Form and Content 6

In this form and content, I will discuss why these photos are examples of good typography and why the other set of pictures are bad typography.   On the Coca-Cola can photo,  you can see the clean design of the bottle silhouette.  The text fits nicely inside the white image and doesn't disrupt from the rest of the can design.  In the photo of the mexican chicken poster, they have done a good job of balancing text and photography.  Their choice to use a sans- serif text was wise because a serif font would have been more distracting.  The only think I would change is the amount of space between the hat and the text.  In the photo of the liberty bell,  you can see that they used a variety of fonts, that look hand drawn, to write the word 'liberty' in different languages.  It is tightly squeezed and twisted, but it has an interesting, artistic design.

I chose these photographs as examples of bad typography because each one of them has something that could be changed to make them stronger.  In the 8/12 sign,  the title and subtitle look like they were made with word art, very tacky. The gradient makes the letters hard to read.  Also, the vertical coca-cola band is difficult to read and would look stronger if it were horizontal and placed at the bottom of the sign.  The Playa Inn sign is not very interesting to me.  They used a serif and a sans- serif  font on the same sign. The orange outline does not go all the way around the exterior of the sign, the bottom is left off.   The Dinosaur Tracks sigh is obviously an example of bad typography, the letters aren't even the same size.  They are clearly hand painted and cheaply made.  I think with a better sign, they might just get more customers in the middle of the Arizona desert. 

Same artist, inspiration for other posters

These three ads were created in a series by Jesse Kaczmarek for the Bahamas vacation agency.   The point he's trying to get across to the viewer is to get out of the cold, and travel to the warm Bahamas.  His well known Bahamas logo has the teardrop, lemon, and circle shapes around the name of the country and this is how I recognized that these posters were made by the same artist. 

The first one, in blue, says "Bundle Down," which suggests the viewer should get out of the cold and go snorkeling in the ocean.  The shades of blue in the signature teardrop, lemon, and circle shapes are closely fitted together to represent water and have to bodies with scuba gear diving into the water.  The second ad, in green, says "trade 18 layers for 18 holes," which suggests to the the viewers get out of the cold and go golfing.  The same shapes in the green shades are supposed to represent grass on a golf course along with the freezing man with the scarf and the golfing man. The third add, in red, says " Salt. Great for margaritas, not for roads," suggesting to the viewer to get out of the cold and drink margaritas on the beach.  The color red is representing fruity drinks, also being implied by the martini glasses imbedded into the pattern.

All 3 ads are thoroughly saturated on one end with the strong teardrop, lemon and circle pattern.  They all taper off to white where the type is.  I think that is a strong directional element in either type to design or design to type relationships.  The small font is successful because it is very simple and quiet.  It has a design to start it off that mimics the shapes in the bold design.  The type is aligned to the top half of the small design and when it takes up two lines, it follows the bottom half of the design.   I think that these designs fit together very nicely because the design is repetitive and similar to each other.   I also think that the monochromatic coloring in each one of the ads are great because it draws the eye to the solid figures in the middle of the designs.

Form and Content 5 (picture)

Photo for F&C 3