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I have decided to go with a simple black and white colour pallet in order to lean into the more modern adult aesthetic of the outside of my product. The yellow in the above photo being a substitute for the gold colour I am envisioning.

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- Typography essential to branding
- helps engage visiters
- can be used to add character
- can use with other design elements to enrich design
- can be used as a major design element (not just to suppliment)
- can be used to bridge the gap between content and design, and to create unity across multiple branding sources

Idler, S 2012, '15 practical tips how to use typography for emotional design', GetFeedback, 6 December, viewed 2 April 2023, <https://www.getfeedback.com/resources/ux/15-practical-tips-how-to-use-typography-for-emotional-web-design/>

Aliotta, C 2013, 'Evoke emotion through typography', Joogpot, viewed 2 April 2023 <http://joogpot.eu/knowledge/16-webdesign/57-evoke-emotion-through-typography>

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Typography is an essential part of any website. There is no doubt about it. Websites usually offer information and the easiest way to present this information is through text. Besides, "people who are reading a well typeset page are more engaged in the experience and find that time flies by faster." Good typography is not only a convenient carrier for information, it can also help to engage our website visitors.

Web typography in its classical sense includes good readability, scalability, and a character that matches the nature of the website. Lately, typography has taken on a new role in web design. Higher screen resolutions allow for optimized font rendering and new web fonts offer a wide selection of typefaces suitable for the web.

Now the question is, can we use typography in other means than for presenting text? Sure we can. Typography bears great potential for your web design. Here are 15 examples how to use typography as design elements for a more emotional website.

Add character to your site

First of all, typography can be a great way to add character to your website. As emotional design is becoming increasingly important, we need to get creative and find new ways to make our site more personal and more characteristic. With a wide selection of different web fonts, we get lots of ammunition to do so.

Be yourself

Polecat use a very personal and consistent style on their website. The typeface they use for headliens reflects the likable and creative character of the rest of their site. The font is creative, unique, and down to earth, just like the way the team presents themselves when scrolling down the page.

Be human

Justdot Media Services also have a very characteristic website. They use typography in form of different handwritings, which makes the site very personal and human. Freehand style drawings offer great ways to add personality to your web design.

Be focussed

Typography can also be a great way to draw attention to a specific area on your website. Again, the character of the font you use should match the purpose of your site in order to create a sense of harmony and visual appeal. Pulchry has chosen a delicate font with a natural and organic look to match the topic of the site: How Leaves use Color Profiles.

Typography as design elements

You can use typography together with other design elements to enrich your design. Choose your fonts wisely to make sure you supplement your design, not overshadow other important parts. This can be a tricky task. If your font of choice has its own strong character that doesn't fit in with the rest of the design, the combination probably won't work.

Be creative

The G'nosh website has a very creative and consistent style to it. All design elements used on this site are chosen carefully to reflects the topic of the site: gourmet dips. The typography used reminds us of a handwritten menu board in a cosy restaurant. They style perfectly fits in with the ingredients like the pepper and the clove of garlic that are used to make up the rest of the design.

Be diverse

When using typography in web design, you could consider using different fonts for more diversity. However, caution is in order here. Too many fonts can easily lead to a messy and inconsistent appearance. The designer Denise Chandler combines different fonts in her navigtion menu in a very clever and attractive way. The fact that the underlying style of each font is similar creates a sense of belongingness. Every menu item becomes an own design element that contributes to the overall homogeneous look and feel of the site.

Be consistent

You can also integrate typography into your design by combining it with non-textual design elements. Amazee Labs combine many different fonts and also font-colors on their site. You might expect this wild combination to be loud and shouty. However, the fact that most of the fonts are captured within the graphic on the right and the recurring color scheme bring consistency to the design, making it structured and attractive.

Build your design on typography

Instead of supplementing your design with typography, you can also use typography as major design element to build your design with. make sure a typography-heavy site fits your target group and also the purpose of your site. Again, the font you choose is essential for whether or not your design will be appealing and also effective.

Be clear

The creative agency Tokio Lab has a very bold, yet appealing website. The site builds up word for word while scrolling down the page. Typography is the only design used here, resulting in a very clear and straightforward site. The lack of distracting design elements leads the visitor's attention directly to the content.

