Introduction To The Graphic Arts GRA217.6a

Jillian Duff

Project: Poster

10/07/09

Event & Issue

I designed my poster for the American Cancer Society’s 2009 Eastern Division Holiday Card Program. It is a fundraiser event in which customers order packs of holiday cards from a brochure and the proceeds benefit the Society. They can also choose to personalize the cards at an extra fee. It runs October 1^st through December 15^th. I consider the event to be a “double-good” fundraiser because not only are you buying holiday cards to send to those you love, but also buying cards where the money goes to a good cause. I wanted to do the American Cancer Society because I have had one grandparent pass away from cancer and another one severely battling it right now. The holiday card program was the only local and non-running event occurring in the next few months in the Syracuse area. I knew I could be creative with the hope aspect because I am so passionate and optimistic about the current situation with my grandmother.

Visual Message

Visually, I intend to convey that buying these holiday cards by means of the American Cancer Society is a good thing. Specifically, that this is a sentimental and heart-warming fundraiser in which you can find satisfaction for yourself by showing others how much you care about them (sending cards) and helping the cause of much pain that has occurred to your loved ones.

Audience

My target audience is family-oriented and socially-connected East coast, middle-class, young to middle-aged mothers with young children and that have had a family member or close friend pass because of cancer and therefore understand the need for action and support. You would find this poster in places frequented by this audience such as malls, grocery stores, post offices, banks, town halls, shopping complexes, etc.

Design Strategy

The “Yes” and the “exactly” show dissimilarity from the other type and therefore signify emphasis. The proximity of tagline to the event means to equate accomplishing what “they” would have wanted with buying the holiday cards. The fonts are professional and easy to read, yet bold. A hierarchy is established in the color and type size between the tagline and the event. The stamp in the upper-right area of the page is balanced by the logo in the lower-left corner. The “white space” surrounding the tagline and event demonstrates it as the central type to the poster. The torn envelope with the stamp coupled with the word “HOPE” coming out of the envelope communicates the idea of sending one’s hope to absolve cancer via this card program. The stamp design, logo and type combined demonstrate how this is a holiday event specifically by/for the American Cancer Society. However, with the tagline people walk away thinking this is how I can help, this is what “they” would have wanted. “They” meaning the loved ones in their lives that have been affected by cancer and especially those who have passed away. The website at the bottom shows the call to action of sending your hope, love and support of the cause by visiting it.

Style Sheet

“HOPE”: Abadi MT Condensed Extra Bold regular, 362.526/435.032, metrics kerning, tracking 130

“Yes.”: Savoye LET plain, 166.42/199.704, metrics kerning

2^nd line of tagline: Abadi MT Condensed Extra Bold regular, 87.969/105.236, metrics kerning

“exactly”: Stone Sans Sem ITC TT semi, 60.696/72.835, metrics kerning

3^rd line of tagline: Abadi MT Condensed Extra Bold regular, 71.16/85.391, metrics kerning

1^st line of event: Stone Sans Sem ITC TT semi, 20.305/24.366, metrics kerning

2^nd line of event: Stone Sans Sem ITC TT semi, 48.142/57.771, metrics kerning

3^rd line of event: Stone Sans Sem ITC TT semi, 26.757/32.109, metrics kerning

website: Stone Sans Sem ITC TT semi, 20.192/24.23, metrics kerning

Extras

Yellow is the first color the eye sees and works well with the ideal envelope to attract attention (and concentration) to the poster. The green and the yellow are the combination of a cool color and a warm color. The green and the red compliment each other and also enhance the sense that it is a holiday event. The dark green background makes the envelope seem more life-like and 3D. Having the background the same green as the tagline and having the event details the same red as the logo (with the stamp colors also not straying too far from this color framework) really brings the piece together visually to enhance it to a more professional level.