Overall Design Plan

Daniel Edwards

FontsThe font I will be using across all of my products is Helvetica. This is because it has multiple attributes that push it ahead of any other contenders. The main attributes being readability, association to other products, and its laid back style. Other fonts have positives like curvature of specific letters, particularly the letter ‘S’ which can stand out positively as the letter that promotes SASH. The enhanced level of readability means readers can look at it from a distance without having to squint, and can even find it recognisable, which leads to my second point. Because Helvetica is so widely used throughout media and advertising, the typical readers eyes have already learnt to adjust to it over time, and will subconsciously associate with the positive things it has been used for. Its laid back style helps in the sense that it makes volunteering, donating, or even visiting SASH’s website sound easy - as though there is not much effort to it.

HELVETICA Useful for title fontsHelvetica Useful for general copyHelvetica Useful for stating web addresses and contact details

LayoutThe layout of my products will be consistent with one another. I am looking to have one centralised image, two titles that work in tandem, contact details at the top of the product, SASH’s web address at the bottom of the page, and SASH’s logo in the top right/towards the top.The reason for wanting one main image in the centre is because the readers attention is immediately brought towards the centre of the product, and in turn will read the titles that surround it.I am looking to have two titles on each product because it allows me to advertise SASH, and then have a secondary point to make about the product or homelessness itself. An example being my first title reading ‘SASH’ and then my second title reading ‘HELP US FIGHT HOMELESSNESS’.The contact details will be at the top of the product in the UltraLight font because I do not want the reader to be drawn to them until they understand the reasoning behind the product. The same applies with the web address being at the bottom of the product.I will have the logo in the top right because this is where you find it on the majority of design of the same ilk.

Title text

Title text

Copy

Small picture

SASH logo

website

ImagesAll of the images I use will be rectangular and will feature one person in the centre. This is because I want the focus to be on one person in particular, rather than a group. I hope by doing this I will be creating more of a connection between the reader and the person in the image. I feel in terms of donations and volunteers this is the most important thing.

This is likely to be one of the images I will use because there is one centralised character that falls in to the age specification needed to be taken in by SASH.

Colour schemeMy colour scheme will consist largely of different variations of the colour green, and just plain white. This will be done to work alongside SASH’s colour scheme that they use for the products they design.I am a fan of the usage of the colour green as it’s positive connotations are very clear. It is widely used for things like health, energy, and growth and the reader will acknowledge this very quickly.

These are the primary colours I am planning on using.