Tone of Voice.

Using a tone of voice within graphics refers to the type of font and sizing of particular words to create a point or statement. A simple example of this is the words ‘Shout’ or ‘loud’, these would usually be written in bold large lettering to create the feeling that these particular words mean, however if either of these words are put into small, soft writing then it loses its impact on the viewer and may be ignored. This is also applied to the words ‘quiet’ or ‘soft’ as having these in bold large lettering would make it a lot harsher than it should be and would become confusing. Its important to create the right feeling with the words you want to use, if you need a statement to be put across otherwise it can be lost with the wrong font or sizing.

Using a tone of voice can create new dimensions to a piece of text and bring it more to life, it also helps to connect with different audiences.

Visual Hierarchy

When looking at an advertisement or picture where is your eye drawn to? Is it drawn to the middle or the picture, or maybe a bright colour? This is visual hierarchy and it is so important to get it right, otherwise you can completely lose your message and the audience you are trying to direct it towards. Figuring out which of your advert you want to be the centre of the message can be hard, if the image you chose to use is enough to portray that message then type may not be needed or may just be small and not particularly noticeable. However if the image is not enough on its own, the the choice of wording, font and ‘tone of voice’ has got to be taken into consideration.

For example the picture I have included is an anti smoking campaign. You can tell straight away what it is about by the shocking photographs and use of smoke and graphics, this means that the message has been chosen to be sent through pictures rather than wording.

It is a very powerful way of getting a point across if you get it right, and of course knowing your audience can help to direct that even better.