Category: Visual Media

Techniques to Stand Out

This post will discuss the contrast between two or more fonts in a magazine article, as well as its use of photography.

The above photo and article were published by Alexander Braczowski. The image was found at http://www.alexanderbraczkowski.com/media. All copyrights and ownership belong to him, I only use it as an example of good page design.

Typography

Braczowski’s published article contains three contrasting font types. Type one, making the title, is a slab serif font, identified by the minimal change in letter thickness and the large serifs capping the letters. Type two, making the summary directly below the title, is a sans serif font, identifiable by no serifs on the letters and no change in thickness among letters. Both type one and type two are identifiable as the type they are by their vertical stresses. Type three, making the entirety of the article, is an oldstyle font, identifiable by a diagonal stress, slanted serifs on lowercase letters, and an easily recognizable change in letter thickness.

These three fonts contrast dramatically in both style and size, thus separating sections of text from one another and adding diversity without ruining the construct or union of the article. Their size is symbolized by the overdrawn square in the above example photo, and their differing fonts are recognizable in each example.

 

Photography

Braczowski intelligently uses the one-thirds lines to build his article. Notice in the photo that the lion’s right eye is resting focally along the vertical and horizontal 2/3 lines. Also, the third text column aligns perfectly with the vertical 1/3 line. We also notice, demonstrated by the overdrawn arrows, that the lion’s gaze seems to point toward the title, subconsciously pulling the reader’s attention in that direction.

 

The following photos mimic the depth of field, leading lines and application of the the rule of thirds that the magazine image portrays.

Each of these photos has a focal point along the same rule-of-third lines as the lion’s eye, such as the grove of trees in the first photo. Each has a leading line(s) similar to the lion, such as the direction the stylus is pointing in the second photo. And each, other than the first, has a shallow depth of field, like the close up on Captain America’s face from this popcorn tin in the third photo.

Ultimately, these three fundamental techniques make or break a piece of visual media. When used wisely and correctly the rule of thirds, leading lines, and depth of field will make your work stand out among a competitor’s. Thank you for following along and if you have questions you can reach me under the contact tab.

Ad Dissection

Let’s look at the fundamentals of what makes a good advertisement by cutting out and discussing the parts of an ad for Hawaii Tourism Oceania.

Here is an ad for Hawaii Tourism: Oceania
The photo was taken by Clarke Little Photography

https://clarklittlephotography.com/blogs/news/19078468-hawaii-tourism-authority-magazine

Contrast

The use of diversity and opposites among components to draw attention and personality. Here, marked by the red drawing, we see a two-in-one example of contrast with the use of drastically different colors and fonts in the same title.

Repetition

The use of repeating elements or themes, helps to keep the ad appearance clean and professional. In this ad, the information groups are all patterned the same, with the dotted lines along the left side, and large, capitalized letters for the topics.

Alignment

The use of linear arrangement is appealing to the eye and adds an extra sense of organization. In this Hawaii Tourism ad, the main title is aligned flush left along the same vertical line as the first information gorup at the bottom. The main title is also horizontally aligned with company title. Each information group at the bottom of the add is also horizontally aligned.

Proximity

The use of spacing to add visual appeal and decrease business. We see constant, even spacing between each text grouping and the one(s) next to it. This helps to make the ad appear organized, professional and simple.

Color

The use of colors, similar or varying, to add visual character and appeal to the advertisement. In this add, the main title and the background on the bottom are the same color as the water above the turtle. Having the same color at the top, middle and bottom of the ad brings balance and regularity to the piece, and the color choice refers and points clearly toward the purpose of the ad, which is to invite and persuade viewers to tour Hawaii via their company offers.

The five principles briefly discussed above are fundamental to effective and professional visual communication. Being able to use each one efficiently and dynamically will automatically bless your finished product with quality and personality that will attract customers and followers abroad.

I give all creative credit to Clarke Little Photography for the image and Hawaii Tourism Oceania for the ad design. My only input was the red marks to emphasize the parts of ad design specifically mentioned. To view this add, and more of Clarke Little’s work, visit his site at https://clarklittlephotography.com/blogs/news/19078468-hawaii-tourism-authority-magazine