that all text is aligned.
4. Proximity
The proximity of the new ad echoes that of the old, with three main elements (the baby, the copy at the top, and the logo and color block at the bottom) that are separated by white space to distinguish them.
Color
Like the original ad, the colors in the ad use the same teal that is Pamper’s recognized brand color. The darker is seen in the logo and the text. The lighter is seen in the color block at the bottom. This ad does not have the blue in the baby’s diaper, though the peachy skin does provide the same contrast in warm and cool colors as the original ad.
Typography
The typography in the new ad repeats the look and feel of the original as closely as possible. It also has a sans serif font that repeats the casual look of the Pampers logo. The copy at the top uses the same darker teal. The two lines of text are placed closely together, but there is contrast in the size of the two lines to make it more visually interesting.
Both ads incorporate the same simplicity to get the point across quickly, along with a bit of humor. However, other principles used are what make them look like they belong in the same ad campaign. The colors, typography, and design principles of the original ad repeat in the new one, creating another call for parents to trust in Pampers as their diaper of choice.