Eyetech Visioncare Expressive Typography

The goal for this project was to use expressive layout and typography to communicate the concept of a given company, with a short description as the only copy. My set is on Eyetech Visioncare, an eyewear company.

I focused on expressing this with the experience of poor vision: I chose extremely low readability fonts to invoke the feeling of blurriness, double vision and difficulty focusing- vision care, (or the lack of) is a very unique sensory experience, and makes the products all the more memorable.

For layout A in the set, I used the company name and tagline in very heavy weight to illustrate glasses, as we look through their lenses, the indistinct copy comes into shard, magnified focus, contrasting to show the clarity of proper eye wear. For layout B, the inspiration was the feeling of struggling through reading with visual trouble; the message is slipping away and out of focus. The title, though much closer, creates a different visual trouble with it’s shaking, jarring style. A sensory experience sticks in our memory- nothing reminds you more of how important your glasses or contacts are than the struggle of navigating without them.