Deborah M. Rivera of Alexander & Richardson in New Jersey says about designing with type that "1. Type does not need to be big to be noticed or meaningful. 2. Do your font research!"
Carlos Segura of Segura Inc. in New York says "1. Use the appropriate font for the job, not the best one installed in your computer. Typography is the single most important element that contributes to the "body language" and "tone" of a piece of work."
For my Hawaiian Chip Company ad campaign, this has inspired me to use less text in my ad campaign and focus on the product itself. They are not like your ordinary chip by the way the product looks (being of different colors other than the traditional golden chips). I also want to focus on the fact that the product is made of the taro root, which many people don't know about and are hesitant to try.
Any text would simply be there just to say the name of product I'm featuring in the ad spread. Any headline text would try to incorporate the feel of the product by being in either a tribal or Hawaiian themed typeface.
In addition, the company does pride in their products being:
• Made in Hawaii
• All Natural
• 0% Trans Fat
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