Join John McWade for an in-depth discussion in this video Expressive type alignment, part of Before & After: Graphic Design Techniques.
Awhile back, a reader wrote to me, directing my attention to the website of …M&T Bank. And his question was this, M&T Bank has a …new green flag campaign flag out, and I was looking at some of their marketing material. …And they have the copy oddly formatted. Any ideas as to why the unconventional …use of alignment? And what he's referring to is right here.…
I don't know why they've aligned their type this way, without talking to them, …but I can give you a few guesses. Let's look at this big. …And what you see are three lines of copy that are not aligned to the left, not …aligned to the right, nor are they centered. …And so, they're up here rather carefree. I'm pretty sure that's the effect the …bank was looking for. Words in a light casual spoken voice.…
We can see this by looking at the copy flush to the left. …Any time that you create a point of alignment, you're adding a sense of …rigidity, kind of fixed in place, and therefore some formality. …It may be easier to look at if we turn the type black. …
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