Email Design for Dunkin’ Donuts

Phew, this week sure was a doozy! In class we learned about company e-mails and how important they are for marketing. Did you know that 91% of people check their e-mail at least once per day, and that the average person receives 416 e-mails in a single month? I know that I receive at least that many from all the companies I have subscribed to. Emails are a very popular and useful way to market a brand, when done correctly. This week my class learned tips and tricks to create the most effective design for e-mails, and how the slice tool in Photoshop makes it that much easier to translate graphics to HTML and CSS.

This week, my class was given the task to create a promotional e-mail based on the company we chose last week for the banner ad assignment. I had chosen Dunkin’ Donuts and did a holiday inspired theme based on their holiday coffee flavors, so some work was already done for me! The logo and coffee bag image was easily accessible, and I had already downloaded a variation of the Dunkin font, so that made my assignment easier already.. but don’t let it fool you, this was probably one of my most time-consuming projects yet.

We had various criteria to meet, including displaying at least three photos, the company logo, a navigation bar, a footer, three social media icons, a clear promotion, a call-to-action, contact information, a way to unsubscribe, a way to share with a friend, and a way to view in a browser. Basically we needed to include all the tiny background elements you often forget are even in an e-mail!

My banner ads had an orange background, but I decided not to translate to the e-mail literally. So, I simply gave the white e-mail a thick orange border. Next, I placed the logo image and created the navigation bar. You can see from my final that I set the navigation behind the logo to make it stand out, and added various links to different pages of their website. I copied the navigation bar and pasted it as my footer at the bottom, but of course altered the content. The social media icons on the footer took a long time to perfect; I could see what I wanted in my mind’s eye but couldn’t figure out a simple way to reproduce it!

Next I placed the coffee bag images (with drop shadows) and set them all side-by-side. I decided to create a banner image by using different rectangular shapes, altering them using the direct selection tool and free transform, turning the whole into a smart object, and warping it (specifically with arc at 15%) through free transform again. This took me about 30 minutes to really perfect because it had many layers, but ultimately I think it makes my design that much more interesting. I did this banner in a magenta color drawn from the Dunkin’ Donuts logo, and set white promotional text on it. The rest of the text of that promotion was done on a magenta button, which had a bevel and emboss effect to give it more dimension. I decided on a 40% off coupon for “our loyal subscribers” because it promotes e-mail and brand loyalty, in the form of a coupon. 🙂 I basically copied this process for my second promotion, the gift card. However, instead of all the text being on the button, I set the text in Dunkin’ orange and made a smaller button with “Click here.” Who doesn’t love gift cards, right?

Even though my design isn’t totally the same as my banner ads, the ideas are still identical. For example, in both I used the magenta color to draw your eye to the most important elements: the header and the call to action.

Below you can see my final image. I emphasize final because I cannot stress how many times I uploaded my image here, noticed something I didn’t like, changed it in Photoshop, and had to re-upload it again. (Hint: the answer is an embarrassingly high number.) Anyway, from here I could easily slice pieces of the image to then translate to the e-mail. I hope you enjoy it as much as I do.

design10

DISCLAIMER: I am in no way affiliated with Dunkin’ Donuts. This was an educational exercise, and I’m simply a long-time patron.

Dunkin’ Donuts Holiday Banner Ads

Happy Sunday, everyone! This past week in Digital Imagery, we discussed banner ads as a form of advertisement. Banner ads are pretty interesting way to market to consumers without them being able to just toss it aside (like the ads you find in your mailbox… does anyone look at those?). They are those sneaky little boxes you find as you browse random websites (CNN, Facebook, etc); they can be stagnate or animated, but most offer some kind of reward for clicking the ad and going to the advertiser’s page. They normally are pretty straightforward, too, containing the company logo, a simple promotion, and a button to link you to their page. They don’t always even need a picture! Most come in a standard size, such as “leaderboard,” “skyscraper,” or “button,” but there are others, as well.

This week I was assigned to make a banner ad series for a company in its fourth quarter (October, November, December). This is definitely my favorite quarter of the year, so it was hard for me to decide exactly which company to pick! 🙂 As an avid coffee drinker, I decided to go with a company that celebrates the seasons as much as me: Dunkin’ Donuts. We needed to make banner ads in the following sizes:

  1. Leaderboard: 728 x 90
  2. Rectangle: 300 x 250
  3. Skyscraper: 160 x 600
  4. Button: 320 x 75

So, the first thing I did was look for some photos I could easily edit. I found a nice large image with three differently flavored coffee bags and a nice large Dunkin’ Donuts logo. Using the magic wand tool, I deleted the white backgrounds around the coffee bags. Since Dunkin’ Donuts uses bright orange and pink as their colors, I decided to make the background of all of my banner ads a gradient of a bright orange to a slightly lighter orange. I started in the rectangle (it seemed like it would be easiest because of its nearly-square shape) and placed the Gingerbread coffee bag and the logo inside. I managed to find a similar-looking “Dunkin” font on dafont.com, so next I added the type “Introducing… All new HOLIDDAY flavors!” in white with the double “d” in “holiday.” As an avid consumer, I know that Dunkin’ Donuts likes to add the second letter, since it’s their alternate logo. I then created a pink button using the rounded rectangle tool, and added a 3pt stroke. Beneath the button I added a “Limited time only” caption because holiday flavors only last through the end of January (if I remember correctly). Finally, I added a drop shadow to all of the main promotional type and the coffee bag to give the image some depth, and a 1pt black stroke around the entire image.

For the other three banner ads, I did a variation of this advertisement. The size was quite constrictive of how many coffee bags I could use in each advertisement, how detailed I could get with the promotion, and of course placement for the logos, images, and type.

Here is my final ad series:

rectangle
Rectangle ad.
leaderboard
Leaderboard ad.
skyscraper
Skyscraper ad.
button
Button ad.

Last but not least, I was challenged to turn one of my banner ads into an animation. I chose to do the skyscraper because I thought it was the most interesting. I opened the timeline panel from Window tab, and set up five frames at 2 seconds with .2 second tweening between each. Finally, I set up a 3x loop. You can see my final product below.

ddanimation2
Skyscraper ad animation.

Thanks for stopping by, see you next week!

Disclaimer: I am in no way affiliated with Dunkin Donuts, I’m simply a consumer who enjoys their products and this was an educational exercise. 🙂