week three good

When it comes to sales, most brands try to use bold and eye-catching fonts to lure in consumers. I saw a huge billboard outside that first read “BOOTS FREE”, the bold and pronounced typeface caught my attention right away. My immediate thought was that they were giving out free pairs of boots and I needed to see what the hype was all about. The two typestyles that are being used in this advertisement are both variations of Egyptian and Helvetica. The weight of the words “BOOTS” and “FREE” are much heavier than the phrase in between them. They are presented in an extra bold variation of Century Expanded. The finishing strokes of the serif are not as protruded when it is in such a heavy typeface. Having a thick and bold font gives the impression is it physically massive. I consider this a good example because there is a correct amount of line and word spacing between both all the characters and words along with a simple color choice of red and black. The design for this advertisement is straight to the point and executes its main purpose. The “Buy 1 Pair Get Two Pair” is in black Helvetica thin which is just the right amount of weight to not stand out as much. I appreciate the use of Helvetica and thick Slab Serif because it creates two separate focuses on the text. I do wish there was more linespacing in between those two lines of text in the phrase because if you look closely at the lowercase letter “y” in “Buy”, it descends nearly touching the capital “T” in “Two”.