CT&D #43. Visual Tone Through Type

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Finding an image that is the most dramatic use of type, what makes it dramatic? How is it successful? What would make it better? What is there about this artist that is fairly consistent?

An image I found that makes excellent use of dramatic type is one that advertises an end of a season sale, presumably for Halloween, given the font style and word play exhibited by the image. A few key details contribute to the dramatic type: most notably is the typeface, which give the letters a bloated, zig-zag/jagged shape (like the carvings on a jack-o-lantern); the font size and bold type, which emphasizes the striking prominence of which words matter to the onlooker of the image; and the single color use of black for the type to evoke the grim mood of darkness often associated with the holiday.

In addition to these factors, what make this image successful in portraying its intended dramatic message is its signature use of word play (“savage cuts” meaning price drops) where really it refers to the cuts made onto the letters for that grotesque look. There definitely is consistency with this image as 3/4th of the text is of similar size, common nouns are capitalized, and the same font is used throughout, just to name a few things. Overall, I feel that the image, text, and words collectively tie the theme of Halloween altogether but it is still missing something: a visual, preferably a black-and-white one to match with the black text and white background.

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