ch. 7-9

In chapter 7, I liked the approach taken by Hunt Adkins in their campaign for Domtar paper, wherein the story of Old Yeller is written over an image of a dog. Instead of the actual ending, however, the story is rewritten with a happy ending, and the slogan reads "Everything turns out better on Domtar paper." This approach of misdirection makes the reader look twice at the content. Sensodyne also employs the technique of misdirection in their print ad for toothbrushes. At first glance, the toothbrush looks normal, but upon closer inspection, the bristles are actually feathers. It has a humorous and clever tone like the Domtar ad, but the Domtar ad is more successful because you have to look very closely to see the feathers in this ad.


In chapter 8, the images I selected are the Ink Coffee images that use multiple typefaces. They combine photos of different letters on buildings as well as handwriting to create a collage effect. The image I chose to contrast is another image that uses multiple typefaces that are different, but in the way that they are organized, they work together and are cohesive. This image is much cleaner in its layout and organization, but both convey the idea that mixing typefaces can work successfully.


In chapter 9, I was drawn to the composition of the Jimmy John's menus. I have seen them before and appreciated their typography and layout. The image I chose to compare with these is another image of a menu. I think the combination of typefaces in this type-driven composition is successful, and I appreciate the hierarchy between the large, bold typefaces and the small, thin typefaces. As complete, it's a simple composition, but with the text arrangement and the typeface choices, it's not always a simple look to achieve.