Cuisinart Magazine Advertisement
Single page advertisement. To explicitly show what the product can do, I placed an image of tart with an elaborate decoration made from arranging delicate apple slices.
For SFU Publishing Course
Type: Graphic Design
Tools: Adobe Suite (Photoshop, Illustrator and InDesign)
Goal
It was a month-long solo project about redesigning an advertisement from a cooking magazine called Bon Apétit. The project goal was to create the double spread advertorial, online advertisement campaign and a single page advertisement for Cuisinart Elite Collection Food Processor.
Role
As a graphic designer, I researched how and why magazine advertises beauty products even though they are a cooking magazine. How OPI advertised their nail polish along with food recipe became an inspiration for double spread advertorial pages. Also, I looked through magazine collection in bookstores and Vancouver Public Library in order to study physical samples of Bon Apétit magazines. Analyzing their website and media kit helped to create advertisement materials for Cuisinart product.
Challenge
Selecting the right images to express the functions of Cuisinart product was the most challenging aspect of this project. I had to find ways to express different slicing features and versatility of the product in words, images and visual elements.
Original magazine advertisement
Brand
Bon Appétit is an American food and entertainment magazine. They have articles and advertisements about food, recipes and lifestyle products such as beauty items since the majority of their readers are female; according to their media kit, 74.6% of their readers are female.
Title font
Headings and body paragraph
Double Spread Advertorial
The original advertisement focused on people's passion for cooking and process of cooking. I expanded on the idea of slicing/blending process in order to showcase the elegant details and the features of the product. The double spread advertorial includes detailed explanation about different slicing features of the food processor through preview images and short descriptions to give the readers a quick overview of the product’s versatility. As for the double spread advertorial page (in the image below), I referenced Bon Appétit magazine’s six grid layout for organizing the visual and written components. The first page mentions the eight different slicing and shredding features.
The closeup images of sliced food are chosen based on how well the slicing features of the product can be shown. I wanted to showcase the diverse functions of the food processor.
Online Native Advertisement
The online native ad expands on the content of double spread by showing a full view of preview images. Unlike print materials, the digital advertisement contains direct links to Cuisinart recipe website pages. I studied sponsored content slideshows, which Bon Appétit website has for the lifestyle products or the beauty products such as OPI, for the online native ad. I believe that slideshow would be a suitable method to showcase the features of Cuisinart product while providing links to various recipes using the food processor rather than using a single recipe since my focus was to show the diversity of the product.
Result/Design Approach
The overall visual design decisions are made to communicate the elite image of Cuisinart and their product. The main colours are black, yellow and white. On the single page advertisement, the black background helps to bring out the blurred image of food processor and the apple tart into the center of attention. I used a similar approach in creating the online native advertisement and double spread advertorial page as well. By adding visually engaging photographs displaying the full potential of Cuisinart product, I was able to create advertisement campaign which clearly demonstrates what user can do with the product and what kind of lifestyle they could lead if they were to purchase the product.