When brainstorming the ideas for our campaign we found it helpful to look back at previous poster campaigns that durex have done before. Most of the designs use a pale blue background with a slight white gradient highlighting the items that have been placed in the middle of the posters. All the posters have a simplistic and minimal style to them generally with one piece of photography or illustration as the main focus which often tells the story of the poster meaning there is little need for any text. If text is used in on the posters it is usually only one or two short lines in a small sans-serif typeface at either the top or the bottom of the poster, this is often paired with the Durex logo. Occasionally, Durex do also use full bleed photography in their poster designs. This is also paired with small text and the Durex logo in the bottom corner of the poster. Below are a selection of some of Durex posters that have previously been published.
Although this seems to be the consistent design style throughout the Durex advertisement, we decided that we will stray slightly from this to give a new and refreshing look that will appeal more to the younger generation in order to promote safe sex and the importance of carrying a condom. We will still use some aspects of the designs, mainly the use of small sans-serif typeface and small Durex logo at the bottom or top corner of the poster layout.
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