Project Description
This project is a promotional postcard for the Hello Fresh food subscription box company. The postcard promotes the company’s product with a promotion that states “Get 16 meals free in your first box”. This means that the company offers new food box subscribers 16 free meals when they patronize Hello Fresh. The idea behind this project is to captivate the viewers' immediate attention and the creative ideas embedded in the design, allow this.
Hierarchy is used technically in the major information of the design, which is the promo. The promo information is brought forward with the use of the Peace Sans font and the background's strong green color helps put focus on this information.
Color
There are certain features within this design that make it more appealing. First is the use of color. In the first page background, I used Strong Green with hex code #95b847.
This color is not only bright enough to capture the attention of a potential customer, but it also registers in a person’s mind. There is a strong correlation between ‘fresh’ in the name the “Hello Fresh” and the green leafy color. Also, the theme color for the “Hello Fresh" brand is Strong Green; therefore, it was the best choice to use for this design. For the texts on the front page, I used an Albino color with hex color code #fbeee5.
This color gently blends with the strong green on the background. On the second page I alternated green and the Albino color #fbeee5, only here, I used a darker shade of green with hex code #537a2c. The Albino color is used as the background of the design and the green for the texts. These colors made the design loud and captivating.
Font
Another interesting thing about this design is the Font. I made use of two fonts for this design: Peace Sans for the bolder fonts and Sánchez for smaller fonts.
Peace Sans is a free bold font, and to freely exaggerate the promo information I used this font.
Sánchez on the other hand is the Latinotype’s first display type family.
It is a serif typeface belonging to the classification slab serif, or Egyptian, that bears a strong resemblance to the iconic serif Rockwell, but with rounded edges, thereby offering contrast and balance to the square structure. Sanchez was used on both pages for the display of other information, like the company’s name, motto, and contact information.
Even as a smaller font it gives the design a sense of balance.
A very fascinating detail in this graphic project is the image of fresh food and “Hello Fresh” box it comes in. The dominating color of this image is green because of the many fresh leaves on display. This blends with other colors in the design. The arrangement is the final piece that completes the design. All information, fonts, space, and images are well utilized. So well that the arrangement dictates their importance.
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