Creative Effectiveness Review

Creative Effectiveness Review: McDonald's Big Arch Bacon Burger OOH – Appetite Wins, Persuasion Missing

Optiks.ai | November 1, 2026

McDonald's creative with its Optiks.ai Effectiveness Score

Placement & Communication Task

This digital citylight screen for McDonald’s Big Arch Bacon Burger campaign is located on a sidewalk, targeting pedestrians at an optimal 8-foot read distance. The likely communication objective is drive consideration: turn appetite arousal into a tangible next step, such as a visit, app order, or store drive-through.

What Works: Arresting Appetite and Brand Clarity

Instant Brand Recognition: The cropped golden arches in the lower-right, paired with the dominant red background and bold white headline, anchor the creative unmistakably to McDonald’s. The Optiks.ai report identifies that even with the arches partially cropped, brand linkage is strong and immediate (see #analysis-report).
Appetite-Driven Visuals: The hero burger occupies roughly 45% of the canvas, with glossy bacon, melty cheese, and a seeded bun capturing hungry glances. The Coca-Cola Zero Açúcar glass adds refreshment cues—together, they amplify the meal proposition.
Text Legibility: The all-caps, heavy white headline on saturated red is set in the upper-right, reading in under a second. Color contrast ratios far exceed WCAG AA and even AAA for primary copy fields, ensuring visibility under variable daylight.

These choices create pre-attentive salience and rapid comprehension. Four coherent elements—headline, burger, beverage, and brand anchor—respect working-memory limits, minimizing cognitive load (per Optiks.ai report).

What Holds It Back: Missing the Persuasion Hand-off

No CTA or Action Prompt: The poster allocates 0% of canvas to a call-to-action, location, or price cue. The Optiks.ai report finds that this omission directly undermines the drive-consideration task: attention and hunger exit as passive brand recall instead of sparking action. The eye naturally travels from headline and hero image to arches, but the journey ends there—without a bridge from appetite to intent.
Beverage Competes with Headline: The upper-left Coca-Cola glass, with its high micro-contrast (bubbles, ice), briefly competes with the headline, slightly delaying name capture and splitting initial fixations by about 0.5 seconds. While pairing is clear, it marginally taxes early processing and could be simplified.
Subline Underweighted and Fine Print Ineffective: The hunger-context subline, set in white on deeper red, is about one-third the height of the headline and is easily missed in motion. Below it, fine print drops below legibility thresholds, creating unnecessary visual density without delivering information—this space could serve a more functional role.

The central behavioral mechanism—move from appetite to action—is interrupted. The OOH placement reads quickly, but without an immediate value proposition or directive (e.g., “Order in App,” “McDrive”), most passersby won’t convert fleeting attention into intent (see report).

Editorial Hypothesis: Audience Response

For a hungry audience on the street, the creative effectively triggers appetite and brand memory. However, in the absence of a direct prompt or sense of urgency, many will simply note the offer and move on, instead of taking action or altering planned behavior. The opportunity cost: lost visits and orders that a strong CTA could activate.

Prioritized Fixes and Practical Alternatives

Add a Persuasive CTA Block (Highest Priority)
Proposed Example: Place a high-contrast horizontal bar reading “Peça no McDrive” or “No App McDonald’s” directly above the arches, occupying 18–22% of canvas width and ~7–9% of height. Use white text on darker red, type size at half the headline cap height, inset 3–4% from the edges. This delivers a top-three hierarchy action cue in under a second. [Optiks.ai report: top persuasion constraint]
Optimize Subline for Visibility
Alternative: Increase subline to 50% headline height and extend to 50-55% of width. Flatten or lighten the pedestal background slightly, or add a thin white keyline for separation. Optionally integrate the subline with the CTA for a more intentional secondary message.
Simplify or Soften Beverage Image
Alternative: Reduce the glass’s visual size by 20–25% and/or add a slight blur vignette contained within the cup. This minimizes competition for top-band attention, encouraging the headline to dominate first fixation.
Replace Fine Print with Value Cue
Alternative: Substitute the fine print below the subline with a chip reading “Menu Big Arch” or price. Keep the chip background a slightly darker red than primary, maintain white type, and nestle it near the new CTA.

