by MRI Starch (Advertising age)
The Crate & Barrel Stores ad serves as a helpful gift-giving guide for readers, spelling out all that they would need to know explicitly and with great visual appeal.Apart from the gift display, the ad also includes a photo image of a little girl, partially obscuredfrom view by the large Crate & Barrel gift box that she holds. In keeping with the rest of the ad,her dress is red, as is the ribbon that is crisply tied around the box. MRI Starch data repeatedly underscore the fact that bright primary colors are an invaluable tool for capturing reader attentionat high levels. As such, red (particularly when juxtaposed against a snow white background) was the ideal choice to maximize both the ad’s visibility and its own “very merry” brand of holidaycheer.
Agency: Dangel Advertising, Lake Forest, ILCRATE & BARREL STORES
Publication: O The Oprah Magazine, 12/2008
Category: Home & Building-Direct Response
Engagement Score: 121%
Category Average: 71%
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