Every piece of typographic design and illustration has a tone of voice. It has an impact on the public, wherever it is placed. Getting the tone right is critical for it to have the right effect, whether it is selecting the right typeface, colouring or style. For example, the World War II ‘Keep Calm and Carry On’ poster was originally designed to boost morale. To do this they used quite a simple sans-serif white font that would appeal to all age groups. They also used the image of the queen’s crown, which of course would reinforce the patriotism of the time. However, these photos as well as boosting moral reassuring the public the poster also told people what to do, in an almost demanding way. The tone for this piece was spot on in which its task was. Similarly, in advertisement, the tone of voice has to be correct to suite the audience. In a Givenchy advert for perfume, they use photography for their voice. The photo of the mysterious woman appeals to the women that want a fresh new smell, the scent of mystery and devious antics. The use of dark and light contrasting colours emphasise this style as well. The image over powers the type, because it is more important and eye catching. However, the type is kept simple and classic, so that it doesn’t get too fussy or over complicated. The tone is feminine, mature and classy, appealing to their target audience. Bibliography
http://www.thewolverineblog.com/wp-content/uploads/2010/09/keep-calm-and-carry-on.png - Keep calm and carry on poster
Perfume advert
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