Discussing visual hierarchy between the London tube map and print ad for DASL.

The map of the London tube takes an analytical approach to communicate complex information, by utilising simple colour coded lines to show viewers directions and connections between different lines. Due to the sheer amount of data shown, it would be confusing to communicate this information in any other format other than an information diagram. This way viewers can locate themselves on the map, find their destination and plan their way from A to B. the most important information (the map) is located middle centre, whilst the secondary information the Key and logo for the tube are located at the bottom right and left respectively.

The second example a print ad for DASL, utilises a conceptual approach to discourage young women from excessive drinking. The most important feature of the ad is the image, which takes up three quarters of the page. This image immediately catches the viewers’ attention due the comical and bizarre image of the young woman. Underneath the image is the phrase “If you drink like a man, (written in bold large font) you might end up looking like one” (in slightly smaller font underneath). This comical heading reinforces the image and explains why the young female appears to look like an unsightly drunk male. At the bottom of the page in small type is continuing script in the same comical vein that explains some of the side effects of heavy drinking. The logo for the organisation is located in the bottom right, the last place that the eye travels to. Once the viewer has read all the other information they are left with the name of the organisation in their mind last.