Tradeoffs to Consider

Clutter vs. Functionality: Adding an action bar and offer chip introduces new elements, risking noise—but these can be managed with scale, spacing, and color discipline. The clarity of intent is more critical for a drive-consideration OOH than one-off logo repetition.
Hierarchy Balance: De-emphasizing the beverage may reduce perceived meal completeness but strengthens the immediate invitation to act. Moderate reduction in competing hero imagery is advised, not removal.

Editorial Verdict

Appetite and brand identity are delivered flawlessly, setting a high baseline for recognition and desire. However, this OOH stumbles precisely where it matters most for consideration: it fails to prompt any next step in a fleeting glance. The absence of a CTA, actionable message, or even a simple prompt squanders the persuasive leverage created by bold visuals and instant readability.

The creative’s strengths—visual impact, appetite appeal, and unmistakable McDonald’s coding—should be maintained. However, it cannot be run as-is for a consideration task without a clear, prominent CTA. Marketing leadership must prioritize this adjustment before deployment. For deeper exploration of attention, visual hierarchy, and readability best practices, see Optiks.ai on Visual Hierarchy.

This independent review is not commissioned or endorsed by McDonald’s. The full Optiks.ai analysis report appears below for reference.

Complete creative analysis

This report is an independent Optiks.ai assessment of the supplied creative. Scores and predicted attention describe the model's assessment, not measured audience response or sales. The article above provides editorial interpretation.

Analysis details

Channel

Out-of-home (OOH)

Asset Type

Digital OOH Screen

Objective

Drive Consideration

Analyzed At

2026-11-01T18:37:12.405115+00:00

Effectiveness Score

Score

Scale

Out of 100. A model-based creative assessment, not measured campaign performance.

Action Steps

Label

Fix before running

Level

fix_first

Reasons

Persuasion scored 58 and carries 10% of the weighting for this objective — the highest-leverage fix available.

Summary

Fix before running. Persuasion at 58 is the constraint and carries more weight than any other domain for this objective — the highest-leverage change available.

Constraint

Score

Domain

persuasion

Weight

0.09865307608299964

Is High Weight

true

Rules Version

v1-2026-09

Optimal viewing distance

Context

At 8 feet on a sidewalk citylight, the headline in bold white on red (~12% of canvas height) reads in under a second. The burger, spanning ~45% of canvas height, is identifiable immediately, and the Coca‑Cola glass in the upper-left also survives the glance. The subline at roughly a third of the headline height reads when stationary but drops out for passersby. The fine print under the subline is non-functional at this distance.

Optimal

8 feet

Insights

At 8 feet on a sidewalk citylight, the headline in bold white on red (~12% of canvas height) reads in under a second. The burger, spanning ~45% of canvas height, is identifiable immediately, and the Coca‑Cola glass in the upper-left also survives the glance. The subline at roughly a third of the headline height reads when stationary but drops out for passersby. The fine print under the subline is non-functional at this distance.

Confidence

high

Assumed Seconds

Creative Fingerprint

Brand

Color

Emotion

Message

Attention

Hierarchy

Persuasion

Composition

Context fit

Readability

Cognitive load

Strategic insight

This creative is appetite-led and instantly brand-distinctive, but the absence of any explicit action or location cue directly undermines a drive-consideration objective that depends on prompting the next step.

Domain analysis

Brand

Score

Top Fix

Add a small line lockup near the arches (e.g., ‘McDrive • App • In‑store’) to reinforce brand-linked action without crowding the hero.

Summary

Identity Clarity — Active Brand Compliance Not Applied. Golden arches, red field, and product styling deliver immediate brand recognition and internal consistency.

What Hurts

Arches are partially cropped, relying on prior knowledge for full decode
Pairing with Coca‑Cola adds a second brand which shares attention
No brand line or store cue to reinforce where to act

What Works

Cropped arches occupy the lower-right and act as an unmissable brand anchor
Signature red background and bold white type align with established style
Burger styling reflects real menu cues, reinforcing brand authenticity

Color

Score

Top Fix

Lighten the subline pedestal by ~10–15% value or add a thin white keyline to ensure uniform separation across all lighting conditions.

Summary

Saturated red, yellow arches, and fresh food tones create a vivid palette with strong contrast for text. Color supports appetite and brand memory.

