Tone of voice.

By understanding the meaning of the subject matter, whether it is going to communicate a sad, happy or informative message this will allow you to create an image or typography that is appropriate for the target audience to understand and so creating the right tone of voice.

By using an inappropriate typeface this can create the wrong tone of voice for example, the word ‘shout’ in this typeface does not compliment the meaning and so it is out of context, which can be confusing to the viewer and so often overlooked. Whereas if you use a typeface such as  ‘ SHOUT ’ the bold type then relates to the meaning of the word and so communicating a clearer message to the viewer.

The tone of voice can also be communicated through the use of images and below is an advert for the dogs trust which is an example of where photography and typography can work together to communicate a meaning, relating to a specific audience. The image of the dog looks sad and so makes the viewer immediately feel sympathetic and so we are more likely to sponsor. However if the image was of a dog being aggressive this would be create the wrong tone of voice and a mixed meaning for the advert and we would not be made to feel sympathetic and so not to sponsor.