The purpose of this ad is to entice new visitors to book with the resort. The audience is both first-time visitors to the Caribbean and first-time visitors to the resort. To be effective, the ad needed to depict a sense of relaxation, comfort, and the allure of an extended getaway in a tropical paradise.
The design concept is luxurious relaxation. The photo depicts an inviting pool deck in a beautiful Caribbean resort. The tagline, “Stay Longer, Save More,” invites budget-conscious travelers to consider a more extended stay. The ad tells readers they can spend less on a more extended stay and still enjoy a luxurious resort. The principle of balance is applied by the placement of the text in the negative space above the trees on the right. The reader’s eyes are naturally drawn from the top-left to the bottom-right by both the flow of the text and the shape of the image. The contrast between the text colors and the sky, along with the vibrant blue of the pool, adds to the visual appeal.
The colors for the magazine ad have been adjusted to adhere to accessibility standards for printing. Drop shadows and text colors have been modified to increase legibility.
