The first one I chose was the store title with the words
“India Sari Palace”. Now this just might be my grammaticism and me but
shouldn’t it be “Indian Sari Palace”? That was my first issue with this store
heading. My second issue is the ISP in block letters on the side. It seems to
have no place in the total picture. It doesn’t really make sense with the whole
title. It would have even been more appealing if they just removed that and
moved over the “India Sari Palace” to center it. The next issue I see is the
font.
I can see where they had this idea,
it makes the place stand out, look different, make it more “ethnic” but I think
the execution was a little off. The “S” is slightly thicker in Sari and the “I”
is lower case when all the other letters aren’t. It throws off the whole thing.
This is the same with the “I” in “India”. The way it is italicized might be a
positive point but the way it works as a whole just pulls the whole thing down. The black on white is extremely plain and
doesn’t help make it more “foreign” or “fun”. For these reasons, I chose this
to be one of the bad examples of a store heading.
At first glance, this doesn’t seem all too bad but as a
whole, I think this is a bad example of typography for a store/restaurant. Whole
not completely visible from the photo, the inside of this restaurant is very
fancy, so I can see why they chose to use script. It elicits more of a
traditional, fancy appeal. Although, the sizes of the fonts, and how they
change dramatically so close together isn’t very appealing to the eyes. Also,
it goes from smaller, to larger and longer as it moves down. The name of the
person who owns the restaurant is also the smallest detail. Generally, I think
that the outside does not match the inside.
The quick
change of fonts, the spacing and the size of the letters all make the place
seem a little less fancy. The number placement on the top left corner does not
even have an area code so it’s all just very confusing. For these reasons, I
chose this as one of my “least favorite” store headings.
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The next bad example I chose was
the “Raj Jewels of London”. I don’t know if you can see inside but it’s a jewelry
store with white popping lights. It looks clean and simple inside. I can see
why this store chose this font. It is an eye opener, it’s very Middle Eastern
and fits well with the demographic but in general I do not think this is an
appealing store choice. It looks like I’m entering the pits of hell, not a jewelry
store and if I was passing it on the street, I would not want to walk in and
try to buy something from it. It doesn’t seem like a place that really is
simple and clean.
Secondly, this store headline has
the word London in it and while it did a good job in placing and size, it doesn’t
convey a very good message. How does the font fit in with “London”. It doesn’t
make the store more “European” or different. For these reasons, I believe that
this store is a bad example of store font choice because it doesn’t scream “come
in”, it screams “I’m going to eat you but buy my jewelry first”.
The next bad example doesn’t need much explanation to me.
It’s literally a train wreck. I do not know how it was even posted. First of
all, the “P” is nowhere near the word it’s supposed to be attached to; I assume
it is Pioneer Group. Second off, they separate “Ioneer” and Group with a line,
which makes the viewer assume there is no relation. The line is redundant and
makes no sense whatsoever with the whole piece. On the right side, there is a
list of qualities of the store. Not only does this list get smaller from left
to right, it isn’t even aligned correctly.
The amount
of negative space on the left doesn’t sit well with me. It’s highly asymmetric but
not in a way that is interesting to look at, it is asymmetric in a unappealing
way, like it almost makes my eyes hurt. The choice of font changes 3 times,
very quickly and it are fonts that do not compliment each other in any way. All
in all, I would have to say this store did not do well in selling their product
to me.
In some instances this might be good for a store. It’s large
and bright and gets a lot of attention but this food court used to be a movie
theater and I think as a movie theater, this might work but as a food court, it
doesn’t do well. This was taken from the front of the store but if I was
walking on the street that this was on, I wouldn’t have known it was a food
court because it isn’t in my direct vision. I would have to be walking across
the street or be right in front. The sides don’t do much in telling me what
kind of place this is. While the placement isn’t too bad, the fonts are
distracting. You have a large Yellow font that just says “food court” on it and
the name of the Area, Jackson Heights.
Again, this
would have been more effective for me if it were a movie theater because that
is usually a font that is found for a theater. There are some redeeming
qualities to this but in general, people know for the most part that this is
Jackson Heights so stating it is superfluous. It’s a waste of useful space. If
it was important, they could put it in larger letters.
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