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Building on Typography Trends in Movie Poster Design By: Gue st Co nt ribut o r | March 10, 2015
by Rafael Van Winkel, Art Director at Art Machine Typography can present a challenge for graphic designers, especially in the context of movie poster design. In this realm, it can be difficult to break some common typography trends while still creating a successful, eye-catching poster design. As a result, there’s a debate between creatives and marketing over whether these common but repetitive movie poster design trends are good or a bad thing. It’s clear that if you follow these “rules,” you have a good chance of reaching a film’s target audience, but from a creative perspective, you may feel like you’re designing something that has already been done over and over again. That’s definitely a turn-off for designers, who always want to create something fresh and new. The challenge in movie poster design is to accomplish both: a title treatment that makes it easier for the public to understand what the movie is about without compromising your creativity. Here are a few examples of some general typography trends in movie poster designs—and the ways graphic designers have taken them to the next level:
1. BIG, BOLD AND RED COMEDY TITLES Arial, Helvetica, Gotham and Futura are commonly used for comedy title treatments. The title typically appears in red against a clean white background, a more simplistic approach that conveys it’s a comedy movie right away.
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Here are couple of examples in which designers kept this simple typeface rule and made it awesome:
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The challenge in this title treatment is to convey that the movie is a comedy and a horror story. The plain while-against-red and the use of a bold typeface can be read as comedy, but the sharp edges and distressed texture belies the horror side. The clever use of the zombie hand illustration instead of the bar on the letter “A� ties everything together very nicely.
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For The Campaign, we have the simple white typeface as well, but the title treatment was placed in a lapel pin graphic that relates to the film. The designer also added some peeling spots and scratches, resulting in a friendly comic feel.
Looking to improve your type or lettering work? Check out 11 Resources for Typography & Lettering Lovers.
2. “IT’S NOT SCARY ENOUGH IF IT’S NOT TRAJAN” When it comes to horror movies, I know what you’re thinking… Trajan! The sharp edges of thin serif typefaces convey that creepy feeling, specially when you make it bloody red and add some texture to it.
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It’s challenging to break this rule since, from a marketing perspective, it tells the customer in a heartbeat that it’s a scary movie. Here are some alternative approaches that stand out from the crowd:
The original Saw title treatment was a hit already in my opinion. It has that rusty-chainsaw feel to it and each letter is inconsistently creepy. For Saw 2 they actually used two horrible chopped fingers as the “2” and that itself makes it an awesome piece—definitely one of my favorites.
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I’m a big fan of custom type, and this movie poster design offers a perfect example. You usually see “You’re next” or something equally threatening written on walls and mirrors in horror films. This movie poster design brings us closer to the movie’s atmosphere by mirroring this horror trope with lettering scratched into a metal surface.
3. GLOWY SCI-FI Bring on the flares! It’s easy to identify a sci-fi, futuristic or tech-related film when the title emits that disctinctive blue fluorescent glow. Sans-serif typefaces are common in this category because of sharp and perfect edges—reminiscent of lettering that a computer might render—while serifs bring more of a classic typewriter feel. We also see some cool metal-textured 3D typefaces in this genre as well.
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Reflections can certainly make a title stand out and clearly demonstrate the film’s mood. Check out these examples where designers had the opportunity to go a bit further with the typography itself:
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The typography in this piece is stunning. The overall 3D typeface and lighting doesn’t look overdone and the planet illustration makes everything tie in to the movie’s plot beautifully.
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The outlined, connected lettering plays nicely with the film’s futuristic theme, while the glow and reflections are subtle and strategically placed.
4. TOO SQUARE FOR ACTION? Action movie posters tend to feature sans-serif, squarish typefaces with right angles. Eurostile and Bank Gothic are popular choices. Textures are also very common here, like metal, stone, fire, grunge, etc., depending on the film. It’s definitely a fun category to work with if you enjoy rendering different effects in Photoshop.
