Initially I want to create a design which is retro and is relevant to the 1970's campaign of 'Splink!' I want the campaign to be a throwback and have a slogan of 'lets not go back to the 70's' where I draw similarities of rising pedestrian fatalities and casualties compared to the modern day and the 1970's. I wanted to use a type which would have that 70's chunky sort of feel bold thick letters which in the time would be used next to bright psychedelic colours. The type is going to be a main focus point within my leaflet and it has to be clear and simple for the young audience to digest.
I looked at this type on the left which is used a lot in modern graphics though it was initially made in the 70's it is thick and legible. It was very modern in the 70's as there was a huge movement of thick serif fonts similar to the image above right which is the type used for the tv show 'That '70s Show' Which is an early 2000 creation yet uses a full 70's aesthetic to make the show feel real. This is the effect I want to put across in my leaflet. I Feel that a serif font would work better to put across the old style.
Having Looked through the font book on my Mac I found Dover Heavy, which I had used before it is thick and chunky and gets a mixed emotion from viewers as it can be seen as clunky, and ugly in a sense. But I feel that the style and shape of the letterforms would work well, especially with a young audience the type is soft and playful. I shall experiment with this type.
At this stage I want to only use black type and drawings on top of green paper but through peer crit groups I found that people said I should play with colour for the type. I researched colours and found this 1970 colour palette of soft colours. The colours I use will have to keep to the same style as the rest of the pamphlet. I shall experiment using these styles of colour.
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