A personal favourite, Jellybaby UK, is one of the biggest student nights out in Glasgow, held in the ABC Arena every Thursday. However, their flier's poor use of font, for me, has always given their advertising campaign a rather childish aspect.
The first reason I feel this way is due to the fliers over-use of "bubble", enlarged, inconsistently sized fonts. For example, the "£1" symbol seems too bulky and inflated, giving a childish appearance. This has a rather infantile feel, giving memories of primary school posters, and children's toy packaging.
I also feel that in the type (bottom right hand corner) each letter has been positioned on a different vertical axis, giving the impression of a child's poor handwriting.
The use of block colours and bold type gives an overpowering and untidy vibe with too much 'in your face' information. The positioning of the all the words makes it difficult to know where to focus your attention and what to read first. This gives a rather unprofessional feel to the flier, and although the night is aimed at young students, you would imagine that one of the biggest institutions in Glasgow would be advertising with a little more maturity.
Suggested Improvements : If i were to improve this flyer. First of all i would remove some of the background graphics in order to free up some space and make it easier for the eye to focus on the information. I understand they are trying to premote fun, young student night although i find the explosion of colour too much, therefore i would tone down some of the colours and reduce the size of the text slightly to make it less in your face. I would also change the font to something still fun and lively but not as bubble like and childish.
very good analysis, but where's your suggested improvements?
ReplyDelete