Appraisal Memorandum

Emma Watson's Siren Call:
Overall, the layout of this magazine ad is superb. It is simple and straight to the point. One of the many strength's that was noticed was the way that the title is displayed. It was creative and ingenious. It is different from all the other fonts you would see displayed a magazine. However, there were also many weaknesses that was noticed as well. First thing that caught the eye was the white space. White space is typically good being that less is more, however in this case it may be too much. Because the letter "S" is about half the size of the page, it takes up too much room and causes the other fonts to be written much smaller. This can be a little difficult on the eye, for anyone trying to read it. The creative idea behind the style of the heading was a good start, but the text also needs to be an appropriate size for viewers to comprehend. The heading at the top where it describes a little bit about Emma Watson, could have been designed better as well. It is similar to a new heading that you may see in a news paper, and comes across and plain and dull. Plain and dull is fine, however, it clashes with the font used for "Siren Call," being that it is so bold and exciting. It needs to be a font similar to the one used to write the paragraphs, or something that can flow with the font used for the bigger heading being that it stands out so much on the page. The text seems sloppy and jumbled up, being that it is all gathered in that one section of the page. If font text and size were changed around a bit, still keeping the same overall layout of the article, this can be three times better.

C. Jones Expertise:
The layout of Christina Jone's resume is phenomenal. There is a perfect balance between text and white spaces. All the fonts used throughout the template flow and blend perfectly together. One of the weaknesses pointed out though, would have to be the kerning. For example, the subhead "Education" is aligned closely together and looks like one group of text, while "work experience" is not. It seems as if it an extra space was added in between each letter, to separate the words further apart intentionally. The subhead "professional activities," could be fixed as well being that the word "professional" was written so close together, but "activities" seems overly spaced out. Some improvements could have been made in the kerning area. Also, having the entire resume on a slant, may take away from the simplicity for some viewers. It may have been better to have it straight along the page, now it is a little difficult trying to read what each text box is saying, without having to slightly turn my page. It would look more clean and neat if it was just straight down the page.