Telling Typography

I’m learning that the basis of graphic design is great typography. I think that memes tell that truth with startling clarity since it is usually great typography that brings the message of the meme to life.

I found this meme on Pinterest. It is based on a quote from Dieter F. Uchtdorf a leader of the Church of Jesus Christ of Latter-day Saints.
The original meme is found at: https://www.pinterest.com/pin/67483694391007088/

Typeface 1
Typeface 1 - Script

One typeface used is a script. Easily identified because of its similarity to handwriting, this typeface introduces and creates a personal feeling for the text so represented. The script text is interspersed throughout, highlighting those elements of the meme that seem to be personal thoughts. The form of the script used also adds to its visual appeal in that it is all in lower case. The designer also chose to use color and size to contrast those elements that needed greater emphasis while still using the script type.

Typeface 2
Typeface 2 - Sans Serif

The second typeface used is a beautiful sans serif. The type is identifiable by its lack of serifs. Using all caps in this typeface creates a powerful contrast to the lowercase script, allowing the words so highlighted to grab the eye and become the focus of the meme. The sans serif typeface also gives a more serious look to the words thus highlighted in contrast to those in script, emphasizing their importance to the message being conveyed.

Typeface 3
Typeface 3 - Modern

The final typeface used is a modern type. The modern type is distinguished by the presence of serifs on the text that has a vertical stress. This third typeface is used for a single phrase in the meme. The typeface provides a contrast for this phrase against all other text in the meme. The modern type gives a heavier and more imposing feel than the script or even the sans serif typefaces. This allows the phrase “Thanking God” to stand out and become the central message of the meme. It is also kept in all capital letters which adds to the impact of the phrase.

Conclusion

This meme make strong use of color, form, and structure to create contrast and visual appeal. The use of different typefaces (again in differing colors and forms) contributes to the message being presented and grabs the interest of the viewer. The typefaces used also help in presenting the message in a clear way, giving emphasis where needed and creating the right supporting background where emphasis is not required.

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Intentional Design!

The idea behind any advertisement is selling something. If you are going to sell, the first requirement is to catch the eye of a buyer. This post analyses just how design principles make that happen.

McDonalds Ad for free wi-fi

This McDonald’s advertisement created by DDB Worldwide Communications group is a wonderful example of great design. The ad itself calls on very well known symbols, the wifi symbol and the McDonalds golden arches. The design is eyecatching yet simple, clean and memorable.

Analysis

Contrast

The most obvious use of contrast in this ad is contrast in color. The color of the fries against the red back drop as well as the color of the lettering against the same backdrop.
There is also contrast in size of the wi-fi symbol with the logo and text. This is ad simply about the WiFi, nothing else. The contrast in size makes that very clear.

Repetition

Repetition is evident in the use of color. The color of the fries reflected in the golden arches. The color is again repeated in the text “love” which gives it particular emphasis and calls to mind the McDonald’s catchphrase, “I’m lovin’ it”. The use of fries to make up the WiFi symbol is a genius use of repetition since it ties the idea of WiFi to McDonald’s in a unique way.

Alignment

The alignment used in this print ad is mostly centered. The fries are obviously centered in the page but the golden arches with text beneath is also centered. This gives the overall design a cohesive feel.

Proximity

This ad has very limited text. The visuals are the main attraction. The golden arches and the text beneath, are in close proximity to each other, establishing a definite relationship between the two. However the separation of them from the fries makes the statement of the advertisement loud and clear. The focus is the WiFi symbol, that is where the eye is drawn. When the eye then moves to the written text, it is able to quickly take in that information and the eye is immediately drawn again to the WiFi fries symbol.

Color

The color pallet for the ad also happens to be McDonald’s signature color pallet, red and gold. The bold use of red is very eye-catching. A clever use of the natural color of french fries to provide the contrasting color of gold.

Conclusion

Overall this is an eye-catching, well designed advertisement. It’s simplicity makes it memorable and is enhanced by proper use design principles and color.