Best Use of Colour

1

2

23 ENTRIES

MARkHAM ECONOMIST & SUN

This ad has a dynamic and exciting use of colour that is on theme. The multi-coloured illustrated fireworks draw attention and movement to the ad. Leaving the trees white (without colour) acts as a perfect foreground to focus on the explosions in the background. The choice of blue text supports the winter time of the event. Possibly the URL box could have been in a dark blue, however the choice of black grounds the ad well. This ad and its colour use would have made a bold and impressive statement.

fERGUS wELLINGTON AdVERTISER

This ad and its happy, celebratory message are demonstrated through colour. The prism bold multi-coloured 2020 helps give the feeling that the future is bright, multi-faceted and filled with options for local graduates. Elements and colours lead the eye from top to bottom of the ad. Gold and copper coloured streamers and confetti shine and play nicely against a gradated background. A slanted string of banners leads the eye and each colour gives attention individually to schools. The use of whitespace allows each element to pop. Overall, the theme of this ad is well served through colour.

3

HALIBURTON, THE HIGHLANdER

This ad blooms off the page even in a smaller ad format. Pleasing coloured bands of text blocks gives a sense of layered flower beds. The field of multi-coloured flowers in the middle separate the visual and informative sections. However, treating the colour ‘Bloom’ in a red burst feels like a bud rising out of a field and leads the eye down towards the bottom. The bottom right purple flower connects the bands by breaking through. Even the use of yellow to guide the eye to important information works within the bouquet of colours.

HONOURABLE MENTION

north wellington Community newS – Strong use of colour to separate out content and stand out. Yellow choice of top and bottom ripped construction tape borders adds interest and is on brand. Choice of backgrounds and font colours aid in readability.

GENERAL COMMENT

Colour in advertising can set a mood, aid in understanding, and help in readability. Submissions this year strategically and creatively used colour to tell unique stories and solve problems. Some used colour to evoke emotion while drawing the eye in and through the dimensions of the space. Others helped in the organization and clarity of large amounts of information and to stand out from the printed page itself. No matter the goal I was impressed by the quality of submissions from OCNA members.

Judge

Karen Kavanagh

Coordinator, Advertising Algonquin College Ottawa, ON

Karen Kavanagh is the coordinator and a professor for the Advertising and Marketing Communications Management advanced diploma at Algonquin College. She is also program developer for the Bachelor of Digital Marketing Communication (Honours) degree set to launch in Fall 2021. Since joining the College full-time in 2011, she has taught the students media planning and buying across all mediums, including newspaper and digital, as well as acting as advertising professor mentor for the students on the award winning Algonquin Times. Prior to joining Algonquin College, Karen worked in the advertising and marketing industry in both Toronto and Ottawa. She specialized in media planning, account strategy and digital marketing communications.