Rulers

Some type will sit here and act as an ingtoduction to the page. It will be at a ratio of 2:1 with the Header. The body copy will be a vehicle for communication and clarity, simply guiding the reader through wile not making a point about its own existance.

Basically performing as typography should, seen, but not heard. Yes thats right, jut like Lizzitsky talks about back in the day, a pioneer for sure.

20pt

12pt

8pt

5pt

3pt

2pt

1.5pt

1pt

.5pt

.8pt

.2pt

.1pt

IMAGES FROM:

KARL GERSTNERMULLER BROCKMANNKURT SCHWITTERSVIGNELLI

Paper Sizes

Some type will sit here and act as an ingtoduction to the page. It will be at a ratio of 2:1 with the Header. The body copy will be a vehicle for communication and clarity, simply guiding the reader through wile not making a point about its own existance.

Basically performing as typography should, seen, but not heard. Yes thats right, jut like Lizzitsky talks about back in the day, a pioneer for sure.

A2

A0 is 841 / 1189A1 is 594 / 841A2 is 420 / 594A3 is 297 / 420A4 is 210 / 297

Measurements in mm

A0

A1 A3A4

A5

A6

A7A8

A5 is 148 / 210A6 is 74 / 148A7 is 105 / 74A8 is 52 / 74

Type Sizes & Relationship

Some type will sit here and act as an ingtoduction to the page. It will be at a ratio of 2:1 with the Header. The body copy will be a vehicle for communication and clarity, simply guiding the reader through wile not making a point about its own existance.

Basically performing as typography should, seen, but not heard. Yes thats right, jut like Lizzitsky talks about back in the day, a pioneer for sure.

Binding

Some type will sit here and act as an ingtoduction to the page. It will be at a ratio of 2:1 with the Header. The body copy will be a vehicle for communication and clarity, simply guiding the reader through wile not making a point about its own existance.

Basically performing as typography should, seen, but not heard. Yes thats right, jut like Lizzitsky talks about back in the day, a pioneer for sure.

Typeface Preference

Some type will sit here and act as an ingtoduction to the page. It will be at a ratio of 2:1 with the Header. The body copy will be a vehicle for communication and clarity, simply guiding the reader through wile not making a point about its own existance.

Basically performing as typography should, seen, but not heard. Yes thats right, jut like Lizzitsky talks about back in the day, a pioneer for sure.

Grids

Some type will sit here and act as an ingtoduction to the page. It will be at a ratio of 2:1 with the Header. The body copy will be a vehicle for communication and clarity, simply guiding the reader through wile not making a point about its own existance.

Basically performing as typography should, seen, but not heard. Yes thats right, jut like Lizzitsky talks about back in the day, a pioneer for sure.

Muller Brockmann

Some type will sit here and act as an ingtoduction to the page. It will be at a ratio of 2:1 with the Header. The body copy will be a vehicle for communication and clarity, simply guiding the reader through wile not making a point about its own existance.

Basically performing as typography should, seen, but not heard. Yes thats right, jut like Lizzitsky talks about back in the day, a pioneer for sure.

Some type will sit here and act as an ingtoduction to the page. It will be at a ratio of 2:1 with the Header. The body copy will be a vehicle for communication and clarity, simply guiding the reader through wile not making a point about its own existance.

Basically performing as typography should, seen, but not heard. Yes thats right, jut like Lizzitsky talks about back in the day, a pioneer for sure.

Some type will sit here and act as an ingtoduction to the page. It will be at a ratio of 2:1 with the Header. The body copy will be a vehicle for communication and clarity, simply guiding the reader through wile not making a point about its own existance.

Basically performing as typography should, seen, but not heard. Yes thats right, jut like Lizzitsky talks about back in the day, a pioneer for sure.

Some type will sit here and act as an ingtoduction to the page. It will be at a ratio of 2:1 with the Header. The body copy will be a vehicle for communication and clarity, simply guiding the reader through wile not making a point about its own existance.

Basically performing as typography should, seen, but not heard. Yes thats right, jut like Lizzitsky talks about back in the day, a pioneer for sure.

Hermen Liamburg

There is always a reason, an event, and thus a message involved.

Dexter Sinister

We are interested in the form of side effects.

Geoff McFetridge

Part of being a graphic designer is also about being able to read the world.

The intelligence withing the field

of graphic design is in the ablility to

make conncections between different disciplines.

Zak Kyes

Metahaven

The designer is never the subject, but always the filter.

Ellie Ridsdale graduated from London Royal College of Art. One of her first projects out of education was exploring the implication of creative accessible design and its effects on social change. Her job, alongside a researcher form the British Heart foundation was to encourage local communities to peruse a more active lifestyle in an effort to reduce the risk of heart disease. A tough project for sure, but one that if successful would be greatly fulfilling for herself and the people the message reached.

The initial concept photographically depicted the rush and frustration on commuting via the tube and other public transport. However the message was not clear enough, lacked impact and the audience simply did not get it. The new direction seen here was far more to the point.

The interesting thing about trying to help people is that while a designer may want their work to be conceptually thought provoking, there is always a risk that the audience will simply not understand it or give it the time to understand. Therefore the clarity of communicating a message when trying to engage an audience is of upper-most importance, the aesthetic should aim to re-enforce, not entertain the message.

The placement of the message too is key to making sure the message is heard. In this occasion the posters were placed in hospitals, dietician venues, retailers and a number of other site specific locations. As well as this there was an effort to sign-post walkways in local parks, encouraging people to go on their own walks, and not just to and from work.

Ellie RidsdaleWhat are you waiting for?

There was also an awareness not to include words such as ‘exercise’ as the average Joe does not want to be compared to beautifully fit and healthy athletes. When encouraging people to be exercise there is always a sense of the fear of failure, which would put a swift end to any endeavours by the creative’s. Therefore the incorporation of images and photographs was directed very directly at their core audience.

The direction of the design required lengthy research. Studying the effectiveness of a poster in a particular place, encouraging people to use stairs, rather than escalators in a shopping mall for example. Results found that a poster positioned effectively had a surprisingly large effect on the numbers of people using stairs. Also research showed that the rapidly

dating trend of shock tactics was losing its impact, and that empathy with its audience was far more important.

The interesting thing to me is that while Ridsdale created a very successful campaign, she admitted herself that her initial direction was far more design savvy, aimed somewhat towards designers. Most likely trying to show off some design skills for the portfolio. However her new direction was effective in its context and was recognised for this. This is what a studio or a client is looking for, not the ability to kern some type within a pica of its life. She also made the point that it was hard for her to design for her audience, because throughout college designers designed for their peers, which is an entirely different thing altogether.

Her final site-specific design solution was simple and effective. So if you want a message to hit home instantly, intelligently and conceptually you must know your audience before making a single decision.