I’ll start off with, “I like Consumer Reports. For the most part, the publication is concise, clean and professional.” That said, I am not sure what happened with this particular ad – it’s a train wreck. In fact, I can’t help but wonder if the ad was thrown together by someone at the office that, “kinda knows Adobe.”
Houston, We have a Font Problem:
Ah the old rule, “If a few a good, then more must be better, right?” No, not when it comes to typefaces. On the conservative side, I can pick out 4 different typefaces in this ad; however, there maybe more. I wonder how many you see. However many you’re seeing, I’d suggest more than two is too much. You can express contrast in better ways than switching to a new font every other sentence.
Maybe it’s just me, but the car sitting over the yellow bar looks odd to me. I am cool with the car overlapping the bar – nice effect – what gets me is the car over the bar, which is then overlapped by the red numbers.
Some of the leading in this ad isn’t bad, other part of it (like the, “Get Base Pricing…” title) is really spaced out.
Weak Titles at the Top:
The main title at the top gets wedged into the upper left hand corner, so much so that it ends up having as much bite as a toothless cat. Suggestion: They could have made that top section red and used reverse type that stretched across the ad, “TRADING-IN? BUYING? SELLING?” on three separate lines. Drop the car into the content area…there was plenty of white space there for it.
Weird White Space:
Speaking of that white space, check out the empty space on the left in the, “How much is that used…” section. Now go down a section and you’ll see the same weird application of white space, but this time it’s on the right. What gives?
Did you notice the checkmarks couldn’t find their way into the center of the checkboxes? Come on guys…some of the other miscues can be attributed to perhaps someone who just doesn’t have a good eye for design, this one is just sloppy.
I won’t lie to you, that was pretty rough; I thoroughly hate the ad, but not the publication. What do you guys think?