TYPOGRAPHY REVERSE ENGINEER

INTRO

(http://pzrservices.typepad.com/.a/6a00d83451ccbc69e2010536a29bd0970b-400wi)

This hot cocoa ad was first seen in November 1941 in the Good Housekeeping catalog. I was unable to find out if this was that designed this add, but it was designed for the Kraft Cheese Company who were selling the quick-serve cocoa mix at the time. From what I saw, this seems to have been a new concept for society, that all they had to do was pour a powder in hot water and they would have hot cocoa. It seems to me that before this, they had to melt chocolate and go through a long process before they could enjoy their hot cocoa. But Kraft Cheese Company came up with a new source to get hot cocoa faster, and they were introducing it to the world in the Good Housekeeping catalog.

ANALYSIS

TYPEFACE #1

The first typeface that you see in this picture is a script font. You can see that it is used at the very top of the picture to grab the attention of the readers. Not only is it script, but it is big and bold to grab your attention even more. One way to identify this script font is by many of the letters connected together for a flow of the letters and words. In other words, it looks like handwritten lettering that flows together.

TYPEFACE #2

The second typeface is a slab serif, more specifically New Century Schoolbook. A slab serif have a serif at the end of each letter that sticks out (as pointed out in the bottom of the “P” that I have circled.) A slab serif typically has little to no thick/thin transitions, but in the New Century Schoolbook slab serif,  they have a slightly smaller serif at the end of each letter.

The contrast in these two typefaces is just perfect! The contrast attracts the eye starting at the top with the script font and then guides your eye to the next line of the slab serif. It doesn’t feel like too much using these two typefaces, and it is very simple and satisfying to the eye.

CONCLUSION

As I was reading “The Non-Designer’s Design Book” by Robin Williams,  it talks about contrast being able to “attract our eyes” and to have fun when contrasting. Because of these to typefaces in this article/picture, it does just that. These contribute to the overall design because it makes it simple and pleasing to the eye.

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