Introduction
Fanta is an orange soda that has over 82 years of history. In 2017, Fanta, a fruit flavored drink manufactured by the Coca-Cola company released a strong series print adverts. The company hired the Istituto Europeo di Design in Milan, Italy to create these print ads for them. The art director, Gregorio Manetti created a design that beautifully uses the four basic principles of design.
Contrast
In this ad there is a clear principle of contrast. The eye is automatically drawn to the shiny, cold-colored metal soda lid. The silver lid contrasts the natural orange, suggesting that this soda is tastes like the fresh fruit. It also is a nice resting point for the eye as it really contrasts the deeper, warmer orange that fills most of the space.
Repetition
The designer created repetition with a circular shape. The text in the top left corner has been arched to create a nice rounded shape, as well as the font chosen has nice rounded, soft edges. He heightened the rounded shape of the orange and the round soda lid by placing lighter beams behind it. These straight lines emphases the rounded shape, because of the contrast of the two shapes, but also due to the fact that it looks like a sun. This all ties beautifully back to the Fanta logo which is within a white circle.
Alignment
Here we can see that nothing is just arbitrarily placed. There is a nice flow to the the information. The text in the top left corner feels natural to read first, it guides the eye to the center of the image which is the orange with a soda can lid, which guides the eye to the logo in the bottom center. It continues the keep the attention of the viewer in a clear cycle of visual information.
Proximity
There is also a clear use of proximity. The designer reduced clutter by placing the text information into the top left corner. The text is all grouped together indicating that it is all related. It also creates a clear visual structure that the view can follow, of information, visual representation, and where to find it.
Ashli Lauren 