The poster is to advertise the new product of Burger King, which is a burger with black-colored bun and source. This burger is extraordinary and “looks” different from traditional burger, but it can taste even better than the traditional one. However, people in reality tend to see things based on their superficial appearances and ignore their intrinsic values. Therefore, this poster is going to promote the black burger through instilling an idea that things can never be judged from the outside because one will never know how good the inside is.
We create a slogan “NEVER JUDGE BEFORE YOU TASTE” to represent the new product. This slogan intends to construct a contrast effect between before and after tasting the burger. That is to say, it is expected that customers may have a relatively negative judgment towards the burger, but their perception will change after having a taste of it. On the other hand, a tagline is placed below the slogan to stress how surprising and outstanding the black burger is as well as to distill the corporate value of Burger King: provision of out-of-expectation services and products.
Moreover, we use dark color tone and black background to match the mysterious image of the black burger. Furthermore, images are inserted into the poster, the one next to the slogan shows how the new product looks like and the other two on the top show two Disney characters – Cinderella on the left and the step-mother of Snow White on the right. Normally, people see Cinderella as beautiful, innocent and benevolent and see the step-mother as ugly, evil and horrified. Nevertheless, they are presented differently from the original that Cinderella and the step-mother are holding a knife and a flower respectively, in which knife and flower represent their inner values. The purposes of these two images are to convey a message that one’s outside does not mean everything, and more importantly, to restate our slogan “NEVER JUDGE BEFORE YOU TASTE”.
We create a slogan “NEVER JUDGE BEFORE YOU TASTE” to represent the new product. This slogan intends to construct a contrast effect between before and after tasting the burger. That is to say, it is expected that customers may have a relatively negative judgment towards the burger, but their perception will change after having a taste of it. On the other hand, a tagline is placed below the slogan to stress how surprising and outstanding the black burger is as well as to distill the corporate value of Burger King: provision of out-of-expectation services and products.
Moreover, we use dark color tone and black background to match the mysterious image of the black burger. Furthermore, images are inserted into the poster, the one next to the slogan shows how the new product looks like and the other two on the top show two Disney characters – Cinderella on the left and the step-mother of Snow White on the right. Normally, people see Cinderella as beautiful, innocent and benevolent and see the step-mother as ugly, evil and horrified. Nevertheless, they are presented differently from the original that Cinderella and the step-mother are holding a knife and a flower respectively, in which knife and flower represent their inner values. The purposes of these two images are to convey a message that one’s outside does not mean everything, and more importantly, to restate our slogan “NEVER JUDGE BEFORE YOU TASTE”.