Be different

The large choice of different typefaces available for the web today allows you to use typography as a means of differentiation from others. The designer Rob Edwards has built his website based on a couple of very distinct typefaces. Again, the different fonts are similar enough to form a unity, rather than conflicting with each other.

Be fun

You can also use typography to add a fresh and fun touch to your design. Just choose a fun font and some fresh colors and you are on the right track. The creative agency Wakwaw did the same thing to welcome their website visitors and sell them the "waw effect" of their services. The design is very simple, yet fun and inviting.

Link content & design

Instead of using typography as design element, you can also use it to bridge the gap between design and content. Choose your font to reflect the character of your design to create a uniform website. When combining both design and content, your message will be stronger and much more clear.

Be playful

Use typography in line with the rest of your design. This allows you to effectively build your content into your site. The website of Pioneers is very playful and fun. For their headline and the different service categories, they chose typography that reflects that exact feeling. The headline draws attention, while blending in with the rest of the site.

Create unity

The site of the conference Hull Digital Live is a nice example of how to use typography to create a feeling of unity on your site. The headline is written in a sketchy font that mirrors the overall look and feel of the site.

Offer context

Another example of how to link both content and design is the site of Kyle Steed. He presents himself with a sketched portrait, standing in front of a chalk board. On the board, he has written down many different words that describe and characterize him as a person. The way content and design are linked on this site leave no doubt that Kyle is a creative and likeable guy.

Create feeling of depth

Last but not least, typography can be great to play with by adding some 3D effects. This creates a feeling of depth, making your site stand out from the "flat" sites we usually find on the web.

Create realism

The Albany use 3D typography only in their main visual in the center of the site. The words "seeding talent" become part of a design element that could just as well be a regular photography. However, the 3D effect of the illustration creates realistic sense of depth, making the entire site more interesting.

Create excitement

The web design blog Webdesigner Depot uses a 3D effect for their title. Together with the visual background, this creates a sense of depth, making the site header catchy and more exciting.

Abstract typography

The site 3D polystyren use big 3D letters to design their header. The letters build a playground for the little figures that try to climb them, giving us a measure of how big they really are. The letters are taken out of their natural context, which demonstrates that we can also use typography in a more abstract way.

Final thought

Typography plays an important role in modern web design. If chosen well, it makes your content readable, scalable, and enjoyable for your visitors. Besides serving these practical aspects, typography can also have an aesthetic purpose. It can add character to your design, or help you bridge the gap between your content and design. Typography can supplement your design, or you can build your design on typography.

In any case, typography can help you add more personality, more excitement, and more emotion to your website. Do you have other examples of typography as design elements? Let us know what you think in the comments below.

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15 Practical Tips How To Use Typography For Emotional Design

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Typography is an essential part of any website. There is no doubt about it. Websites usually offer information and the easiest way to present this information is through text. Besides, "people who are reading a well typeset page are more engaged in the experience and find that time flies by faster."

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How do you think your target audience feels about your product before they've seen your video?

I think my target audience feels fairly neutral on mindfulness products/ adult focused activity books. Most interactions with mindfulness partaken by regular, less mindful people tend to be focused around adult colouring/ meditation/ yoga etc. While these activities do increase mindfulness they are not always considered fun.

How do you want them to feel after they've seen your video?

I am hoping to change the way in which mindfulness activities are viewed by creating a mindfulness product that doesn't seem boring or condescending. By creating a puzzle book that contains significantly more crude/ adult content I am aiming to create a fun experience that anyone can enjoy, that happens to have the added bonus of increasing mindfulness. As such, even though my main message is that of increasing mindfulness, this is not my promotional videos main focus (which is going to be significantly more humorous).  I want them to feel like mindfulness can be a fun activity, not just a boring thing you're supposed to do.

What tone/s or emotion/s will you need to convey to convince your audience of your promotional message?
I will need to convey that the product is simultaneously fun, but also adult enough to maintain interest. I am hoping to present the book initially as a serious mindfulness product, and image that is dashed immediately when you get your first glimpse of the pages within the advertisement.