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Creating all these effects can be a bit challenging and require some experience. You have to make sure all the shadows and highlights are in the right place, textures are not fighting with each other, don’t compromise the legibility, use of space, etc. Here are some great examples:
The rendering on this one is really well done. Note how realistic and well-executed the reflections of the light beam are on the letters and how it gradually fades out.
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The teaser poster for The League of Extraordinary Gentlemen featured a metallic shield surrounded by silver ornaments—a very creative approach. Too bad they had to drop it for the rest of the campaign, probably because the full title of the movie had to be largerr.
5. STRONG SUPERHERO TYPE Superhero movie posters feature bold, thick typefaces that reflect the heroes’ strength. It’s interesting to see how designers create the title treatments, subtly or not, based on the superheroes’ abilities. 3D and metal textures are popular in this genre as well. Posters for classic well-known heroes such as Superman and Batman tend to stay away from this rule and go for something more simplistic and elegant other than bold and busy.
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Sometimes we come across title treatments in which the designer incorporates the hero’s weapon, taking advantage of the similar shape to a letter or number. The results can be impressive and a hit with fans of the comics or the original story. Here are a couple of notable examples:
It’s interesting that the sword is fused with the title treatment, and the a nice use of bevels and textures finishes the metallic look. This concept was also used back in 2005 for the movie Elektra, where the “E” was made out of the shape of one of the character’s famous sai blades.
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Such a simple but really clever idea. As the third movie of the series, the title treatment had the famous metallic “X” with Wolverine’s claws on top to create the number 3 in roman numerals—another title treatment worthy of a full teaser poster. Whether you decide to follow the “rules” or not, it’s important to make sure the title treatment complements your key art and the theme of the movie. You don’t want to confuse the audience by using recognizable trends from one genre in the title treatment for a completely different style of film. For example, if the audience is expecting an action or horror movie base on the poster, they may be disappointed to find themselves watching a comedy, or vice-versa. It’s important to be aware of these trends, since that’s usually how the public interprets them, though these trends slowly change over time. If you’re constantly analyzing the art that studios are releasing, you’ll automatically have a feel of what is typographically appropriate for each genre of movie. That knowledge will ease your creative process and give you more confidence to take things to the next level without missing the marketing aspect of movie poster design.
Rafael van Winkel is an acknowledged Art Director, currently working at Art Machine, A Trailer Park Co., in Los Angeles, CA. He designs movie advertising materials and packaging for the biggest film production companies like 20th Century Fox, Warner Brothers, Paramount and Universal.
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"China's copying days are coming to an end" says Design Shanghai creative director 11 March 2015 | 7 comments
China's days as a major producer of fake designer goods are numbered, according to Design Shanghai's creative director Ross Urwin.
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Chinese consumers are increasingly turning away from copies as they become more aware of the difference between high-quality products and cheap fakes, Urwin told Dezeen. "I do think those days are coming to an end," he said during an interview in London, while speaking about the Design Shanghai trade fair taking place later this month. "The consumer now in China, on average, has that ability to see the difference, whereas 10 years ago – even five years ago – they didn't," said Urwin. "They'd see one, then see the other, and they'd buy the one that's half the price, but wouldn't notice that the seams were coming apart." Related story: Zaha Hadid building pirated in China However, Urwin warned that copyists are turning their attention away from domestic goods to entire buildings such as hotels. "They're turning away from product copying now and they're copying concepts of hotels," he said. "Literally replicating hotels that are around the world, in China, but very cheaply." British architect Zaha Hadid is one of a number of designers that has already been affected by this shift. In 2013, her Wangjing Soho buildings in Beijing were pirated by a developer in Chongqing. Based in Hong Kong, Urwin joined Design Shanghai – China's leading international design trade fair – as its creative director just three months before its inaugural edition last year. He believes that events like his allow Chinese consumers to see genuine products first-hand so they can make better comparisons between these and the fakes. A growth in the number of Chinese nationals travelling abroad has also helped expose residents to products designed in Europe and the US, according to Urwin. "I think [copying] was rife 10 years ago, and that was because people were not travelling like they do now," he said. "They're a lot more educated now than they were before." Despite the increase in consumer awareness, Urwin admitted that western brands are still cautious about exhibiting their work in China. "A few people said to me about Design Shanghai that 'we'd love to do it, but we're afraid of being copied'," he said. "Do you have a catalogue? Yes. Do you have a website? Yes. What's the difference?" Italian designer Stefano Giovannoni recently told Dezeen that there are more than 1,000 Chinese companies currently producing copies of his Bombo Stool. Design Shanghai will take place from 27 to 30 March.
