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Look at the Type and Photo Design!

This capture of nature by A.T. Cole on his property displays several elements of design I am in search of understanding. The photograph is the highlight of an article found in the Mother Earth News February/March 2020 issue beginning on page 18. We see in the image and typeface many examples of the elements being taught in the Visual Media course I am currently taking at BYU Idaho under the direction of my fabulous teacher Sister Barney. These elements are subtle in this spread which provides a greater challenge compared to a more dramatic contrast of design.

Bringing Everyone to the Table Mother Earth News spread.
Erosion control research program USDA-ARS Southwest Watershed Research Center (6); Pages 18 and 19: A.T. Cole

Leading Lines and Framing

Magazine spread displaying leading lines and framing photography principles.

The curvy leading line draws the reader’s eye down the page to drive home the meaning of the article about our country and ideologies being divided. The photographer also utilized the principle of framing with the hills sloping down to the dried riverbed. The depth of field is represented as the images up close give perspective to the distant hills.

Typeface Analysis

The main Modern heading, and the Oldstyle sub-heading of this page contain a few differences while also looking very similar. For example, the large and bold main heading shows thin, straight vertical serifs similarly to the smaller type-sized regular subheading while the form of italicized lettering creates the most noticeable contrast. The little differences are seen in the curve of the letter e and the different form of the letter a in the separate types.

Typeface Contrast

Analysis of magazine spread typeface.

The type and color of the W is carried over to the article which provides a little repetition to the design of the spread. The textbox in the lower left corner of the page contains a contrasting Sans serif type, identified with their monoweight forms showing no serifs. Although it is small and separated from the body of text, it draws the eye with its relaxed line and letter spacing.

The Old Switcheroo

The following three photos mimic A.T. Cole’s photo in the way that there is a curving leading line toward another point of nature. These images depict a since of separation of the two sides yet they come together lower third center of the image. They similarly are of nature which relates to the human nature discussed in the original article. The depth of field is noticed as there are focal points up close and draw the eye to the objects in the distance.

To Conclude

The design of the layout can amplify the meaning of a message or idea being discussed. When words are applied to images, it allows our mind to think more abstractly. This is analogous to the way our Savior would explain principles of the gospel with parables.

We are blessed to live in a time when we can use our endless resources to create and design images that promote deeper thought and meaning to any topic.

I think I Will Add to the Ad

This advertisement conjures memories of fresh mountain air on a breezy spring afternoon and invites the audience to visit my native state of Colorado. It is designed in a way that brings you into the moment and welcomes you to walk around to the information while your mind plans your next road trip to make it happen for yourself. The original ad by Agency Network: Karsh Hagan in a Colorado Tourism Campaign was published/aired on March 2012 and posted December 17, 2012. It was slightly redesigned and published in Pinterest at https://www.pinterest.com/pin/335518240966734524/. Karsh Hagan’s vision of putting the audience right in the experience of Colorado with this ad worked brilliantly.

Let’s Dig Into the Design

alignment

The layout of this version of the ad uses the frame of the mountains above and the flowers below to guide the alignment of the type, which then leads to the girl who is experiencing her surroundings.

The paragraphs aligned along the bottom of the page are framed by the ground in the photo and the bottom line of the page. These two type boxes are in alignment with each other and create a solid foundation by creating a feeling, calling the reader to action and stating the brand.

proximity

The body of the text and the brand are in a great place of proximity. They are not impeding the peace and message of the image and they are together as an after thought beneath the main idea. The call to action is in perfect proximation as it follows the paragraph that is creating a vision of travel and peace, with the information of how to get there.

color

The repetative color of white are found heading, brand name, text body, the girl’s clothing and the flowers gleaming the backlight of sunshine. This color thread makes the movement through the ad clear and simple and keeps the message airy and light as to not draw attention away form the image. Another color detail is seen in the web call-to-action reference, repeated in the color of the brand logo.

typography

The typography in this version of the ad has some pros and cons. The sans serif of the body is thin and unobtrusive. I like how it is light and airy and plays into the rays of sunlight shining on the grass that it is laying in. The uppercase found in the main body text is consistent with the uppercase text of the brand name. However, the main heading text would be more attractive if it was a contrasting typography. I believe a nice script font would add some contrast and sweetness to the advertisment as a whole instead of the current techy sans serif uppercase font.

