OUGD601 - Practical Concept & Research into Sneaker Advertising

To demonstrate the relationship between art direction in film and graphic design, the practical research will develop a piece of graphic design using art direction techniques. Colour harmonies being one of the most contemporary techniques that keeps the relationship between the two, will be the main focus of the practical research.

Sneaker advertising will be the most successful practical exploration. The 'sneaker' trend is very popular at the minute, especially with Nike's rereleasing classics on anniversaries. Advertising for trainers is often done on social media platforms such as Instagram or Facebook and successfully uses communities to promote through word of mouth. The current trends in trainer advertising is very minimal, often with simple photography and stripped back typography, and sometimes just with a simple photograph of the shoe. It is already a good example of use of colour in graphic design and it is very similar to some of the work looked at in the critical essay.

Existing advertising can already be seen using colour harmonies to their advantage, however not to the same extent that is often used in production design. Often, a simple one colour backdrop is used that compliments the shoe, it might be a matching tone of a part of the shoe. For example these adverts for the Nike Air Max 1 can be seen with simple one colour backdrops that compliment the shoe, the grey backdrops are a tone that can be seen on the shoe. In the second advert the forearm of the person holding the shoe has been painted to match the red on the shoe.

 

This next example is using a subtle analogous harmony. The red of the shoe can be seen reflected in the bangle of the arm holding it, and the backdrop is a subtle red tone that compliments the red in the shoe and the arm holding it. This analogous combination is satisfying to the audience and there is a visible unity.

In these converse adverts, the trainers are photographed with a backdrop that matches the colour of the shoe with another colour bursting through the backdrop that is complimentary of the shoe. Although engaging in colour, they could demonstrate more unity and be more engaging to an audience if they took advantage of the use of colour harmonies.

Sometimes trainers are shot in a more textured environment, typically in one that creates a monochromatic harmony. Whilst its monochromatic nature creates a relaxing pleasing image, the texture of the setting makes it engaging. The following examples are demonstrating a more successful use of colour harmonies.

Trainer adverts, although already demonstrating strong use of colours, can take advantage of the harmonies used in production design which will bring a unity overall making them more successful.