TO: Madeline Sorapure
FROM: Montana MacLachlan
DATE: January 21, 2015
SUBJECT: Document Redesign Reflection Memo
The target audiences for this event are families and children, because the sock hop takes place at an elementary school. Therefore, the flyer should be visually appealing and colorful so it draws young children’s attention, and easy for them to read and gain the important information. These characteristics also make it family appropriate. The goal is to get family, students, and community members to attend a school fundraising event.
Originally, this document had a lot of problems. It was made for the web on EdHat, but lacked any color scheme, organization, and especially contrast and alignment. It used a random image off the Internet of the jukebox, which does not relate to what you see in the rest of the event advertisement. It also does not make the important details and visuals stand out. There is no continuity between the yellow background color and pattern, causing the photo to also lack alignment. Pieces are placed randomly and do not hold any weight. Finally, the text is bland, and uses the same font, color, and general size throughout the ad causing the important information to become lost.
When I began editing this document, my first idea was to create a color scheme that would be the primary theme throughout the advertisement. I chose pale yellow and blue because they contrast each other on the color wheel, and the pastel tones reminded me of the traditional 1950s women’s poodle skirts. I also wanted to include a checkerboard print, the classic pattern of a sock hop dance floor.
Rather than including a random image from Google, I wanted all of my graphics to stay consistent with the theme. Therefore, I changed my chosen graphics to all black and white silhouette images on Photoshop.
To give the advertisement balance—or proximity—the weight of imagery on the top and bottom is distributed evenly. In the top half, there are more iconic symbols from the 50s sock hop era, including vinyl records, music notes, and a couple dancing. Even though there are a number of different symbols, the fact that they were all silhouettes and were distributed evenly on the left and right side of the flyer gave it balance.
I experimented with fonts and used a total of 3 different ones. The main title and “when, where, ticket,” words are in a groovier font that also echoes the 50s era. I went with something that was easy to read but still not a typical text for the other fonts. A drop shadow was added to everything to give the document something more dynamic and easier to read. I also added a navy blue outline to the title because black was too harsh, which made the “A Tribute to Rock and Roll” line significantly easier to read.
There were no major design problems in creating this document because I started from scratch—which is why I chose not to include a visual comparison because they are completely different. I could have included some additional information from the original flyer, but thought that would make the redesigned document look overly cluttered. Another area where I encountered trouble was with the text on the bottom half. I played with fonts and different means of alignment to make it visually appealing, but settled with adding blue boxes that looked like ticket stubs behind certain information.