Related story: Bombo stool by Stefano Giovannoni is world's "most copied" design product
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Design Indaba 2015: the Bombo stool is "the most copied design product in the world," according to its designer Stefano Giovannoni. More Âť
Related movie: "Milan is a breeding ground for people who copy our products"
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'Fifty Shades of Grey' Stars Are Seeking Big Raises for Sequel Posted March 11th, 2015 by Kelly Woo
The cost of entry to the Red Room of Pain might get a LOT higher. According to the Hollywood Reporter, "Fifty Shades of Grey" stars Jamie Dornan and Dakota Johnson are asking for hefty raises to film the sequels. The publication's sources say the actors each received $250,000 for the first movie, and signed three-picture deals. But now that "Fifty Shades" is such a big box-office hit - generating $528 million worldwide - Dornan and Johnson want to renegotiate their salaries for "Fifty Shades Darker" and "Fifty Shades Freed." It's not unusual for stars of blockbuster franchises to ask, and get, more money; that was the case for both "Twilight" and "Hunger Games." And with both the first movie's director, Sam Taylor-Johnson, and writer, Kelly Marcel, not expected to return for the sequels, Universal will likely do what it takes to keep some of the magic-making team together.
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CamMi Pham Apr 29, 2014 · 11 min
7ThingsYouNeedToStopDoingToBeMore Productvie,BackedByScience W o rk H a rd , W o rk S m a rt
Viktor Hanacek
When I was 17 years old, I used to work and study for about 20 hours a day. I went to school, did my homework during breaks and managed a not-for-profit organization at night. At that time, working hard landed me countless national campaigns, opportunities to work with A-list organizations and a successful career. As I got older, I started thinking differently. I realized that working harder is not always the right path to success. Sometimes, working less can actually produce better results. Consider a small business owner, who works non-stop. However, working hard won’t help him compete with his multi-million competitors. Time is a limited commodity. An entrepreneur can work 24 hours a day and 7 days a week (the most amount of time anyone can work, really). His or her competitor can always spend more money, build a bigger team and spend a lot more time on the same project. Then why have small startups accomplished things that larger corporations couldn’t? Facebook bought Instagram, a 13-employee company for a billion dollars. Snapchat, a young startup with 30 employees is turning down offers from tech giants Facebook and Google. Part of their successes were based on luck — the rest is based on efficiency. The key to success is not hard working but smart working. There’s a notable distinction between being busy and being productive. Being busy doesn’t necessarily mean you’re being productive. Being productive is less about time management and more on managing your energy. It is the business of life. We need to learn how to spend the least amount of energy to get the most benefits. I am so lucky to work with an amazing team here at Filemobile. Everyone always challenges me and helps me sort my priorities to become more productive. I learned to reduce my work week from 80 hours to 40 hours, and get a lot more work done in the process. In other words, less is more. Here are 7 I things I stopped doing to become more productive.
1 . S t o p w o r k in g o v e r t im e a n d in c r e a s e y o u r p r o d u c t iv it y Have you ever wondered where the 40-hour work week came from? In 1926, Henry Ford, American converted by Web2PDFConvert.com
Have you ever wondered where the 40-hour work week came from? In 1926, Henry Ford, American industrialist and founder of Ford Motor Company, conducted experiments with interesting results: when you decrease your daily working hours from 10 to 8, and shorten the work week from 6 days to 5, your productivity increases.