What Hurts

High saturation across elements increases competition between hero and beverage
Dark red pedestal behind subline reduces separation in shadow zones
Limited cool tones reduce relief from the warm field

What Works

White type on deep red yields strong readability
Yellow arches deliver an unmistakable, high-salience brand cue
Natural food colors read fresh and appetizing

Emotion

Score

Top Fix

Tie the appetite cue to an occasion-based CTA (e.g., lunch rush) near the arches to translate emotion into intention.

Summary

High appetite appeal from crisp textures, bacon sheen, and steam-lift beverage. Emotional encoding favors hunger and refreshment.

What Hurts

Beverage steals a share of the emotional moment from the burger
No situational cue (time of day, occasion) to deepen relevance
Emotion is strong but not anchored to a specific action

What Works

Macro food styling shows glossy bacon, melty cheese, and seeded bun
Condensation on the glass cues cold refreshment
Warm red background amplifies appetite arousal

Message

Score

Top Fix

Add a concise action/value cue such as “Peça no McDrive” or “No App McDonald’s” in a dedicated CTA block near the arches.

Summary

Product and variant are unmistakable; appetite and pairing are obvious. The lack of a value or action cue limits takeout in a 3‑second OOH read.

What Hurts

No price, deal, or reason-to-choose beyond appetite in the primary read
No next-step cue (McDrive, App, In‑store) to convert interest
Subline’s functional benefit is secondary to the hero and can be skipped

What Works

“BIG ARCH BACON” is explicit and paired with an unmistakable burger visual
Coca‑Cola Zero Açúcar signals a meal pairing
Tagline reinforces hunger context in concise phrasing

Attention

Score

Top Fix

Introduce a bold CTA panel sized 18–22% of canvas width in the lower-right near the arches to capture a final fixation and direct action.

Summary

Strong stopping power from the oversized burger on saturated red with bold white headline. Secondary pull from the Coca‑Cola glass amplifies visual salience.

What Hurts

Two co-equal image heroes compete briefly before the headline is processed
Bottom value line receives less attention due to lower scale and placement
No CTA to convert attention into directed action

What Works

Hero burger occupies ~45% of canvas height with high color saturation and texture
White headline on red creates immediate high-contrast fixation
Coca‑Cola glass adds a second bright, high-detail object in the upper left

Hierarchy

Score

Top Fix

Add a high-contrast CTA block adjacent to the arches sized to ~40% of the subline height to claim a top-three position in the hierarchy.

Summary

Clear primary hierarchy: headline and burger drive the first read, with beverage as a supporting visual. Subline is readable but underweighted versus the hero elements.

What Hurts

Beverage photo in upper-left competes with the headline for early fixations
Subline is ~35% of headline cap height and loses the secondary read for passersby
No CTA in the top three elements to carry the eye path to an action

What Works

Headline sits in upper-right at ~22% of canvas width with heavy weight
Burger centered in the lower half anchors the composition and message
Cropped arches create a distinct brand anchor at the terminal point

Persuasion

Score

Top Fix

Add a clear action bar reading “Peça no McDrive” or “No App McDonald’s” sized 18–22% of canvas width, placed bottom-right above the arches.

Summary

No explicit CTA, price, or channel cue. Attention and appetite are strong but lack conversion direction for a drive-consideration objective.

What Hurts

No CTA present; zero canvas allocation to the next step
No value cue (price, limited time, combo) to nudge action
CTA absence removes any top-three hierarchy action element

What Works

High desire for the product primes intent
Brand linkage is unmistakable, enabling follow-up if prompted
Meal pairing implies a complete offer context

Composition

Score

Top Fix

Insert a CTA block in the lower-right adjacent to the arches to serve as the final stop in the eye path.

Summary

Balanced triangular layout: headline upper-right, beverage upper-left, hero centered low. Eye path is strong but lacks a conversion anchor.

What Hurts

Competing hero images create a two-peak saliency map before the headline resolves
Subline sits on a curved pedestal, reducing its planar presence
No CTA to serve as the terminal fixation

What Works

Rule-of-thirds placement of headline and beverage drives Z‑path scanning
Hero burger centered low provides a stable visual base
Cropped arches act as a terminal anchor

Context fit

Score

Top Fix

Add a proximity-agnostic CTA (App or McDrive) in a high-contrast block to create a usable next action within the short dwell.

