DYSON PRINT ADVERTISEMENTS

Print advertisement concepts for the Dyson AM09 bladeless fan.

Project Brief: Create a set of advertisements for Dyson which will be placed in O Magazine.

My goal was to retain the current Dyson brand identity with the use of solid backgrounds, their typographic style, and prominent display of the product, yet also introduce some fresh ideas that could be a new direction for Dyson to take. This new direction targets the readership of O Magazine, where these concepts would theoretically be placed.

California Baptist University
Class: GDM430 – Advanced Image
Instructor: Heather Burt
Project: “Ad Design”
Term: Spring 2018

RESEARCH: DYSON

Dyson advertisements typically place focus on the product alone through the use of solid backgrounds. Technical aspects of the product are also highlighted as selling points and as features that make their products stand out from their competition.

RESEARCH: O MAGAZINE

I had to consider the target audience of O Magazine since they would be the main viewers of the advertisements. This monthly magazine is primarily marketed towards women (particularly, those of the middle class) and topics range from beauty & style, food, health, and personal growth. The magazine’s slogan is: “Live your best life.”

CONCEPT ONE: “WOW!”

This concept is more playful—the product acts as punctuation in this design. The product photo helps to establish the column grid structure for this layout. Having abundant whitespace of the left side of the composition gives the “wow” more emphasis.

CONCEPT TWO: “FANLESS”

Elegance was the main goal for this concept, which bears more of a family resemblance to current Dyson marketing. The achromatic color scheme is based on the colorway of the black/silver AM09 fan, and the tagline highlights the signature feature of the product, while also serving as a phrase that piques the reader’s interest.

CONCEPT THREE: “TWO-SIDED”

This concept breaks away from the understated color palettes that Dyson typically uses. Color is used to signify the dual purpose of the product, which can be used as a traditional fan to cool, or as a heater. Also, there’s a cheeky line present in the body copy: “No more ruined hair-dos” is a playful line meant to appeal to the readership of O Magazine, and also hints at the product’s quiet, fuss-free operation.

CONCEPT FOUR: “BEAUTIFUL SILENCE”

One of the stand-out features of the Dyson AM09 is its silent operation compared to conventional tower fans and heaters. I focused on that feature for this concept.

The background represents an anechoic chamber, which is used for sound testing. It is kept subtle so that the product is not overpowered and remains the focal point. A three-column layout keeps all the information tidy.