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CREATING A STYLE OF WRITING THAT

 SUGGESTS MOVEMENT / ENERGY

V. Ryan © 2005 - 2008

 

A style of writing can suggest an image / feeling or atmosphere. Designers and advertisers are very careful to select styles that produce the right image for their product. For example, a sports drink container is likely to have a font that suggests strength and movement. A vitamin drink may have a lively style of font with colour suggesting fruits.

Even plain fonts can be altered to produce the correct feeling or atmosphere. Look at the two examples below

   

EXAMPLE ONE

   

The font opposite fails to represent speed as it is plain, static (not moving) and has no colour / shade.


The font has now been altered. The letters have been angled forward. This can be achieved by adopting an ‘italic’ style.

 

The plain ‘S’ has been replaced with a stretched version. The top and the bottom of the letter tapers.


Red is the selected colour and it slowly fades to the left hand side. The font now represents speed and movement.

   

 

   
EXAMPLE TWO
   

The word ‘energy’ seen opposite is written in a plain style. It does not reflect the image of energy at all. However, it can be altered in simple ways to produce the right atmosphere.

   

The lettering has been angled and the first letter altered so that the top and lower parts of the ‘E’ extend almost across the length of the word. Orange is the main colour as this suggests, energy and warmth. A star has been added to give a little ‘sparkle’. The light green background suggests ‘environment’ and freshness.

   

In this example the lettering style remains the same and the background has been removed. An athletic image has been added to reinforce the feeling of movement and energy. A ‘heart beat’ pattern has been included as well.

   
 
   
PDF FILE - CLICK HERE FOR PRINTABLE VERSION OF EXERCISE SEEN BELOW
   

Try developing a style of writing to reflect the words shown below. Consider adding simple images and colours / shade that create the right atmosphere. Add notes to explain your design / style of writing.

   
 
 
 
 
   
 
 
 
   
   
 
 
 
 
QUESTION:
Choose a packaged product that you think needs a more dynamic style of writing for its name. Redesign the existing style or develop a new one with a new colour scheme. Add images to support the atmosphere your are trying to create.
   
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