Air New Zealand Ad Design

If you have ever flown Air New Zealand, you know they have the greatest safety videos of all time. From Lord of the Ring themed flight safety to Bear Grylls wild style safety, they know how to entertain. This creativity shows through in their advertisements, one of which I would like to reverse engineer to understand how they effectively market.

Alignment

Alignment creates a pleasing look, and Air New Zealand has utilized symmetry to create alignment. The photo is balanced left and right, with a central theme which brings focus on the wording.

Repetition

Repetition helps to solidify a message to the reader. In this case, the symmetrical balance of the ad inferers balance; an expected trait of an airplane. The phrase, “Kia Ora” is also repetition- a maori greeting that the airline uses when posting on social media, responding to emails or phone calls, and when boarding a flight. Font for the phase is always the same.

Proximity

Primarily created by symmetry, the proximity Includes spacing, which compliments the top-heavy ad. Any writing in the space in the bottom corners would make this ad intimidating and overbearing.

Contrast

Air New Zealand Utilizes two primary colors, blue and yellow, in varying tints and shades. Yellow, as a hot color, is centrally focused as light while the blue shades as cool, create a darkness. The effect is aesthetically pleasing and stunning, and speaks to the viewer as the Airline being a light in darkness. There is also contrast in font styles and sizes, which help keep focus in order.

Conclusion

Air New Zealand created a stunning ad, utilizing the above mentioned features. The ad could have been improved with additional repetition, and utilized shades or tints of red as a third contrasting color.