I was walking through Macy's and noticed the typeface on armani cologne. I really like the type, I think the all lower case name makes the product classier than just any other cologne. I feel like lower case was definitely a good path to take because upper case letters are louder and more bold and I believe it's the quiet, sleek, stylish yet hip image that the product is trying to convey to the consumer; and big clumsy letters just don't do the job. I imagine the target consumer for this product to be portrayed in a magazine by a shirtless semi-rugged looking guy who could possibly be between the ages of 29 and 39 (clearly he has a very versatile look) and has unbottoned pants for some reason unknown to the reader. He has a very muscular build and is probably staring off into space (not looking directly at the camera in the photo) while some very attractive woman clearly much younger than him and completely unrelated to the product, gives a subtle "come hither" look somewhere in the general vicinity of where he is.
Like I was saying, the typeface does a great job at conveying the image it intends to adopt in order to successfully connect to its target audience.
Kiese,
ReplyDeleteGreat job analyzing the cologne. You're right that the fashion-style font uses conveys luxury and class/expensive. The serifs Armani uses are considered "hairline" because they're thin and form 90 degree angles with the stems of words.
You're description of the ads this would garner in a mag was not only spot on, but hilariously fun to read.
Keep up the good work!
paul