Intro

In 2013, Leo Burnett of France created an ad for Jeep called “Giraffe.” The ad consists of an optical illusion. Viewed one way, it appears to illustrate a giraffe, and when flipped over, it appears to be a penguin. Jeep began by producing general purpose vehicles for the military during WWII. According to legend, the name Jeep originates from “GP,” which soldiers used to refer to general purpose vehicles. Today Jeep is owned by Fiat Chrysler and produces approximately 1.4 million cars per year. They are one of the most popular choices for off-roading available on the market.

https://www.adsoftheworld.com/media/print/jeep_giraffe

CONTRAST

Here, we can see how the darker brown contrasts sharply with the beige colored fabric of the background. The brown serves to highlight the optical illusion as well as the text placed at the top and bottom of the ad. Notice there is also a gradient in the background at the upper and lower edges of the image, which draws the viewers’ eyes to the center of the image.

Repetition

The ad clearly illustrates three forms of the principle of repetition. The BOLD sans-serif typeface is repeated in both instances of the text. The darker coffee color is used for all of the elements the ad designer wanted the audience to focus on. The mirroring of the text places extra emphasis on the brand name, while also allowing the ad to work in either orientation. Hence we see a giraffe in one orientation and a penguin in the other.

Alignment

This image is center aligned, which means it is highly likely that it is a conscious decision by the creator. It forces the reader to focus on the center of the image, and it ties the giraffe and the mirrored text together nicely. Because the text is curved on the upper and lower halves, the alignment helps create the beginnings of the outline of a tire. This could remind viewers of the wheel which is commonly seen on the back of Jeep vehicles today.

Proximity

The close proximity of the elements in this ad helps frame the optical illusion at the center of the design. The message of “See what you want to see” invites the viewer to reassess what they are looking at. It also gives the readers a clear structure to follow – from top to bottom.

Color

The colors of the ad are largely monochrome, and are simplistic yet effective because there aren’t many elements to divert the viewers’ attention. The center of the background is a light beige which appears to be fabric, and it gradients into a darker beige at the top and bottom of the image. This might remind an onlooker of the fabric upholstery on the seat of the car, or on the soft-top cover of a Jeep. The earthy colors remind the audience of the outdoors and encourages them to make the most of the unique experience if proffers – hence their message, “See what you want to see.”

Conclusion

All five principles of design are present in this ad by Jeep. The use of these principles brings a razor sharp focus to the central elements of the ad and draws in the viewers’ attention promptly. The earthy colors give it a warm and inviting feeling, as if it were encouraging the audience to go and experience life to the fullest (in a Jeep of course)!