22 / 01 / 16
It was becoming apparent to me that the tone of voice I used did influence the effectiveness of my leaflet massively based on my justifications. I needed to communicated the serious facts around road safety, but in a more accessible way for kids to be engaged without scaring them out of not being interested.
I need to talk in a way 11-16 year olds can still relate to, so deliver the facts to them without losing engagement and so it sticks in their head. So not slang, but a more accepted informal way of writing. If you address them as being older they'll feel more mature and engage, but if too much older it'll do the opposite.
For the main text in the leaflet I am going to start with a paragraph worded to engage them, then finish with top tips:
"Now you’re older, you’re probably out and about a lot more with your mates. You’ve got loads to talk about so you might not be giving the road your full attention...
Your mobile is constantly buzzing aswell, so you need to be extra careful! Accidents can happen – and those involving traffic kill more 11-16 year olds than any other type.
Follow these top tips to make sure nothing spoils your fun:
- Make sure drivers can see you, so brightly coloured clothing and reflective gear will get you noticed from dawn ‘til dusk.
- Give the road your full attention when you’re crossing, even if you’re with your mates. Look out for them too!!
- Don't use your mobile to talk or text while crossing. (take out those headphones aswell!)
- Don’t take chances when you cross the road - cars may not be able to stop, so wait for a big gap in the traffic.
- It’s safer to use a pedestrian crossing if you can."
For the Message on the billboard, I can afford to be even more informal but make use of quick, hard-hitting phrases which the viewer can relate to. The first billboard acts as a narrator almost informing the viewer of the 'objective' - their friend across the road. Then the second billboard must make the viewer quickly become aware of the need to check before crossing the road!! I need to chose a common and relatable name so the viewer can better identify with the message of the leaflet. But as long as I consider this when experimenting with it the function of the leaflet will be successful!
For the Message on the billboard, I can afford to be even more informal but make use of quick, hard-hitting phrases which the viewer can relate to. The first billboard acts as a narrator almost informing the viewer of the 'objective' - their friend across the road. Then the second billboard must make the viewer quickly become aware of the need to check before crossing the road!! I need to chose a common and relatable name so the viewer can better identify with the message of the leaflet. But as long as I consider this when experimenting with it the function of the leaflet will be successful!
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Now I have the message ready for insertion, I just need to confirm the colour scheme on the billboard and then layout on InDesign...
Colour Scheme experiments, white canvas trialling sampled colours...
Not assertive and attention grabbing enough, white doesn't provide enough contrast with the sky and type to stand out.
Now sampling the red to provide the bright, contrasting canvas colour. The type becomes more legible and hard-hitting now. Need to find the right balance of the colours across the text and the rest of the leaflet...
I sampled the deep red colour used in some of the type on the white billboard from the bus stop and then paired this with the bright yellow which created me a consistent background colour but reflected moods of warning and danger. The yellow could then also be used a fraction of an amount on the billboard to balance out the colour with the rest of the leaflet.
As shown above, I originally began with the billboard in a white colour to try and match the sky, however it was instantly clear even with the built up colour schemes on top it it was not creating enough boldness and contrast to draw attention and engage the children/teens. By making the billboard colour the deep red it allowed a balance of colour and form which became central on the leaflet. This bringing the most emphasis on the centre message, attention then following onto the colour of the van to the side of you, surrounded by the desaturation of the rest of the scene - the greys enhancing the contrast and detail in the image, and also the seriousness of the matter to the viewers
The pink was introduced as the fourth colour to finish the colour palette and give off that more approachable and attention grabbing feature, which wasn't provided until grounded onto the red billboard.
The last above image displays not only the colour schemes used but also the typefaces involved in the leaflet. The all uppercase typeface supports my colour scheme justifications by providing me with my contrasting and bold, legible billboard type!
The other typeface there is what I have decided to use as the main body font for the info under the flaps on my leaflet. It is called 'Keep Calm', as it is a simplistic sans-serif type with rounded consistency of form. It is very legible for children of all ages but still holds a clean modernist style to it.
The final concept before actual production in InDesign...
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