Which colours best represent these emotions?
In order to keep up with the "serious" and "adult" façade I am going to need to use a professional looking colour palette, perhaps using black or navy blue as my main colours. I could even use brighter colours on the "student" that is already actively using the product in the promotional video. I may use colours such as yellow and green to indicate a happier "character".

Which fonts best represent these emotions?
I think more serious and modern looking fonts would be ideal in portraying the "adult" aesthetic. Probably something with minimal flourish and personality.

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Treatment - Adult Activity Book
A clock ticks closer to 3pm, the sound of it echoing throughout the classroom. Several students are studying and a teacher sits up front of the room. Upon closer inspection, one student is only pretending to write, scribbling nothing with the pair of scissors in their hand. Another student folds a page of their text book into a paper airplane. A different student has their book infront of them, hiding the fact that they are taking a nap. The teacher himself is using his laptop to watch sporting games.

A student up the back up the classroom appears to be intently studying their book. Closer inspections shows they are completing a word search, in which all the words they are locating are just repetitions of the word "fuck". They have only one more to find. As they highlight the final fuck, they stand excitably, announcing to the room that they "have found their last fuck!"

The students erupt in cheers, but are quickly hushed by their teacher. He holds out his hand to the student, who passes over the book, the cover visible whilst it is being passed. Book confiscated, the teacher returns to his desk.

The bell rings, and students leave as the screen fades to black. A voice states, "find a fuck to give" followed by a call to action to purchase the book.

The teacher fades into view, this time at home on his couch. He turns on a lamp, and begins to write in the confiscated book.

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Attention
I am going to capture my audiences attention by showing them clips of things that are just a bit odd, not enough to elicit a huge reaction but just enough to intrigue them. For example, my opening shot of a student pretending to write with scissors.

Interest
I intend for my target audience to relate to the monotony and tediousness of sitting in the classroom, waiting for the end of the day. In offering an alternative activity to this meaningless waiting I am attempting to gain their interest.

Desire
I will be using humour in order to appeal to the desires of my target audience. I will be using a real life scenario to appeal to their emotions, and a fun twist in order to convince them to buy my product.

Action
It is intended that after seeing the promo video, the audience will be called to action to buy the activity book, and to increase their mindfulness.

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Blue Hat
- Will need to source a filming location and actors.
- Need to organise time everyone is free to film
- Will need prop/physical product to use within advert
- Source filming equipment/ decide what equipment is necessary
- Need to chose/ learn how to use editing program in order to create clean advertisement.
- Decide on sound design, am I including music? Self composed or royalty free? Do I need sound effects/ folly artistry?
White Hat
- Need to find out when filming locations will be available for use
- Need to learn how to use filming equipment/ audio recording software/ editing programs.
Red Hat
- Trying to create mindfulness activity book that doesn't feel condescending or awkward. May be some misunderstanding and weird feelings around mindfulness due to previous attempts. I want people to feel like they are having fun whilst engaging in mindful activities that are relevant and interesting to them. Advertisement ideally has humorous tone to try and attract more potential buyers.
Green Hat
- Planning on having 2 filming locations, a classroom in which a few students are "studying" while their teacher watches on, and a living room in which the teacher himself uses the product. Going to have "students" do their best to emulate a school uniform with clothes they already own. Will need to make either the product or a prop version of the product for the student and teacher to use. Would like colour scheme to look very professional and strict in order to contrast with the humorous "find a fuck to give" slogan.
Yellow Hat
- Benefits to audience include light hearted joke, and if product bought a potential increase in mindfulness and relaxation, as well as allowing user to have fun with language and topics it is not considered "polite" to discuss. Both add and product will hopefully benefit the audience by allowing them to "take a break" and do something silly, purely for the fun of it.
Black Hat
- Beginning of advert needs to be quick in order to hold viewers attention, this may be difficult due to the "professional" environment that is being displayed as opening. Potential to use university tutorial room for filming but will need to coordinate and make sure rooms are open and available at time of filming.

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How Am I Going To Grab My Audiences Attention?
I am planning to use quick shots of odd moments to intrigue my audience. At first glance what looks like a classroom of students focusing intently on their work is quickly shown to be nothing of the sort. The teacher is watching football on his laptop, one student is writing with scissors, another is drawing doodles on the table, making paper planes and other unusual occurrences.

