Tone of Voice
Do words and images have a tone of voice? Take the example below;
Which of these is more effective? It's an obvious example, but the bottom version is far more appropriate to convey the idea of a whisper, due to the smaller type face and subtler colour. The top example would be more fitting with the word 'shout' due to the bold, red typeface which, on it's own, visually shouts at us before we even read the text.
Failing to understand how to use tone of voice can confuse your audience. This must be taken into account in my own work. What do I want the viewer to focus on first? Is the colour scheme, size and layout appropriate in achieving the effect I want?
Visual Hierachy
Visual Hierachy is the order in which visual information is identified. Take the below for example;
Where is the visual hierachy here? In this case, there is none. Everything is aimed to stand out, using block colours and bold type faces - but instead of being visually drawn to anything the customer is simply overwhelmed and bombarded with products all shouting for attention.
In this example, the first thing that catches our eye is the artwork in the centre of the page. This in an obvious draw to Fantasy art enthusiasts, where, amongst a shelf of other publications - the one with a piece of art will draw the most attention from artistically minded people.
The bold typeface of the magazine title is the next thing to draw our attention, simply by having the largest font. This is also the first thing repeat buyers will look when finding the magazine on the shelf, and thus makes sense to draw attention to it.
'FANTASTIC ART' is a tag line that piques our attention, placing it below the illustration in the centre and boldening the type.
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