I found this ad for a plasterer, R M Plastering.
For this ad, he has used Monotype Corsiva throughout the whole design. I think the type looks too messy and unattractive even in the company name which is bigger text, rather than using it again in everything else including the small body of text. I think he chose this design because he wanted his ad to stand out against other companys, which it does, but for the wrong reasons. This typeface doesn't suit what it it is designing for because it too playful, carefree and unproffesional, which is not what you want this type of company to be if you were to hire them. Because he has used the same typeface throughout the whole of the text, this makes the design look sloppy and careless. Some areas of text don't stand out as much e.g. FREE ESTIMATE, because he has used the same font throughout the whole design. This is what I would do with the text.
For the company name I chose lithus pro because I thought it clearly showed the text and still looked different from regular fonts. The contact details is Papyrus. I chose this font because it looks different but still looks kind of similar to the company name font. The last font I chose was Segeo Print for the body of text, but in bold caps for text at the bottom. I think the design still stands out against other ads of similar companys, it looks fun and more personal, which it should as it is this man's own company, and overall it looks cleaner, tidier and more professional.
While your comments are valid and interesting, I want to know why the type in the original advert isn't APPROPRIATE for this use specifically, not just that it's messy and badly used (which it is). What does the choice of font communicate to you, the viewer, and how can you change it to make it communicate more effectively?
ReplyDeleteFor instance, what kind of feeling does the Cursiva give you? Why do you think the plasterer chose it? And how have you improved on this in your new version? What does it say about plastering, the plasterer himself and the kind of person he's trying to attract? and in turn, what does your new design say?