Image 1 is an approach to design concerned with documentation. This city rail ticket is almost ‘un-designed’ pure information. The typography is larger for the more important information such as where the ticket is valid to and from as well as the expiry date. The extra, less important, information is than visually smaller so as to inform but not distract from the key details.

Image 2 was part of a ‘quit smoking’ campaign used in the UK. This type of approach to design is different to image 1 in that I would consider to be an ‘expressive’ approach in which it plays on the viewers emotions and almost makes them cringe at the thought of a fishing hook through their skin. The visual hierarchy used is through scale, the viewers eye is first drawn to the large scaled disturbing image of a fish hook going through a person’s lip which then causes the viewer to look at the text to know what this advertisement is for.