Source: Calculating Loss of Productivity Due to Overtime Using Published Charts — Fact or Fiction The more you work, the less effective and productive you are going to become over both short and long term. “Scheduled Overtime Effect on Construction Projects”, a report issued by The Business Roundtable in 1980 states. “Where a work schedule of 60 or more hours per week is continued longer than about two months, the cumulative effect of decreased productivity will cause a delay in the completion date beyond that which could have been realized with the same crew size on a 40-hour week.” Source: Calculating Loss of Productivity Due to Overtime Using Published Charts — Fact or Fiction In an article for AlterNet, editor Sara Robinson referenced research conducted by the US military that revealed that “losing one hour of sleep per night for a week will cause a level of cognitive degradation equivalent to a .10 blood alcohol level.” You can get fired for coming to work drunk, but it is deemed acceptable to pull an all-nighter. Irrespective of how well you were able to get on with your day after that most recent night without sleep, it is unlikely that you felt especially upbeat and joyous about the world. Your more-negative-thanusual perspective will have resulted from a generalized low mood, which is a normal consequence of being overtired. More important than just the mood, this mind-set is often accompanied by decreases in willingness to think and act proactively, control impulses, feel positive about yourself, empathize with others, and generally use emotional intelligence. Source: The Secret World of Sleep: The Surprising Science of the Mind at Rest It’s important for us not to overwork ourselves and get enough sleep to maintain a high level of productivity. Next time you’re wondering why you may not be working productively, the reason may be simple as you being one of 70% of people who doesn’t get enough sleep.
D id y o u k n o w ? Leonardo da Vinci took multiple naps a day and slept less at night. converted by Web2PDFConvert.com
The French Emperor Napoleon was not shy about taking naps. He indulged daily. Though Thomas Edison was embarrassed about his napping habit, he also practiced his ritual daily. Eleanor Roosevelt, the wife of President Franklin D. Roosevelt, used to boost her energy by napping before speaking engagements. Gene Autry, “the Singing Cowboy,” routinely took naps in his dressing room between performances. President John F. Kennedy ate his lunch in bed and then settled in for a nap—every day! Oil industrialist and philanthropist John D. Rockefeller napped every afternoon in his office. Winston Churchill’s afternoon nap was a non-negotiable. He believed it helped him get twice as much done each day. President Lyndon B. Johnson took a nap every afternoon at 3:30 p.m. in order to break his day up into “two shifts.” Though criticized for it, President Ronald Reagan famously took naps as well. Source: 5 Reasons Why You Should Take a Nap Every Day — Michael Hyatt On a personal note, since I started getting at least 7 to 8 hours of sleep a day, I’ve noticed a change: I became a lot more productive and got a lot more work done than when I worked 16 hours a day. Who knew sleeping was such a great tool for marketers?
2 . D o n ’t s a y “ y e s ” t o o o f t e n According to the Pareto Principle, 20% of the effort produces 80% of the results; however, 20% of the results consumes 80% of the effort. Instead of working harder, we should focus primarily on those efforts that produce 80% of the results and forgo the rest. We will have more time to focus on the most important tasks. We should stop saying “yes” to tasks that bring low or almost no result. “The difference between successful people and very successful people is that very successful people say “no” to almost everything.” — Warren Buffet. This begs a question: what should you say “yes” and what should you say “no” to? If you can’t figure if something is going to be worth your time, consider running a simple split test. Track everything you do and optimize if it is possible. Most of us say yes more often than we should because it is so much easier than saying no. Nobody wants to be the bad guy.