Summary

OOH decoding lands within the 3‑second window, but the lack of an action or location cue weakens task fit for a pedestrian citylight.

What Hurts

No store, drive‑thru, or app cue for pedestrians nearby
Fine print is non-functional in this environment
No daypart or proximity message to leverage passerby intent

What Works

Large headline and hero read instantly at sidewalk distance
Minimal copy supports fast comprehension in motion
Brand identification survives at a glance

Readability

Score

Top Fix

Increase the subline to ~50% of headline cap height and maintain white on dark-red to preserve high-contrast scanning at 8 feet.

Summary

Primary text is bold, large, and high-contrast on a stable red field. Only the fine print drops below an outdoor legibility threshold.

What Hurts

Fine print under the subline is below outdoor legibility threshold
Subline scale is modest relative to the burger and headline and is skipped at a glance
Coke script is legible but sits within a high-detail photo which softens edge clarity

What Works

All-caps headline in white on deep red provides strong figure–ground separation
Short, punchy lines minimize word count and speed scanning
Subline set in bold white remains legible against darker red base

Cognitive load

Score

Top Fix

Remove or relocate the fine print outside the main field and reclaim space for a clear CTA to keep the information stack to four chunks.

Summary

Low element count and clear grouping reduce effort. Viewers process product, brand, and headline within the working-memory limit.

What Hurts

Dual hero imagery briefly splits attention before consolidation
Fine print adds micro-detail that invites effort without value
Subline underweighting forces a second look to extract the line

What Works

Three primary chunks: product hero, product name, brand anchor
Minimal copy avoids choice friction in a 3‑second window
Consistent color field prevents visual noise