Mind Mapping
All of the humorous shifts in frame that I have included made me laugh, and as such I think I will attempt to include as many of my reframing ideas as I can. Due to this I think it would be best to use the high school classroom setting I explored whilst referring to what my creative hero's would do. I would also like to frame my advert from a mindfulness perspective, leaning into the "finding a fuck to give" message that I connect with the mental health contexts discussed throughout my creative planning.

Summary
In my promo video I would like to promote engaging in mindful activities. Using a puzzle and activity book containing crude, inappropriate, and very adult content, I want to encourage my audience to "find a fuck to give" and to purchase my product.
My video and product is taking a new approach to adult mindfulness activities, instead of just increasing the difficulty and complexity of the activities, I am also going to increase the vulgarity of each one. Similar to swear word colouring pages, but applying the concept to things such as word searches and crosswords. For example, puzzles that are themed after 50 shades of grey, alcohol, or sex related content.
Unlike most advertisements, my promotional video for this product will contain vulgar language, in a place where it is not normally allowed or encouraged.

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Mind map and brainstorm online with Bubbl.us! Create colorful mind maps to print or share with others. Millions of people are using Bubbl.us worldwide to generate ideas, map out processes and create presentations.

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Explore a hand-picked collection of Pins about Creative Journal on Pinterest.

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In this advertisement, a chicken makes a perilous journey through harsh conditions. He crosses paths with a turkey, and they have a western style stand off with the chicken coming out on top. They finish with the slogan "Turkey comes and go's, but chicken is forever". This is a very clever add by KFC that plays with the concept of why the chicken crosses the road (the answer apparently being to fight a turkey). This loose play on a popular culture reference is really creative, and makes for a very entertaining advertisement. The suspense leading up to the punchline helping to further deliver the hilarious resolution. I am hoping to use this concept of building suspense, and the concept of word play in my own advertisement.

Creative Mart 2019, Crossroads KFC Funny Commercial, video, YouTube, viewed 24 March 2023, <https://www.youtube.com/watch?v=TnOrg5oGOmw>

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This add by the Australian sex party states that there is "too much fucking going on".
It then cuts to a gay couple, saying their fucked because they cant get married, a man saying he's fucked because he was caught with weed, an old woman saying that she's fucked because she is not allowed to die with dignity, and a pregnant school girl stating the she's fucked because her school didn't teach her about fucking.

This ads adult tone and unabashed use of the word fuck has a similar vibe to what I'm going for. It's use of humorous effect for a serious topic is genius, and makes for a joyful yet compelling message being presented. I m hoping to use a similar humorous tone for my own advertisement.

Vote ASXP 2013, Australian Sex Party (ASXP) 2013 Campaign Ad, video, YouTube, viewed 24 March 2023, <https://www.youtube.com/watch?v=hxZ0yDTfnjw>

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The civil libertarian Australian Sex Party has launched its election campaign ad, and the message is simple: Australians are getting "fucked" - on issues including marriage equality, drug laws and voluntary euthanasia.

Fiona Patten, Australian Sex Party leader and Victorian Senate candidate, told AdNews the new ad would probably not run on TV due to the swearing, but "possibly less effective", watered-down ads with the same message were already on-air.

The campaign ad, created by filmmakers Jeremy Ervine and David Campbell, formerly of Adelaide agency Fnuky ( which sold to rival Them last August), outlines the party's platform. "In the last federal election, the Australian Sex Party nearly got into the Senate," Patten says.

"We've had the last three years to reflect on the important issues facing Australians. What I'm about to say may surprise you: there's too much fucking going on in Australia."

Patten said she hoped to reach one million views by the election in eight days' time - the ad currently has just under 19,000 views. "We are getting it out there, it's being shared by different groups with large social media networks, that's happening as we speak.

"Last [election] we let our ad run free, as it were, and we got around a quarter of a million views. This time we will be pushing it on our social networks and those of our friends and supporters."

