OUGD401 - Study Task 07 - Developments to Solution Three

Based on peer feedback of prototype solution three, it was suggested that the layout was too simple and was not very engaging to look at. Therefore the layout and hierarchy of information had to be reconsidered. In deciding where the information should sit around this image, it was considered that there could potentially be a link made between the layout and the younger target audience of children. This idea lead to experimentation with using varying font sizes and widths in order to create a ‘chaotic’ layout inspired by the idea that children can sometimes be chaotic in their behaviours and their play.

The enlargement of the statement ‘toys have no gender’ creates a powerful message that does not need any support and has been used in the aim of receiving the attention of its intended audience. Although not completely intentional, the split of the word ‘gender’ in this statement can be considered to reflect the shattering of the gender stereotypes typically found within children’s toys and marketing.

Similar to the other prototype solutions, these developments continue the use of Gill Sans, because it was felt that this consideration of type style gave the advertisements an extra link, pushing it more towards the intended audience. In contrast, experimentation was also done using different typefaces, such as Helvetica, however this did not work well in such context of a children’s advertisement as it looked ‘too professional’ and did not create the same impact.