This ad was designed for a machinery company that sells American- and European- made products to the Chinese agricultural market.
From a marketing perspective, the main objective for this advertisement was to introduce to the Chinese dairy market the new high velocity low speed (HVLS) fans.
The copy for product specs and features had already been translated by the marketing team, it was my job to work the text into the entire design.
For my work, there were several challenges I needed to overcome for this design:
For the Chinese text, I mainly used Microsoft Yahei because it is a sans serif font that features straight lines and slightly rounded angles, this smooths out the overall text while maintaining legibility even at lower font points.
For Chinese titling, I chose Tensentype. It's a non serif font that works well with MS Yahei. It mitigates a lot of sharp angles from stroke elements like the hooks and the slants, and turn them into more subtle curves, this gives the overall text a very modern look.
For English lettering, due to its sparsity, I used Myriad Pro as a non serif font.
Overall design inspiration came from ads that the MacroAir company has been pushing out: product on a dark blue-gray background to give it that sleek, dark, and modern feel.
Since this product was designed for Chinese dairy farms, I had to put the product into the dairy farm context. I found a photo of a dairy barn that the machinery company provided, went to Photoshop and removed all colors, I also added Gaussian blur to the picture so that when I put the fan in, the fan would stand out from the blurry background. I also added a bit of vignette to the background picture to enhance the contrasting effect from that light tunnel.
To match the MacroAir brand, I chose the same blue for all Tensentype subtitles and highlighted texts. For rest of the text, I used white just so they can stand out from the background colors. As a final touch, I added that streak of orange on topmost layer to show that this ad came from the broker and not the manufacturer.
Overall, everyone was very pleased with the design. This ad would be printed as brochures to be handed out at the next major dairy expo in China.
