A tasty use of text

Part of this week's reading dealt with type and visualization. A section in chapter 8 that stood out to me in particular was the integrating type and image section. In it, the section provided important reminders when integrating the two. Important ideas ranged from emphasis, contrast, similar characteristics, and how the two will interact. These ideas are very important to remember when pairing image and text. There really should be some sort of marriage between the two, be it one of shared characteristics or one of contrasting characteristics for example.

Absolut Vodka has had a pretty standard ad campaign for a while now (at least for as long as I can remember). This particular example shows a relationship between image and text. The text on the bottle shows both a sans-serif font and a script font. Those two fonts pair well together because of their extreme contrast. Similarly, the larger sans serif at the bottom pairs well with the leaves and fruit surrounding the bottle. Here again, the two work together because of their contrasts. The straight lines in the text contrast with the curves in the leaves and fruit. Plus it's pretty tasty too!