If pretty much everything around us is an advertisement, then surely we should be able to see and understand whatever it is that a company is trying to sell to us – it wouldn’t make much sense for a company to put a 20 foot poster at the side of the road with text so small that you would have to be 2 feet away from it to read it. Legibility is important, and it comes in a million different forms; whether it is thinking about the colour of the background compared to the colour of the text, or where the best place to put an image is. It is much easier to create an advert in the form of a flyer, or a small poster as these are handed out to the consumer, or placed in areas that are heavily populated with pedestrians so the designer doesn’t have to think about legibility too much because the viewer is much closer to the advert or is passing by at a much slower pace so the mind can process any details that, in some situations, would be completely inappropriate for their purpose.
However, when it comes to things such as road directions, maps of cities or tourist attractions or any large advertisement, notice or sign – then legibility is the first thing that the designer should be thinking about as these are important pieces of information.
The important parts of this newspaper front page have been designed in a manner that are not only legible to people walking past, but it also intrigues the reader and may persuade them to buy the paper in order to find out more about the story.
Although it might not seem like it at first, many of the images we see have been designed with their own tone of voice – one that the creator wanted to put across to us. These can cover all spans of areas; films, companies, people, brands etc. and can express any kind of emotion or feeling. This particular example is the poster from a newly released film; at first glance the viewer immediately gets the feeling that this film would be action-packed and quite serious because of the heavy use of red and black along with its bold, solid, quite graphic novel inspired layout. The use of photographs of the actors also add to the tone of voice that this poster creates as they are strongly arranged in each frame, not to mention the fact that most of the images show the actors armed with various weapons.
Although this is a very simple layout and concept, it is strong and memorable; which is exactly what you need when designing something like a film poster as this is much more likely to attract an audience than something complicated and cluttered.
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