“Small groups, big adventures” is the memorable slogan used by one of my favorite travel companies, Intrepid Travel. I chose to complete this assignment with a North American branch of Intrepid Travel as my client. The advertisement I designed is for a print travel magazine in the form of a three-page spread. The divergence from the more popular one or two page advertisement will emphasize its importance conveying prestige and quality along with enhancing the advertisements effectiveness to attract a passive reader.
While completing my initial sketches, the importance of using a layout structure became clear. To create a visually organized layout, I found that having the header, sub header and text to relate to each other – starting or ending in the same place – was important to the overall appearance of the advertisement. The grid allowed the information to be clear and easily followed by the viewer.
The grid system made structuring the advertisement for efficient as you could easily decide where to place a title using the rule of thirds and you don’t have to fiddle with “feeling” if it looks right. I also imagine when creating large, collaborative pieces like a magazine or book, where you would want consistency with the layout – it would make it far easier to collaborate with your colleges.
The versatility of the grid system allows the designer to maintain a sense of order while structuring the page along with the creative freedom to change essentially everything while easily aligning text and images.
I chose to implement a 9×9 grid system as demonstrated in class. Using the rule of thirds, I placed the heading and subheading on the top intersecting points of the grid (see page one and two). The horizon line of the photograph is directly behind the text again using the rule of thirds. The heading and subheading text along with the body text meets on the vertical axis on the right side of page one and left side of page two. The 9 x 9 grid was imperative to align these design elements. The negative space below gives visual breathing room for the image allowing the viewer to fully consider the advertisement, facilitating a smooth transition from the image and header to the sub header and body text.
The image was purposefully chosen for its ambiguity. After researching my client I discovered that they offered both extreme tours catering to a younger more adventurous clientele as well as adventure tours for people looking to experience nature in a more comfortable less physically demanding manner. My intention was that the photograph appeal to a large audience with no indication if the individuals on this trip are there as mountaineers or simply photographing this pristine landscape having arrived comfortably by bus. It was important that I selected an image that represented the diversity intrepid offers. By using a slightly ambiguous image, containing no other information except the landscape, it leaves the advertisement to appeal both groups.
The layout contains strong horizontal elements to lead the eye from the first page to the last. I put the most information on the first page to make clear a visual starting point. The header and subheader span across the first two pages leading the eye from page one to page two. I deliberately placed the image in such a way that if the third page wasn’t there, it looks like there is something missing from the image, leading the eye to the third page where you can find the Intrepid logo and website. One of the most difficult aspects of this design was to find a font and image that worked together without overpowering each other. I conceded to use the serif font American Typewriter for the heading and body along with Chalkduster for the subheading. American typewriter has a feeling of nostalgia- reminiscent of type used on travel documents such as passports and airline tickets. In contrast, Chalkduster appears as a humane typeface – almost handwritten.