The party's best chance is in the Victorian Senate, and Patten said she was "fairly confident" their primary vote would be higher than last time around based on results in a number of by-elections and state elections, where the party was averaging around 7% of the vote.

"That indicates our primary vote should increase, and it depends on how The Greens, Coalition and Labor vote goes. But it looks like it will come down to the Liberals, Family First and us in the Senate."

Ervine said he and Campbell had "taken a brief breather from advertising retirement" to shoot the ad for their former client. The spot was created pro-bono and money to cover costs of the production was raised through crowd-funding platform Pozible.

"It's was almost out of tradition. Last federal election our ' Jerkchoices' ad became the most viewed political ad of all time. We wanted to see if we could top that - it's an interesting exercise to see if you can maintain the quality without an agency behind you, but I think we managed it."

But a return to advertising is probably not on the cards for the pair. "It's a one-gig project, just for fun and for a good cause - we love working with the Sex Party." And what about next time around? "If we're still in the country it would be great to work on an election campaign again."

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Have something to say? Send us your comments using the form below or contact the writer at frankchung@yaffa.com.au
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AdNews: 'There's too much fucking going on': Australian Sex Party launches campaign ad - AdNews

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The civil libertarian Australian Sex Party has launched its election campaign ad, and the message is simple: Australians are getting "fucked" - on issues including marriage equality, drug laws and voluntary euthanasia.

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Maltesers

In the video, a woman turned down Maltesers from her friend due to chocolate being too "naughty". Upon discovering they actually had very few calories she gladly accepted. Now no longer feeling "naughty" enough, she elected to move to the window, lift up her shirt and flash a male co-worker before returning to her seat and continuing to eat Maltesers.

The tone of this add is very cheeky and fun in nature, yet very adult in its office setting. The fun twist at the end was clever, yet incredibly crude. In short its a very entertaining add and can promote a good laugh. My add will be similar in nature in both the location and the "cheeky" adult content involved. However my add will not contain anything like flashing a co-worker. Although I am considering basing the concept around crude language.

The Hall of Advertising 2020, Maltesers - Bra (2006, UK), video, YouTube, viewed 23 March 2023, <https://www.youtube.com/watch?v=eP3Scx0v7Lo>

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When Did Coloring Books Become Mindful? Exploring the Effectiveness of a Novel Method of Mindfulness-Guided Instructions for Coloring Books to Increase Mindfulness and Decrease Anxiety

This article looked at the relationship between mindful, guided colouring sessions and anxiety reduction. Mindfullness and anxiety was measured before and after the study. Unguided colouring results indicated no change in minfullness and anxiety. Guided colouring sessions led to a decrease in anxiety, although some participants revealed that they did not like the guided voice telling them what to do.

This is relevant to my idea, as it indicates that a railroaded and guided activity may not be best suited to all participants, shifting my focus to a self guided method.

Mantzios, M 2018, 'When did coloring books become mindful? exploring the effectiveness of a novel method of mindfulness-guided instructions for coloring books to increase mindfulness and decrease anxiety' , PubMed Central.

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Sharpen Your Pencils: Preliminary Evidence that Adult Coloring Reduces Depressive Symptoms and Anxiety

This study tested a sample of 115 women between 18-30 years of age. Participants were given a pack of 2 booklets that contained either a colouring packet or puzzles. Both were shown to have an increase on the participants midfullness, but not on other mental health factors.
This information is useful as it confirms that there is a mindfulness aspect to puzzle activities.

Jayde, A 2017, 'Sharpen your pencils: preliminary evidence that adult coloring reduces depressive symptoms and anxiety' , Creativity Research Journal, vol. 29, no. 4, pp. 409-416.

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Adult Colouring for Anxiety in the Emergency Department

The article looked at the effects of colouring and art therapy on individuals presenting to the Emergency Department. Patients who met the moderate-severe category of anxiety were given colouring packets or blank paper and a pen. Findings showed that this method did lower anxiety levels with ED patients. However this was not compared to standard therapy with medication. It was also recognised that giving sharp implements to some patients may be a safety hazard.
This Study is useful to me as it supports my message that simple activities such as colouring and puzzles can lower anxiety.

