The aim of this project was to discuss and explore the place
Typography has in Advertising, past and present.
The development in typographical design has grown exponentially since the creation of the computer, and this has greatly altered the use of type and the written word in all forms of information output, and particularly in Advertising.
The use of type in Advertising has always been important in putting the message across directly and immediately to the audience. The way in which typography is presented affects the entire tone of voice for the Advertisement and for the brand itself.
In more recent years brands have been moving to use hand drawn/ rendered type design to create a personal and more human connection with the consumers. This was shown using McDonald’s as a case study in the written essay.
To see if typography does affect a consumers view of a product and brand, I created a series of promotional posters for one product - McDonald’s’ The Big Mac. The posters are identical in design, but each has its own typeface, following the general classifications discussed in the essay:
The development in typographical design has grown exponentially since the creation of the computer, and this has greatly altered the use of type and the written word in all forms of information output, and particularly in Advertising.
The use of type in Advertising has always been important in putting the message across directly and immediately to the audience. The way in which typography is presented affects the entire tone of voice for the Advertisement and for the brand itself.
In more recent years brands have been moving to use hand drawn/ rendered type design to create a personal and more human connection with the consumers. This was shown using McDonald’s as a case study in the written essay.
To see if typography does affect a consumers view of a product and brand, I created a series of promotional posters for one product - McDonald’s’ The Big Mac. The posters are identical in design, but each has its own typeface, following the general classifications discussed in the essay:
- Blackletter
- Old Style
- Transitional
- Modern
- Slab Serif
- Sans Serif
- Graphic
To come to a conclusion on the subject, an in-depth questionnaire was created and given to a focus group
of eight individuals alongside the seven posters. The findings are
documented in the Response Booklet.
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