Lee K Promo
The design (BTS)
Background: This design started as one of our weekly exercises, I had a completely different color scheme, but came across this color scheme looking for palettes and I thought it fit with the overall theme of the design. This is meant to be an instagram ad to promote a Lee K DJ set on Twitch.
Contrast: I chose a black and white image because it fit well with the whites and blacks in the color scheme, but the red background is the main contrast with little pops of red text.
Alignment: The alignment is mostly left-sided. The main image (Lee K) and the bottom text are both left-hand oriented, however, the background text spans across the whole design. The spacing of the background text aligns with the top, middle and bottom third lines.
Proximity: Lee K is taking up most of the space on the design, with the background text spanning across the third lines. I placed the information details at the bottom to give some separation between that and the rest of the design.
Repetition: There is color repetition with the red, black and white. The text in the background is giving some depth and repetition to the image.
Color Scheme: Red, white black and blue are the colors chosen for this design. The red and black are very bold, while the white and blue are a little softer to give some contrast.
Font Choice: I chose a san-serif block text for the main font type because it’s a common font type in modern EDM promotions. It also gives a cleaner feel to the design, which fits the simplistic color scheme. “Lee K” is in a cursive script font to contrast the other font used.
Photoshop: The main tools I used are listed below.
Rectangle tool
Object selection, layer masking and brush tool
Ellipse and brush tool
I started with a red background and started layering elements — first was the Lee K image after I was finished cutting it out. The blue halo is one of the first elements I added — I wasn’t always sure it would work, however, and removed it multiple times — which was made using the ellipse tool and some brushing over top with a soft brush to give it that glowing effect. To soften up the glow a bit, I added a gaussian blur to the halo. After that, I wanted to layer some text in the background, for this I used the type tool and spacing guides to put the text in the middle of the thirds. Finally, came the details at the bottom and the “Lee K” script. As mentioned above, this started as a different design with a separate color scheme; between transferring it over and changing the color scheme, as well as some tweaks here and there, this ended up being one of six or seven versions that I started with.
Photo Credits: Magnetic Magazine
Font credits: James Stroker, Regular; Futura, Condensed Extrabold