Findings

Type
positive
Title
Hero burger and saturated red create immediate saliency
Detail
The burger occupies roughly 45% of the canvas height and sits centered in the lower half, framed by a saturated red field that covers ~65% of the canvas. High-contrast textures—glossy bacon, melty cheese, seeded bun—amplify pre-attentive capture. The white, heavy-weight headline in the upper-right at ~22% of canvas width adds a second clear fixation. This combination arrests attention in the first second, delivering the product frame before conscious reading.
Impact
high
Category
attention
Description
The burger occupies roughly 45% of the canvas height and sits centered in the lower half, framed by a saturated red field that covers ~65% of the canvas. High-contrast textures—glossy bacon, melty cheese, seeded bun—amplify pre-attentive capture. The white, heavy-weight headline in the upper-right at ~22% of canvas width adds a second clear fixation. This combination arrests attention in the first second, delivering the product frame before conscious reading.
Type
positive
Title
Bold white headline on deep red reads instantly
Detail
“BIG ARCH BACON” is set in all-caps, heavy weight, in white against a deep red background with clean negative space around it. The block spans approximately 22% of the canvas width and ~12% of height, positioned in the upper-right power zone. The contrast and simplicity allow a sub-1‑second read at pedestrian distance. This satisfies the 3‑second outdoor rule for the primary message and supports recall.
Impact
high
Category
readability
Description
“BIG ARCH BACON” is set in all-caps, heavy weight, in white against a deep red background with clean negative space around it. The block spans approximately 22% of the canvas width and ~12% of height, positioned in the upper-right power zone. The contrast and simplicity allow a sub-1‑second read at pedestrian distance. This satisfies the 3‑second outdoor rule for the primary message and supports recall.
Type
neutral
Title
Dual hero imagery briefly splits early fixations
Detail
The Coca‑Cola Zero Açúcar glass in the upper-left covers about 18% of the canvas height and carries high micro-contrast (ice, bubbles, condensation). It competes with the headline across the Z‑path, creating two top-field focal points before the eye drops to the burger. The balance still resolves cleanly, but the beverage slightly delays headline decoding by ~0.5s. This marginally taxes early processing without adding a clear next action.
Impact
medium
Category
composition
Description
The Coca‑Cola Zero Açúcar glass in the upper-left covers about 18% of the canvas height and carries high micro-contrast (ice, bubbles, condensation). It competes with the headline across the Z‑path, creating two top-field focal points before the eye drops to the burger. The balance still resolves cleanly, but the beverage slightly delays headline decoding by ~0.5s. This marginally taxes early processing without adding a clear next action.
Type
negative
Title
No CTA or location cue to convert interest
Detail
The creative allocates 0% of canvas width to any CTA, price, or location prompt. The bottom-left subline communicates hunger context, but it functions as a tagline rather than a directive. With no action block near the arches or along the lower-right path, the eye exits on brand memory alone. This costs the campaign the handoff from appetite to intent, which is the core requirement for a drive-consideration objective.
Impact
high
Category
persuasion
Description
The creative allocates 0% of canvas width to any CTA, price, or location prompt. The bottom-left subline communicates hunger context, but it functions as a tagline rather than a directive. With no action block near the arches or along the lower-right path, the eye exits on brand memory alone. This costs the campaign the handoff from appetite to intent, which is the core requirement for a drive-consideration objective.
Type
positive
Title
Brand identity is unmistakable and internally consistent
Detail
The golden arches occupy the lower-right corner at roughly 18% of canvas width and ~25% of height, acting as a terminal anchor in the eye path. The dominant red field and bold white type align with the brand’s visual language, while the burger styling mirrors menu photography. Even with a cropped mark, the brand decodes instantly. This ensures appetite links to the right source rather than only to the category.
Impact
high
Category
brand
Description
The golden arches occupy the lower-right corner at roughly 18% of canvas width and ~25% of height, acting as a terminal anchor in the eye path. The dominant red field and bold white type align with the brand’s visual language, while the burger styling mirrors menu photography. Even with a cropped mark, the brand decodes instantly. This ensures appetite links to the right source rather than only to the category.
Type
negative
Title
Fine print falls below outdoor legibility threshold
Detail
A single fine-print line sits directly beneath the subline on the darker red pedestal, occupying under ~2% of canvas height. Its light weight and reduced size sink into the gradient’s darker bands. At 8 feet it does not survive a passing glance and adds visual density without value. This wastes space that could hold an action cue and slightly muddies the base area.
Impact
medium
Category
readability
Description
A single fine-print line sits directly beneath the subline on the darker red pedestal, occupying under ~2% of canvas height. Its light weight and reduced size sink into the gradient’s darker bands. At 8 feet it does not survive a passing glance and adds visual density without value. This wastes space that could hold an action cue and slightly muddies the base area.
Type
neutral
Title
Subline under-weighted for a fast secondary read
Detail
The subline “QUANDO BATE A BIG FOME DE MAC” spans ~40% of canvas width but sits at roughly a third of the headline’s cap height. While set in bold white, it rests on a curved, dark-red pedestal that reduces planar presence. In motion, the eye can exit after the burger and headline without registering the line. This costs reinforcement of the hunger context that supports consideration.
Impact
medium
Category
hierarchy
Description
The subline “QUANDO BATE A BIG FOME DE MAC” spans ~40% of canvas width but sits at roughly a third of the headline’s cap height. While set in bold white, it rests on a curved, dark-red pedestal that reduces planar presence. In motion, the eye can exit after the burger and headline without registering the line. This costs reinforcement of the hunger context that supports consideration.
Type
positive
Title
Information load stays within working-memory limits
Detail
The layout presents four coherent chunks: headline, burger, beverage, and brand anchor, with the subline as a light fifth. There are fewer than six co-equal elements at similar weight, and spacing preserves chunk boundaries. This aligns with working-memory capacity, enabling a complete decode in one glance. The structure keeps processing friction low and preserves appetite-driven momentum.
Impact
medium
Category
cognitive_load
Description
The layout presents four coherent chunks: headline, burger, beverage, and brand anchor, with the subline as a light fifth. There are fewer than six co-equal elements at similar weight, and spacing preserves chunk boundaries. This aligns with working-memory capacity, enabling a complete decode in one glance. The structure keeps processing friction low and preserves appetite-driven momentum.
Type
neutral
Title
OOH placement reads fast but lacks a pedestrian-action handoff
Detail
Mounted at pedestrian height on a citylight, the headline and burger read cleanly at 8 feet within ~2 seconds. The beverage and arches reinforce the meal and brand, respectively. With no “McDrive,” “App,” or proximity cue, the creative ends on memory rather than an action path. The 3‑second outdoor rule is met for recognition but underutilized for next-step prompting.
Impact
high
Category
context_fit
Description
Mounted at pedestrian height on a citylight, the headline and burger read cleanly at 8 feet within ~2 seconds. The beverage and arches reinforce the meal and brand, respectively. With no “McDrive,” “App,” or proximity cue, the creative ends on memory rather than an action path. The 3‑second outdoor rule is met for recognition but underutilized for next-step prompting.

