Type analysis: interpreting messages through design elements and typography

Branding is an essential part of the ability to introduce new products to the market successfully. The ability reach the target market depends on conveying the right message to the right people. In order to do this all the elements of a marketing campaign must come together to convey the message to the right audience. The ad being analyzed is apparently has a special printing technique that renders photographs onto aluminum. The layout and presentation of the ad conveys many messages about the products.

The first thing the catches the eye is the layout of the ad. Approximately one-tenth of the pages devoted to the company branding, with the majority of the ad dedicated to the product itself. A majority of the colors on the page are warm, with only a few cool colors placed centrally. The placement of subdued cool colors and neutrals on the model compete with the word "Metalprints" for primary focal point.

The imagery in the photo is soft, delicate and high contrast. This compliments the main message of the ad which is conveyed by the words at the bottom. The words "durable," "waterproof," "luminescent," "vibrant," and "Prints on Aluminum," are given equal weight, except by their placement. Their placement below the product logo sets precedent of the most important qualities. The customer is supposed to know that they are durable and waterproof first, then focus on the visual qualities. The word "stunning" is bold and they slightly larger typeface giving it a visual emphasis.

The product logo, "MetalPrints" is rendered in a font that appears to be futuristic, modern, and technological. The outlining of the letters and the outlining of the block are in cool, metallic colors. This star shape highlight on the "M" mimics shiny metal. However, the use of warm colors on the MetalPrints logo at first seems to be in contrast to the idea of metal. One would expect metal to be in cool colors. The artist used fire colors, rather than traditional metallic colors. This makes the idea of metal seem somehow warm and inviting, rather than cold and utilitarian.

The imagery of the model and the rose petals provides a sense of elegance and delicacy to the ad. The models eye contact draws the reader and is placed in such a way that it creates motion in the photo downward to the product logo. The placement of the rose petals in a downward motion also supports this idea. The line of the neckline on the models dress supports movement of the eye to the logo as well. The photograph used in the ad conveys the message of fluidity and motion. The strong metallic lines angling downward to the corner point of the photo has two affects. It continues the downward motion to the product logo, but it has the effect of stopping it from continuing downward to the rest of the page. It makes the reader's eye stop and return to the company logo.