GEICO Ad Analysis
The Geico Insurance Company indeed offers a whole portfolio of service offerings from the auto insurance that made them a household name to homeowners and umbrella insurance as well as any vehicle. The iconic Gecko dons the main page, who motions to the service offering menu, and you can almost hear him say, in his polite English accent, “here, look what we have for you.”
The tagline for the Geico ad “more than just car insurance” is simple and to the point, and its placement near the top of the page, surrounded by lots of white space, immediately draws the eye to it; as does the image of a white car bubbled in blue, which is immediately below it. Also the company logo at the very top of the page. Contrast is used effectively by leveraging the white space in the ad on the sides to draw the eye to the center where the live links are.
Contrast is used effectively by leveraging the white space in the ad on the sides to draw the eye to the center where the live links are.
The bubble theme of the car and each of the service offerings in the middle of the page, and at the bottom of the page lend continuity to the ad itself. The icons are simple, but in the same family of basic, no-fills shape types.
The center-adjusted alignment of the links underneath the service offerings in the middle of the page lend continuity to their icons in the middle of the page (both centered). The left-adjusted links at the bottom of the page do the same (those service offering icons are also left-adjusted).
The large image of the Gecko on the left pointing to the icons and live links in the middle of the page is effective because it highlights them, and draws the eye to them.
The center spacing of the links underneath the service offerings in the center of the page, again, draws the eye to them. There are a lot of links to choose from, but because of the simple typeface, centered alignment of the icons and correlating links (in the center of the page), and left-adjust alignment of the icons and correlating links (at the bottom of the page), it flows naturally from top to bottom.
The closeness of the ‘start a quote’ and zip code box directly under the tagline and car icon is effective because the page is set up intuitively from top to bottom. Step #1: consumer acknowledgment that you can get more than just car insurance from this company (see, Mr. Gecko points the way….). Step #2: you just need a zip code to start an auto quote. Step #3: if you need more than just auto insurance, the services offerings are just beneath it. Step #4: if you need something other than a quote; all of the administrative options are below that, with correlating links.
The color scheme is almost whimsical, but this is effective due to the ‘mascot’ of the gecko being so colorful itself. The service offering icon color scheme is a play on that theme and the larger icons at the bottom of the page utilizes the lime green and orange found in the gecko itself. The complimentary blue at the bottom gives a nice color contrast, as does the icons in the middle of the page as the hues are all in the same color family. Notice that the color hue of the “START QUOTE” rectangular icon in the middle right of the page and the “EXPRESS SERVICE” icon in the lower left of the page are the identical, this is to imply that the express service offerings are just as simple to complete as getting a quote would be.
The white contrast of the GEICO logo and car icon against the bold blue stripe at the top of the page and in the car icon-bubble below the tagline, are not in the same color family as the icons and this stands out effectively and draws the eye to the top after scanning the page.
All in all, this entire ad is clean, intuitive, and very effective. It makes one think that the experience with this company will be likewise. The use of lots of white space around the service offering icons is especially effective, and the lack of “page clutter” is refreshing. We like to see the gecko, too! We trust him, right? He is British afterall……