Applied Studies in Food Posters
In the summer of 2020, I studied food advertisements from some of the leading Fast Food Restaurants in the Philippines. I applied these knowledge into creating the following posters.
Beverage
Jade Milk Tea
Jade Milk Tea
I found that beverage advertisements had reoccurring elements: dew, splashes, drips, and mists. Colors are mostly bright and vibrant, and shapes were used to highlight the main product. The goal was to present the product as refreshing, cool, and full. After learning these, I applied it to this Jade Milk Tea (made-up brand) poster:
Process
I prepared by resourcing copyright free assets like milk tea, liquid splash, and dew. Then, I went to the composition. First, I made it so that the Milk Tea would be the largest element. I placed it in the middle for it to be the center of attention. Next, I manipulated the cup to be open it slightly, as if by accident. I added a slight tilt to sell the movement, then added the layered splash, drip, and dew. When I realized that the eye would be first drawn to the direct middle where dew is, I added a bright red circle outline on the upper half of the beverage. This way, the attention will be drawn towards the splash first. From there it would go down, so I placed the Jade Milk Tea title below. I added more shapes to balance and fill the poster. I also added mist to sell not only the coolness, but also the tall size of the beverage; imitating a cloud. Lastly, I added textures to the background to make it more visually tangible, and adjusted the colors to match.
Burger
Big Deal
Big Deal
The goal in advertising savory foods is to make the customers drool over the sight of the product. Posters use warm tones and high contrast to sell the warmness, crispiness, and juiciness of the food. I applied these knowledge and more into crafting this poster for Munch:
Process
In resourcing, I found a photo with great resolution. I decided to play around this and make the burger as huge as possible. The idea is to highlight the contents of the burger and make it seem like it's busting out of the poster. I placed this behind a dark background to make the colors and contrast pop. I used a bold san serif font in all caps and white to symbolize the boldness of the product and to contrast the other elements. I added a slight glow to simulate a led-sign common in fast food stalls and establishments. I also added embers to sell more of the fresh-from-the-grill feel. I applied hierarchy rules in arranging the details below, and added social media handles to direct the viewers to more social media content. Since Munch is a made-up brand, I crafted a minimalist typography logo. I decided to use a bold sans serif font in all upper case to make it appear bold, similar to the idea behind the poster. I chose a reddish orange color to sell an idea of savory food. Lastly, I added sharp bites on the side of the "M" as a reference to the act of munching, and as a general idea behind the brand.
Sweets
Special Cupcakes
Special Cupcakes
Sweets advertisements are framed to be a must in special occasions. In the Philippines, they are often targeted towards families. I listed a few words that describe the posters I studied such as light, celebration, and sweet. I used these concepts, along with some elements I observed to craft this poster:
