(Click to enlarge)
The brochure is mainly split into 2 parts, one side, a single big visual, and on the other side, the camera's specifications and selling points.
The concept of the brochure can be seen to be very athlete-oriented, or for people who enjoy sports and adventure. This is supported from the brochure and on the left side, it is a single picture of athletic woman climbing what can be assumed as a hill. This shouts out to all adventure lovers as it captures the attention of something that they enjoy doing. Also, the concept will tell consumers and the camera is tailored to take high quality, dynamic photographs even under harsh conditions like weather and instability. The brochure also uses and plays around with the concept of colour dynamics. As we can see clearly the colour difference on each side, bright on the left, and dark, sleek on the right. This is a good design concept as it will pop out more to consumers.
The design principal of the brochure is very simple, to first capture the attention of the audience, then have them steer over to the technical specification of what the camera actually is. As there are many types of cameras and each serve different purpose, what it does is that it attracts its niche market. It cleverly tells consumers it's selling points by making 2 distinct pictures bigger. Woman doing outdoor adventures, and the camera. It seamlessly connects the main points without having to use words, and visuals are always easier to convey a point or story.
The image and typography of the brochure is bright vs. dark. However, this is done very nicely as the contrast is very nicely done and seems very coherent, unlike some other brochures which sticks to mainly one theme. It has strong image and graphics.
As for typography, it plays around with different fonts to highlight the different unique selling points. Like for example, it wants to highlight itself to sports and adventure lovers, so it puts out its 'punchline' in the biggest font and on the, next to the camera, saying 'Engineered to let you stay with the action' Including words like action will highlight more to the audience. This is a good and clever trick as we can see from the brochure, a lot of words are clumped into one section. Another clever trick is the adequate introduction of images. On each description, to make a clearer indication that it is a new specification that it is talking about, it bolds and adds an smaller image to the specification, making it even easier for consumers to read up on the parts that they are most interested in.
Traditionally, in typography, the better colour for word fonts to be used is grey. However, because it is based on a black background, it off-sets the issue and makes it generally comfortable to read. When closely looking at the brochure, on the right hand side, we realise that the font is placed in italics. This is a great trick as, that isn't a part of the specifications, and a review/comment said by a user. Instead of labelling it on top and tell consumers that this is a review, they put it on italics to set it apart from the rest of the specifications and people will automatically know that it is not the same. An excellent trick.
As a whole, this brochure is designed very very well, as it captures the needed essence of what the product is, and which target group they are highlighting to. There are very little critique in my opinion as it cleverly uses contrast and images to effectively sell its idea.
No comments:
Post a Comment