Studio Brief 02 - Composition of content

The content of the leaflet is based around the work relating to Saul Bass. His illustrations, colour choices and typeface used had a disconcerting effect on the audience and reflected the ominous atmosphere of the films he title sequenced. The choice to use this effect within the leaflet is so that the audience is "scared" into not playing around high voltage areas. It uses the fear tactic into getting the message to stay in their minds. The theme of the arm was derived from Bass's work on the "Man with the Golden Arm" and its relation to the act of the younger audience touching high voltage equipment. In the top left the body shape resembles that of someone who was stuck by electricity. The forms in the bottom left are more jagged than Bass's original because of the intention to make it resemble more of a lightning bolt striking down someone. The forms in the top right are meant for the second page of the leaflet, still keeping in with the "touching" theme. The final forms in the bottom right are more obvious in displaying the "lightning" after comments saying that this was not entirely evident in the original ideas.

 

The choice for yellow and red being the background is to reflect the typical colours used in hazard signs. This is so the reader relates the information in the leaflet as being important and hopefully reminds them of the messages when seeing these colours on the warning signs. 

After much experimentation with the content layout, this is final result. Mistakenly, I did not document my changes up until this point however the significant changes throughout this process were the shape of the arms, size of the side headings and layout of copy.

Overall the design of these two pages is inspired by the post modernist style of designers such as Neville Brody. The formation of copy that follows the form of the arms is more engaging towards the intended younger audience as compared to body copy that would have been done in the structured modernist way. Univers condensed was used because of the constraints of the text frame combined with the amount of information communicated. Despite the typeface being condensed, it still retains it legibility at 11pt. The addition of the two side headings is to give the content a title and relate to the overall theme of caution. These were positioned on its side in keeping with the post modernist style, in a sense that traditionally, the headings would have been at the top of the page rather than 3/4's down and on its side. The choice of a serif font is to contrast the sans serif body which makes the two heading stand out more to the reader. Emboldening of the words "extremely" and "IMMEDIATELY" help emphasis key points that the readers should take to heart. The final phrase "DON'T RISK IT" is a phrase that commands the reader not to take chances with electricity and could become a tagline of the campaign. To add to the scare tactic provided by the Bass-esque arms, the content is mainly focused on the effects of being electrocuted rather than ways to avoid electrocution.