This ad uses typography to contrast the emotional rhetoric of a village with the holistic structure of a country by making the words "village" and "country" the same color (white). Also, the type is lowercased and not in all-caps to make it less threatening and more personal. Therefore, the call-to-action is more approachable and takes on a meaningful and professional feel.
the type doesn't seem to get in the way or call attention to itself here-which for some messages is good
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