ITAP Week 3 - Ways Of Research

Tone of Voice & Visual Hierarchy


Typefaces are important in enhancing visual communication. It gives audience better understanding in the message given out. Typefaces have tone of voice, the fonts and the way it is written helps to enhance to meaning of the letter. For example    ANGRY! Sad Happy. The tone of voice in the letter includes: font, colour and size. During research, we have to clearly know how can we express the words by using the tone of voice.


As we can see the image below aims for men audiences. The tone of voice in this magazine cover shows the masculinity. The word "cool" and the black theme color is more attractive to male audiences.

The image shown below has a tone of voice that quickly shows the targeted audiences are teenage girls. Pink and girly fonts with a teenage girl as image. A magazine cover as shown tells audiences really quickly that this is a teenage girl's magazine. Which targeted audiences will easily be attracted.

This is a sign to warn. the color combination of yellow and black. The tone of voice in here is the alerting color, which allows audience to notice the signage. Not only the bold yellow fonts is clear enough and strong enough to warn the audience.

The most important of tone of voice is to giving audiences the right impression on what the message is all about.








Visual hierarchy allows you to lead the audiences to read the way you want them to. Controlling the flow of audiences' reading. The first impression for the audiences is so important that it is the only few seconds to grab one's attention. To not letting the audience to stray away, a visual hierarchy must be in used. This is to make sure you lead the audience to the right way you want them to see it. There are many ways to create visual hierarchy, such as, colors, spaces, typography, images and layout. 

The first thing an audience see this poster should be the red wordings on top of the white letters. The motive is to let the audience straightaway read the word "Bad typography is everywhere" which it enhances the meaning that you can see it everywhere and obviously. While "Good typography is invisible" is the second thing audiences should be reading, as this is to show it IS invisible and hiding somewhere not always seen. Underneath the main letters that is shown the letters are written in a smaller font, to create contrast between the main letterings and the minor letterings.

Here's a rough example:

These 3 black balls are the main subject and what I want the audience to see is, from Ball 1 to Ball 2 and then to Ball 3. So, I used lines, dots, circles and space to do the leading.

The patterns made to lead to Ball 2 is bolder. This is to draw audience's attention and to be brought to some where else. The lines from Ball 2 is actually "shot" back to Ball 1. To bring the audience back to Ball 3 I will have to make another flow to lead to Ball 3. What I demonstrated was a flow, shows that the way i place my objects affects how an audience see things. That is way visual hierarchy is so important.

bibliography:

http://designshack.co.uk?articles/graphics/how-to-use-visual-hierarchy-in-web-design