Karla_Britton_GRA280_ModuleSixActivity
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Southern New Hampshire University *
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280
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Communications
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Feb 20, 2024
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Uploaded by ProfessorSnake3116
GRA 280 Module Six Activity Template
Use this template to complete the Module Six Activity. Replace the text in brackets with your responses.
In this activity, you will assess the use of typography and color in the advertisement shown in the Module Six Activity Design Brief to determine if it is human-centered.
1. Examine whether the use of typography in the given advertisement follows a human-centered approach. Consider the following:
Are the font sizes, font choices, and font color suited for the audience and the products/services
being advertised? Describe how.
When considering the targeted audience's preferences, the current font size, font choices, and font colors do not cater to the audience. Some of the font sizes are too small for the targeted audience to read, creating readability issues. Part of the font choices are serif-type faces that should be avoided in this advertisement. The font color does not suit the targeted audience's preferences because the colors are low contrast and will not be readable to the end-users.
Do the font choices provide readability and legibility based on the target audience’s expectations? Explain how. The current font choices do not provide readability and legibility. One of the reasons the font choices do not align with the targeted audience is that they are using serif typefaces, which are difficult for the targeted audience to process. The other reason is the chosen font sizes; they are too small, and the end users will have difficulty reading.
Does the design communicate the intended message of the advertisement effectively?
I believe there is room for improvement in effectively communicating the intended message to the audience. The information in the advertisement is informative, but the font choices and sizes cause readability and legibility issues for the end users. The color choices for the text and background are low-contrast colors that will be difficult for the intended readers to process. I also believe there is too much information in the current advertisement that will cause readers to lose interest.
2. Examine whether the use of colors in the given advertisement follows a human-centered approach. Consider the following:
Does the use of color and color contrast effectively meet the expectations of the target audience? Describe how.
No, the use of color and color contrast does not meet the expectations of the targeted audience. The advertisement consists of shades of purple and a dark forest green. The color choices are cooler colors, which for the targeted audience can come off as grey, hard to see, and
the color grey is associated with loneliness and emptiness.
Does the advertisement use appropriate colors for the products/services being advertised? Explain how. No, it does not use the appropriate colors for the advertisement. Purple and green for older adults are difficult to tell apart and the targeted audiences could mistake them for grey. Grey represents loneliness and emptiness which does not align with the preferences of the targeted audience.
Do any of the colors have a positive or a negative impact on the target audience according to color theory? Explain how. According to color theory, purples and greens go together in perfect harmony and are considered contrasting colors. Purple and green are considered cool colors, which means they read negative instead of positive.
3. Explain how you can improve the visual hierarchy of the design to meet the target audience’s needs. Consider the following:
How can you improve the font choices and alignment for more effective communication with the target audience? Describe specific examples.
One way to improve font choices is by reducing the number of fonts in the ad. Font size is also essential; it is recommended to use a 14 to 16-point minimum type size for the ad so the targeted audience does not have issues reading the advert. Sans serif typefaces should be used instead of serif typefaces because it is easier to recognize the characters. Alignment is important
and everything should align with something.
How can you improve the use of color and color contrast to ensure more effective communication for the target audience? Describe specific examples.
In order to improve the use of color and color contrast to ensure more effective communication for the targeted audience, the advert should use warm colors. Warm colors like red, orange, and
yellow evoke happiness, youthfulness, positivity, and trust. Warm colors line up with the targeted audience's preferences.
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