I like the way the type hierarchy is handled, and I think the size and simplicity of the graphic is also part of its appeal. That Popsicle silhouette is instantly identifiable, and the colors are bold and attention grabbing. I also like the appropriate use of gradients and shadows to give the object volume and the poster itself depth.
Most importantly, there is one small detail upon which this poster's success hinges: the single falling drop. It's A) a nice visual reminder that the presented statistic pertains not to a faceless mass but to a group of individuals, and B) it's a surrogate for the implied subject of this whole campaign (not actually pictured in any of these posters)--the vulnerable child. The associations my mind makes are immediate and clear: I see a suspended drop, separated from the larger whole and being pulled in slow motion to the solid inevitability of the ground. It makes me think, naturally, of a car accident .... also happening in slow motion, and a child flying through the air. When I take a moment to think, it really seems amazing that such a deceptively simple graphic can pack so much behind it. This, of course, is just my interpretation of it. Perhaps others see nothing more than a dripping strawberry ice cream.
Below are some of the other posters from the campaign. While I really like all the graphics and layouts from a design point of view, I think the above is the only one that manages to convey both humanness and the necessary gravitas. In its subtle way, the poster points to the threat of tragedy upon which any child safety campaign must float.
images courtesy www.safecar.gov
I absolutely adore the design and simplicity of this campaign! I think the pencil and stackable toy are the least effective images, though, because their amount of "those that actually do" is placed at the top of the page which may cause readers to think they are talking about the entire item, and not just the small portion. Also, on the penci poster, the second part of the statement is read first since it appears first, so this may also confuse readers. I'm only saying this to show that I've read your post and thought critically--I still think it is an effective campaign. :)
ReplyDeleteThis is an excellent campaign! You can tell that the designer thought about every single thing on the page. The hierarchy is so apparent and imagery so powerful without being frightening like most calls to action. Great post.
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