Wonder v30

A different type system on the same plates

Poster stacks in condensed Oswald. Every line fills its column at its own size — “SHED LESS.” and “GROW MORE.” set as big as they can go, not one fixed size. One line per ad is a knockout (white outline, no fill) so the stack has a rhythm: solid / outline / yellow.

A serif register for the two softer hooks. W03 Goodbye, hair loss. and W09 REGROW what you lost. are DM Serif with the emphasis line in yellow italic — the AG1/Seed voice, still with the halo so it holds on the photograph.

The single-word pill is sized to its stack. REGROW on W04 and W09 is set at exactly the size of the lines under it (never smaller — the v29 fault). Pills stay ≤620×150; no panels, bands, scrims or plinths anywhere.

CTAs are no longer one yellow button. Four forms — slab, pill, outline, two-tone — in four fills. No fill is used more than three times; every ad's button is chosen against its own ground (navy on the pinks, yellow on the cobalts, white on the magenta, pink on the B/A).

Everything else is carried over from v29: the halo, the proof furniture rotated so no two ads share a combination, review count once per ad, CTA-first placement, the Meta 9:16 band respected.

Our CTAs against the competitors' — honest read

Obvi draws no button. In the 70-ad set, none has a shopping button in the image (H19's rounded bottom panel is a usage note). The bottom of an Obvi ad is proof — stars, a customer count, a discount seal — and the click comes from Meta's own button under the creative.

AG1 and Seed don't either. Their bottoms are product + logo or an icon row. The restraint is the point of those brands.

IM8 is the one that does, and it is the closest to us: a red bar the width of the copy column, thin (about 5–6% of the frame), often a full sentence — “Save 20% off your first subscription order today”. It reads as part of the layout because it shares the column and the type of the copy above it.

Where v29 sat: a 620px yellow slab, identical on all ten ads, on every ground. It is heavier than anything in the competitor set, and yellow-on-everything flattens the palette variety that the plates were generated for. It reads as a web button placed on a photograph rather than as part of the ad.

Where v30 sits: the button now changes form and colour with the ad. In this set the strongest are the navy slab on the pinks (W01, W10) and the two-tone on W04 — they belong to the palette instead of sitting on it. The outline on W03 is the most “premium” and the closest to AG1/Seed, but it is also the weakest click target on a phone. If a house style is wanted I'd keep navy slab + two-tone, and use yellow on two or three cobalt ads only. Worth testing on two ads: no button at all, proof strip only — the Obvi pattern.

Gates — all clean

Gate	Result
Solid blocks over size	0
Text overflow	0 / 20
Element collisions	0
Meta safe zone	20 / 20
Legibility vs photograph (base-plate diff)	0 fail
Furniture over product / face / B/A result	0 / 0 / 0

What is real

Product from the reference photograph in every scene. All proof is the genuine 4.8/5 from 1,121 Trustpilot reviews. Free shipping and skip-or-cancel are live PDP terms; “$14” is the live first-bottle price. People and before/afters are generated stand-ins for the design team to replace. Headline claims are deliberately unqualified per the brief and are not cleared for placement.