This advertisement found online from a company in Memphis Tennessee is trying to sell its’ customers Ugly Mug Coffee. This is a humorous print that was advertised through a campaign to promote this coffee style. As you notice, the text is very bold and almost frustrating to try and read. The point of this advertisement was to draw a connection between strong coffee and morning experiences of caffeine addicts. The ad is trying to identify reality of waking up, meeting so called morning people, drinking coffee, alarm clocks and sunshine.
The text here, very bold and containing san serifs, was a good choice. If you had a test that was bold containing serifs, it would seem almost impossible to read. Yes, this advertisement is difficult to read, but is possible. The change in font size, color and boldness helps the reader read through the advertisement without losing their place. The placement of the text around the image is pretty tight and I feel they could have given the image a little bit more padding so you don’t have the imagery running over the text. I think this advertisement is successful in the way that it grabs your eye by the way the text is placed upon the page. As we have read about in class throughout the Industrial Revolution, designers were placing bold thick text on pages to really emphasize something. I feel this advertisement does this through the use of thin and thick text. To understand this advertisement you really have to spend time reading each work and paying attention to punctuation since they use a lot of fragments in this piece. The imagery at the bottom of the page with the stars doesn’t really add a lot to the design and could probably do without as well.
4 comments:
I really like this poster! It definitely took me more time to read it than normal text would; but you can see the contrast between each word and also the Victorian-inspired fat face that is used. While a little frustrating to read, I think it does do a good job of conveying that groggy, frustrating feeling when your alarm clock goes off, or trying to wake up in the morning and do anything while still half-asleep. I think it is a good use of this kind of typography.
First, I think that in adding the line of stars at the bottom is trying to parallel the line on the actual product. While the product "black line" contains text instead of stars, I think it could be seen as a parallel.
I like the overall feel of the piece. I don't understand why the first sentence was in black while the rest is in red. While I get that it should stand out, I don't see it as being the most important. I think in the case of contrasting font color, the designers need to revisit the hierarchy of information in this piece. I do also agree that the imagery overruns the text. It definitely needs more space, particularly above it. Good find though! It's very interesting.
Great great great example of a Victorian poster! Craaazy fonts all mushed together with a single image. I think that it really helps promote the 'caffeine' aspect of the coffee. That crazy jumble of a caffeine high. Great job.
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