Week One: Davis Reiter

When I first bought this perfume a few years ago I wasn't drawn first to its scent, but instead its look. That in itself proves to me that this has a successful typeface.

Ralph Lauren is a well known designer, but this line of perfume was created for a younger buyer than Ralph Lauren's usual clientele. The shortened name (Ralph) makes the perfume more casual, while the Ralph Lauren underneath still makes it clear that this perfume is from the designer. The color of the typeface also makes the perfume fun and young. The bright colors used (blue, yellow, and green) are lively and drawing.

The typeface is also appealing to the eye because of the way it is divided into thirds. It is all lined up and creates a rectangle with the three words. There is also a lot of space between the letters, making for a very clean, simple look. The two fonts used are also very appealing and deliver the correct message. The Ralph is in a big serif font which makes the letters fun and interesting to catch a younger person's eye. The Ralph Lauren underneath is in a small sans-serif font, giving the letters a classic and refined look (two things the designer is known for). Walking by a person would understand that Ralph Lauren is a fine designer that created a fun line for a younger consumer.

This second typeface (the Opti-Free Replenish) I do not approve of at all. The two fonts do not go well together in my opinion, and the fonts are harsh. Although having Opti-Free in caps draws attention to the label it looks messy and confusing. Although the S on replenish is drawn out in an effort to underline the word and make the typeface more exciting, I do not think it achieved this. It makes it look messier. It also does not help that only the R, S, and H are capitalized in the word for no apparent reason. Overall, this type face makes for a confusing, busy look that is not very clear.