Heitz, C 2020, 'Adult coloring for anxiety in the emergency department', Academic Emergency Medicine, vol. 27, no. 12, pp. 1353-1355.

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Age range
18-25

Personal interests
Crosswords, puzzles, games etc

Geographic location
Focus on Australia, ideally world wide

Level of education
English speaking and reading (well enough to understand word puzzles)

Which platforms are members of my audience using?
Instagram, TikTok, SnapChat

How long do members of your potential
audience spend on those platforms?
Up to 2 hours a day between the above 4    social media, with tiktok and facebook leading the way in view time. Minus India and China which have banned the TikTok platform, you could reach 29% of the worlds (of age) population with tiktok adds.

How often do members of my (potential)
audience use the platforms, e.g., daily? Every few days? Weekly?
Daily

What kinds of content do they enjoy
consuming?
Tiktok has a varety of content, but the most popular content is short funny videos featuring memes and trends.

How can your content enrich the life
of your (potential) audience members?  Encouraging people to slow down, unplug, and do
something for themselves can significantly improve general mental health.

How does your content differ from
similar content available online? What is the point of difference?
My adult puzzles book isn’t just harder challenges made for adults, it features adult content, adult jokes, and very offensive language. Made in particular for getting out your anger and promoting mindfulness.

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I have decided to go with my adult word search idea, with the over arching message of "take a break, have some fun". I'm hoping to implement the slogan "find a fuck to give" or something similar.

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1: Anti Vape
2: Support Artists
3: Alice Animation
4: Beige toys for sad beige children
5: Sad Meals for emo children
6: Sad sponge daddy
7: Car for MEN
8: Sleep Hygiene
9: Pro Introvert Video
10: Social Media Manager promo
11: Erasable Pen advert
12: Motivational Video
13: Create Wonder
14: Food forest
15: Kids are stupid- health insurance
16: Sustainable living
17: Vocal lesson advertisement
18: Learn a language
19: Woven shoelace
20: Geocaching
21: Anka Sweet twitch advertisement
22: Embrace inner child
23: Adult playground
24: Adult world search
25: Time Tree
26: Pain killer (men try period cramps)
27: Kids are people too
28: Drink Water Reminder
29: Our Best Looks Different
30: Anti Hustle
31: Take a break
32: Anti single use plastics
33: What's in your food?
34: Blue Light Effects
35: Unplug Campaign
36: Sleep Loss Effects
37: Antivax Apple
38: ND vs NT learning
39: Big Corp Waste
40: Body Doubling
41: Get Help Pro Therapy
42: Public Library
43: What Misogyny can do for you
44: Don't judge a book by its cover
45: Date yourself - self love promo video
46: Hours study room promo
47: Shop Small
48: Medical Malpractice Women
49: Job Market struggles
50: Alive Ballet Promotional Video
51: De-influencing
52: Embrace your weird
53: PCOS awareness video
54: Fibre arts - Sustainable Fashion
55: Attention Span Decrease
56: Lip reading vs Masks - Deaf accessibility
57: Trans awareness
58: Educate your children about sex
59: Pro Choice add- eggs are not chicken
60: Mum car lights- give mum a break add
61: AUSLAN in schools promo
62: PAC promotional video
63: Microchip your dogs - lost dog
64: Cats where they arent supposed to be - keep cats indoors
65: Vet promotion? cats are dumb
66: Touch some grass - chronicaly online awareness
67: Words hurt video
68: Wide burger promo idea
69: PCOS cook book promotion
70: Work life balance- no one ikes inside box
71: Pay attention to your children
72: Monitoring child internet use
73: Drug awareness
74: Depression awareness
75: How Dare You CD video
76: Jazzie Bee singer video
77: Consent video
78: Alternative Theatre promotional video
79: COG promotional video
80: Girl guide promotional video

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I am feeling incredibly uncertain at the starting point of this process. I lack experience in digital creation, as well as knowledge in digital media as a whole. I have several ideas that I think I may like to develop, and a few (mostly mental health and child safety related) causes I would like to expand upon for this assignment. I am withholding making a decision on this topic until I have completed the 80 topics thought exercise, just in case i discover a topic that I find myself feeling really passionate about.