Recommendations

Action
Add a high-contrast CTA bar reading “Peça no McDrive” or “No App McDonald’s” directly above the arches, occupying 18–22% of canvas width and ~7–9% of height. Keep text white on a darker red block, with type at ~50% of headline cap height, and inset 3–4% from right and bottom edges.
Domain
persuasion
Impact
Without a directive, attention and appetite exit as passive brand recall. Drive-consideration requires a prompt that reduces ambiguity about the next step, turning recognition into intent during the 3‑second window.
Evidence
Eye path runs headline (upper-right) → burger (center-low) → arches (lower-right). There is no action element in that terminal position. A CTA sized at 18–22% of canvas width near the arches would enter the top-three hierarchy and be read in the same glance.
Priority
high
Observation
The creative dedicates 0% of canvas to a CTA or location cue. The lower-right quadrant currently holds only the cropped arches with unused negative space above them, while the subline functions as a tagline rather than an action.
Action
Reduce the beverage visual footprint by ~20–25% and pull it 3–4% further left to the edge, or soften detail with a slight blur vignette contained within the cup. This preserves the pairing cue while allowing the headline to dominate the top band.
Domain
hierarchy
Impact
Early competition dilutes first-second comprehension, slowing the headline read and delaying product naming. Tightening the hierarchy will reduce that delay and free up attention for the subline or CTA.
Evidence
The beverage covers ~18% of canvas height with high micro-contrast (bubbles, ice). The headline spans ~22% of width close to it on the opposite side. This symmetry increases competition in the top band.
Priority
medium
Observation
The Coca‑Cola glass in the upper-left acts as a secondary hero and briefly competes with the headline for first fixation. This creates two high-salience peaks in the top band before the viewer drops to the burger.
Action
Increase the subline to ~50% of headline cap height and extend its width to ~50–55% of canvas. Keep text white, flatten the pedestal by lightening its darkest band by ~10–15% value or add a 1–2% white keyline around the block to maintain uniform separation.
Domain
readability
Impact
Losing the subline weakens the hunger context that supports consideration, reducing the chance that a passerby processes a reason-to-eat-now framing beyond the hero image.
Evidence
Subline height is roughly one-third of the headline cap height and spans ~40% of canvas width. The pedestal gradient darkens under parts of the line, lowering perceived contrast in those zones.
Priority
high
Observation
The subline is materially smaller than the headline and sits on a curved, darker red pedestal that reduces its planar presence. In motion, that size and base treatment lose the secondary read.
Action
Add a small offer chip above or left of the proposed CTA, ~10–12% of canvas width, labeled “Menu Big Arch” or a price if available. Keep chip color a slightly darker red than background with white type to maintain palette coherence and fast legibility.
Domain
message
Impact
In crowded OOH environments, a concise value cue lifts salience and gives fence-sitters a reason to progress from recognition to intent. Without it, the ad leaves conversion on the table.
Evidence
Canvas dedicates ~45% height to the burger, ~22% width to the headline, and 0% to any price or offer flag. Space exists in the lower-right near the arches to host a compact cue without crowding.
Priority
medium
Observation
The creative carries no value cue—no price, limited-time flag, or combo naming—despite strong appetite visuals. The message rests solely on product naming and hunger context.
Action
Square the pedestal into a flat horizontal block occupying ~20–22% of canvas height and align its left edge with the burger’s left edge. Maintain white type and even background value to stabilize the lower band and guide the eye into the CTA.
Domain
composition
Impact
A flatter base for the subline will strengthen the bottom band, improving the handoff to the CTA and ensuring the secondary message survives the same glance that lands the headline.
Evidence
The pedestal occupies ~25% of canvas height at the bottom with a vertical gradient and curvature. The line covers ~40% width but lacks a strong rectangle to claim space.
Priority
low
Observation
The subline sits on a curved pedestal that visually slopes away from the flat headline and hero planes. This curvature reduces perceived weight and breaks the otherwise strong Z‑path flow.

