The inspiration behind this vertical, print magazine ad is the common metaphor, “Life isn’t always black and white.” The ad highlights the printing process used by Epson, CMYK colours, by presenting it in the word “life.” This ad highlights Epson's ability printing bright, colourful pieces with their high quality products. Anyone who is familiar with the print process will appreciate and recognize the use of CMYK in this ad. Everyone who is unfamiliar with this process will understand the metaphor after reading the ad's slogan. Adobe Illustrator was used to create this ad.