Work the metaphor,
every object has the capacity to stand for something other than what is apparent.
Apple , transfers meaning from one thing to another
Metaphor : Apple, health, crisp, fresh, tempting.
A visual metaphor for New York to reinvent itself after a period of widespread crime.
Statue of Liberty
Synecdoche: Part of something to represent its entirety
Has to be there all the time , permanently.
Only works if it is known i.e. Big Ben = London
Metonym: Doesn't have to be a physical/ permanent part. It could really go anywhere.
e.g. Cross of the Church.
In trying to separate words from pictures we have to accept that words are 'pictures of letters' - David Crow
Weights and Characters
Distance, Proximity, Priority
Size weight and colour
Big or Red stands out the most.
A voice has pace, emphasis and volume
If all the fonts on a page have a close hierarchy it is harder to distinguish where your eyes should be.