Now For A New Ad Analysis

This new ad’s purpose is to compliment the original. The excellent photo was taken by the extremely talented David Mark and can be found at Pixabay.com.

contrast

The design of this ad allows the reader to focus on the main image while the contrasting colors help move the eye around the page to the pertinent information. The white fonts against the dark backgrounds, the bright sky and snow coming out of the shadowed tunnel, and the bright yellow in the snow pants, brand and logo all compliment and contrast each other nicely.

alignment

The tunnel the skier just came through frames this ad well and leaves a great opportunity for optimal alignment in surrounding space. The heading floats in the rood of the tunnel while the body of text beside the logo and brand ground the information of the ad.

color

The colors in the design of this ad are what bring the message all together. The use and functions of color are identical to that of the design elements of contrast; the white fonts, the dark background, the yellow in the snow pants, brand and logo all compliment the main image of the Colorado scenery.

typography

As per the assignment instructions, this new ad and it’s elements match the original ad. The brand name and the main heading compliment each other with all caps sans serif fonts and contrast the typical sans serif body of text. Similarly to the original ad, I would like to see a more contrasting font as the main heading that better compliments the message trying to be conveyed.

Old vs New, It’s Up To You

I believe the two ads do not compete, rather they compliment one another. They each share a message to visit a beautiful place and make some unexpected memories. The ads are great companions by showing two different seasons and areas of that amazing state. This invites a diversity of audience and appeals to those with opposing interests or seasons of leisure.

This Flyer is Fly, and This is Why

There are some great design techniques evident in this donut themed flyer created by Dennis de Groot and posted February 6, 2013 by okayplayer.

Two reasons why this flyer is excellent:

  • Donuts, duh
  • Dennis de Groot’s Design

Original Flyer

and now, for a demonstration

Alignment

The red marking indicates where the use of good alignment is in this design. The page is organized well in the way that the center line draws your eye to the details, without overwhelming your mind with needing to look around the page for the information. The text flush left to the image gives both sides of the page equal weight of importance. The images of donuts remind the reader of the annual gathering, while the text gives the details of the event.

Contrast

Contrast is used beautifully in this flyer. The pink and mustard colors against the white background are appealing. The choice of bold font sizes infer the points according to importance. The paragraph space between the different topics is refreshing and guides the eye smoothly from one topic to the next. The shade difference from the white background of the text to the slightly grey background behind the donuts allow for contrast with the white donuts. The dark contrast of the chocolate donut in the middle centers the title of the event in the image.

Proximity

Dennis de Groot totally nailed it in following the design rules of proximity. Two distinct ways are the paragraph space above and below each segment along with designated separation using alternating colors. The information is organized into relationships and make it abundantly clear to the reader the who, what, when, where, why and sponsors of the event.

Color

  • The lighter tints of the primary colors give the event a feeling of the good old fashion fun that happens when donuts are going to be involved
  • The contrasted colors alternating throughout the text gives defined relationships to the information
  • The darker pink shade and slightly larger font size of the words Just Blaze sneakily showcase the main attraction of entertainment
  • The donut colors help highlight the pink found in the text while giving a pop with the complimentary colors of blue and yellow
  • The brown in the chocolate donut gives contrast to accentuate the 7th annual event while matching the sprinkles on the other colors
  • In the sponsors segment at the bottom of the flyer the text is a darker shade of the slightly grey background of the image side of the flyer

Repetition

All the elements of design come together in these excellent examples of repetition
  • The alternating colors repeat
  • The font is consistent throughout the text
  • The donuts are aligned perfectly
  • There are three donuts of each color
  • The white space is repeated evenly throughout the text as well as in between the donuts
  • The alignment is consistent in both the text space and image and draw your eye to each designated point of information

This has been a fun exercise in analyzing the design that takes place within a published flyer. As I put effort into recognizing these elements of design I hope I can someday achieve the greatness exemplified by Denis de Groot’s creation.

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