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In a 2012 study published in the Journal of Consumer Research, researchers split 120 students in 2 groups. One group was trained to use “I can’t”, while the other was trained to use “I don’t”. The results were interesting: The students who told themselves “I can’t eat X” chose to eat the chocolate candy bar 61% of the time. Meanwhile, the students who told themselves “I don’t eat X” chose to eat the chocolate candy bars only 36% of the time. This simple change in terminology significantly improved the odds that each person would make a more healthy food choice. Next time you need to avoid saying yes, say “I don’t”. Another great trick to avoid activities that don’t add enough value into your life is the 20-second rule: give yourself 20 seconds longer for activities you shouldn’t be doing. Lower the activation energy for habits you want to adopt and raise it for habits you want to avoid. The more we can lower or even eliminate the activation energy for our desired actions, the more we enhance our ability to jump-start positive change. Source: The Happiness Advantage: The Seven Principles of Positive Psychology That Fuel Success and Performance at Work
3 . S t o p d o in g e v e r y t h in g y o u r s e lf a n d s t a r t le t t in g p e o p le h e lp y o u At some point in my career, I was managing a very large community and couldn’t handle it. I tried to do everything myself. I burnt out, but the community ended up taking over and managing itself. Surprisingly, members did a better job than I have ever done. I learned the power of community and why brands need user-generated content. Consumers understand what they want and how they want it better than any marketer. Did you know that, according to Octoly, user-generated videos are viewed 10 times more than brand-generated videos on YouTube? When seeking information about a particular brand,over half (51%) of Americans trust user-generated content more than the content on the brand website (16%) or media coverage on the brand (14%). It’s important for marketers to open up and seek help from the brand’s community.
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Source: Earned Media Rankings on YouTube — Octoly Being a great content marketer is not about creating the best content, but building a great community that will generate high-quality content for you. It’s important for us to realize we can seek help when needed. We cannot do everything ourselves. It is better for you to let someone who can do a better job taking over some of your tasks. It will give you more time to focus on your most important tasks. Instead of wasting your time trying to figure something out yourself, let the experts help you. A lot of time, even if your friends can’t help you, having them around can help you become more productive. Just having friends nearby can push you toward productivity. “There’s a concept in ADHD treatment called the ‘body double,’ ” says David Nowell, Ph.D., a clinical neuropsychologist from Worcester, Massachusetts. “Distractable people get more done when there is someone else there, even if he isn’t coaching or assisting them.” If you’re facing a task that is dull or difficult, such as cleaning out your closets or pulling together your receipts for tax time, get a friend to be your body double. Source: Friendfluence: The Surprising Ways Friends Make Us Who We Are
4 . S t o p b e in g a p e r f e c t io n is t “We found that perfectionism trips up professors on the way to research productivity. The more perfectionistic the professor, the less productive they are,” Dr. Simon Sherry, a Dalhousie University Psychology Professor who conducted a study on perfectionism and productivity, tells University Affairs magazine. Dr. Sherry found a robust correlation between increased perfectionism and decreased productivity. Here are some problems associated with being a perfectionist: •
They spend more time than required on a task.
•
They procrastinate and wait for the perfect moment. In business, if it is the perfect moment, you are too late.
•
They miss the big picture while being too focused on small things.
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Marketers often wait for the perfect moment. In doing so, they end up missing it. The perfect moment is NOW.
5 . S t o p d o in g r e p e t it iv e t a s k s a n d s t a r t a u t o m a t in g it . According to a research study conducted by Tethys Solutions, A team of 5 people who spent 3%, 20%, 25%, 30% and 70% of their time on repetitive tasks respectively reduced this time to 3%, 10%, 15%, 15% and 10% after 2 months of enhancing their productivity.
Source: Using Automation Software To Increase Business Productivity & Competitiveness -Tethys Solutions A week ago, I spent 15 minutes writing a basic Python program. The idea was to generate content from the data, which I pulled from Twitter API using a Ruby bot, and use Hootsuite to bulk schedule them. While it used to take me an entire day to accomplish, it now takes me less than 5 minutes. Nowadays, whenever I do something repetitively (more than 5 times), I would ask myself if I can find a program to do it for me. You don’t have to be a coder to able to automate your repetitive tasks. It’s nice to have the skills or the resources, but it’s not a requirement. If you cannot build it, buy it. People often forget that time is money. People usually do things manually because it’s easy and requires almost no research. It is manageable to moderate 30 images on Instagram for your user-generated campaign. But if you have to manage 30 000 photos and videos from 5 different platforms, you need a good digital asset management software. At Filemobile, we help people to solve that problem generate even more user-generated content. Just like managing rich media, you can easily purchase a software to solve almost all of your problem on the internet. If you still can’t find a solution, you can hire an expert to help you. Keep in mind that you need to spend money to make money and that time is your most valuable commodity. Tips for marketers: check out GitHub or Google app script library. Often times, you’ll find free readyto-use open source code that requires very little programming knowledge.