Predicted attention map

Zone
1
Label
Hero Burger
Colour
#ef4444
Is Risk
false
Principle
Size Dominance
Description
Large, highly saturated burger centered in the lower half with glossy textures draws the first fixation. Size dominance and appetizing detail create a powerful sensory pull that anchors the composition.
Fixation Seconds
1.5
Zone
2
Label
Primary Headline
Colour
#fb923c
Is Risk
false
Principle
High Contrast
Description
The all-caps white headline on deep red in the upper-right provides a clean, high-contrast text block that reads instantly. Its weight and isolation make it the textual anchor for product naming.
Fixation Seconds
1.1
Zone
3
Label
Coca‑Cola Glass
Colour
#fbbf24
Is Risk
true
Principle
Bright Color
Description
The beverage in the upper-left has bright highlights and fine detail (ice, bubbles) that attract a secondary fixation. It reinforces the meal pairing but competes briefly with the headline.
Fixation Seconds
0.9
Zone
4
Label
Golden Arches
Colour
#60a5fa
Is Risk
false
Principle
Isolation
Description
The cropped arches in the lower-right act as a brand anchor and terminal stop in the eye path. Their saturated yellow against red triggers fast brand recognition.
Fixation Seconds
0.6
Zone
5
Label
Subline Block
Colour
#3b82f6
Is Risk
true
Principle
Text Regions
Description
The white subline on the darker red pedestal along the bottom-left attracts a shorter fixation due to lower scale. It carries useful context but can be skipped in motion.
Fixation Seconds
0.5

Scoring weights

Base Weights

Brand

0.1

Color

0.08

Emotion

0.07

Message

0.12

Attention

0.11

Hierarchy

0.1

Persuasion

0.09

Composition

0.08

Context fit

0.1

Readability

0.09

Cognitive load

0.06

Objective Adjustments

Brand

0.03

Color

0.01

Emotion

0.01

Message

0.06

Attention

0.02

Hierarchy

0.03

Persuasion

0.05

Composition

0.02

Context fit

0.03

Readability

0.04

Cognitive load

-0.02

Final Weights

Brand

0.10192937750273026

Color

0.07426283218056061

Emotion

0.06334182744812523

Message

0.1310520567892246

Attention

0.11066618128867856

Hierarchy

0.10192937750273026

Persuasion

0.09865307608299964

Composition

0.07571896614488534

Context fit

0.09828904259191847

Readability

0.10775391336002912

Cognitive load

0.036403349108117954

Accessibility checks

Checks

Bold
true
Ratio
6.81
Element
Headline 'BIG ARCH BACON'
Passes AA
true
Required
4.5
Criterion
1.4.3 Contrast (Minimum)
Passes AAA
false
Background
#b3182d
Foreground
#ffffff
Is Large Text
false
Bold
true
Ratio
11.01
Element
Subline 'QUANDO BATE A BIG FOME DE MAC'
Passes AA
true
Required
4.5
Criterion
1.4.3 Contrast (Minimum)
Passes AAA
true
Background
#7a0f16
Foreground
#ffffff
Is Large Text
false
Bold
true
Ratio
15.61
Element
Coca‑Cola 'ZERO AÇÚCAR' within glass
Passes AA
true
Required
4.5
Criterion
1.4.3 Contrast (Minimum)
Passes AAA
true
Background
#3b1a16
Foreground
#ffffff
Is Large Text
false

Failed

Passed

All Pass

true

Rejected

Compliance review

Type
readability
Severity
medium
Description
Fine print below the subline sits under ~2% of canvas height on a dark-red gradient and does not remain legible at 8 feet, adding density without delivering usable information in OOH.
Type
accessibility
Severity
low
Description
Primary text uses white on deep red with generous scale and spacing; the headline occupies ~12% of canvas height and maintains separation by lightness, supporting legibility under variable light.

Assessment methodology

Industry

Foodservice

Industry Specific

Frameworks Applied

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