EGL215 Week 6

Tracking is used to create a very small space between all the characters in this poster. Leading is used as well – small spaces are used between each line of text. This allows the block of text to be placed on the top of the poster, condensing all the information that is conveyed by this poster. The size of The Arabian Nights are the largest, to highlight the main information of this poster, followed by ‘Mary Zimmerman’s’ to grab the viewers’ attention, especially the followers of Mary’s work. This condensed block of text provides a very organized feeling to this poster – creating a very harmonious and calm outcome. The colours of the fonts used are pale, soft and feminine which attracts female viewers, which is probably the main audience of the play.

This signature ‘HERSHEY’S’ logo has been kept relatively constant through the brand’s history. All capital letters are used – this is attention grabbing. The words ‘HERSHEY’S’ and ‘milk chocolate’ is in a large size and takes up a lot of the packaging space. Tracking is used to make the brand name look very tight together, this achieves a very heavy impression and makes consumers take in the whole view of the brand name and remembering it more easily.

The cap height is the same throughout all characters to produce a neat type. Tight tracking is used to give a heavy and aesthetic impression. Leading is equally spaced out between the headline and text body for an even layout – although between different headlines, a larger space is created to separate the text bodies.

A handwritten scribble font is used to compose the image of a cat. This image is made up of white font on a black background – and by inserting a pink Smarties to compose the nose. This contrasting bright pink colour makes the image stand out and grab attention. The scribble font embeds a very fun and light-hearted feeling to this ad. The Smarties logo and subtitle is also constructed using irregularly shaped font, similar to a child’s writing – and thus branding ‘Smarties’ as a very fun snack and company.

A decorative font is used – which consists symbols (ribbon and heart) and script handwriting. The symbols add a feminine touch to the logo – which is a Japanese cosmetic brand to attract its market. Tracking in this logo is very tight – making the letters blend together to create an aesthetic and legible logo. The font is bold and thick – which creates a heavy impression and makes the logo attention grabbing on the package.