The ad above was created by Apple after the unveiling of the iPhone 6. Apple was rather late to the “bigger phone” game. The first five iterations of the iPhone screen were measured 3.5-inches diagonally. The iPhone 5 and 5s measured at 4-inches diagonally, but compared to the competition those iterations of the iPhone were significantly smaller. It wasn’t until the iPhone 6 and 6 Plus that Apple finally chose to make bigger iPhones. The iPhone 6 had a 4.7-inch screen while the “phablet sized” iPhone 6 Plus had a 5.5-inch screen. Rather than focus solely on the bigger form factors, Apple’s ad attempted to make the consumer think that the iPhone 6 was more than just a bigger iPhone.
Image from Pinterest: https://www.pinterest.com/pin/209980401354399238/
You can tell that it was intentional to have the iPhone 6 and the words separated. The text are closely together because they convey a message. The viewers eyes first turn to the bigger text that reads “iPhone 6” followed by the smaller text below it.
Although a simple design, there is repetition with the use of white space. It isn’t used poorly.
This ad does a good job of aligning the iPhone 6 with the name of the iPhone and the slogan they have chosen to use with this ad. The first thing that catches your eye is the iPhone 6. The ad wants you to see the iPhone first and then the words “iPhone 6” and the slogan “Bigger than bigger.”
The contrast in this ad is the phone on the bottom of the ad. It really sets it apart from the text above it.
The white really sticks out in this ad, but because of the white, it makes the phone stick out a lot more. If they had used a different color, it probably wouldn’t stick out as much.
The ad uses the principles of proximity, repetition, alignment, contrast, and color. Because the use of these principles are present, the ad is easy to understand. Although the form factor may have changed, the audience knows it is an iPhone due to its somewhat familiar design and the simplicity of the ad.