6 . S t o p g u e s s in g a n d s t a r t b a c k in g u p y o u r d e c is io n s w it h d a t a If you can optimize websites for search engines, you can optimize your lives to grow and reach your maximum potential. converted by Web2PDFConvert.com
maximum potential. There are so many research studies out there that can provide answers in a range of areas. For instance, did you know that most people are more easily distracted from noon to 4PM? This random statistic comes from recent research led by Robert Matchock, an associate professor of psychology at Pennsylvania State University. Even if you can’t find the data you need, it doesn’t take a lot of time to run a split test. For instance, last week we did a few tests to figure out the best way to optimize images for Twitter instream preview. Keep asking yourself how you’re going to measure and optimize everything you do.
7 . S t o p w o r k in g , a n d h a v e d o - n o t h in g t im e Most people don’t realize that we’re essentially locking ourselves in a box when we are too focused on something. It’s important to walk away from our work once in a while and have some alone time. Alone time is good for the brain and spirit, according to The power of lonely , an article in The Boston Globe. One ongoing Harvard study indicates that people form more lasting and accurate memories if they believe they’re experiencing something alone. Another indicates that a certain amount of solitude can make a person more capable of empathy towards others. And while no one would dispute that too much isolation early in life can be unhealthy, a certain amount of solitude has been shown to help teenagers improve their moods and earn good grades in school. Source: The power of lonely It‘s important for us to take time for reflection. We often find the solutions when we’re not searching for them. We don’t become more productive overnight. Like everything in life, it requires efforts. Change doesn’t happen if you just sit there and wait for it. It’s important for all of us to learn more about our body and find ways to optimize our energy for a more successful and happy life.
This post was originally published on the Filemobile Blog Disclosure: Filemobile is a client of my agency, KwinMedia.
PS. Thanks for reading this far! If you found value in this, I’d really appreciate it if you scrolled a little further and hit the Recommend button. PPS. Get notified by email of my next articles about lifehacking, marketing, startup and more. PPPS. If you want even more content, stalk me on Twitter, Facebook,Google+ , Linkedin,Quora, Instagram and Snapchat (cammipham). converted by Web2PDFConvert.com
PPPPS. ( Sorry I love PSs) If you want me to help you write an awesome blog post like this or come up with your next data-driven marketing strategy, let’s talk cpham@kwinmedia.com.
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How do we feel about this ‘looking sick' makeup trend? S a m m y
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However, others say that looking ill is exactly the purpose of the “me no shita chiiku” look. Japanese trend blogger Kanako Karita explains that “According to Japanese school girls, a sickly face consists of pale skin, worried brows, and slightly tinted cheeks and lips … This look gives off the unapproachable, damsel in distress vibe that makes people want to protect them.” Reminds you a bit of Little Red Riding Hood, doesn’t it? In fact, just a few months ago, Twitter user TCB created a campaign on Japanese crowdfunding site Makuake to raise money for her Red Riding Hood eyeshadow palette to support the look.
This concerns us: if young girls—or women of any age at all, really—are purposely trying to look like “damsels in distress” who need to be “protected,” is this setting us back? Do we really want weakness and fragility to be a fashion statement? Or are we overanalyzing women’s faces and overblowing a cultural trend that’s been misinterpreted? We’re not sure how to feel about this. Cultural beauty trends, as we’ve seen in the past, are more complicated than they may appear on the surface, and, at the same time, women are often scrutinized for their appearance no matter what they do. But a trend that could be glorifying the concept of fragility in young women certainly raises a lot of questions about the ethics of beauty and the direction it’s going in. And that’s a cause for some concern. (Photos via, via, via)
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Sammy Nickalls is a freelance writer from a small town you've never heard of in Pennsylvania. She has an inexplicable weakness for sushi, M83, pre-loved books, videos of goats sounding like people, and the sultry voice of Benedict Cumberbatch. You can follow her on Twitter @sammynickalls. READ MORE
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