1. Alix Kelly
Ancillary Task Research
Ancillary Research- Billboards
Masthead design
Position of text and images
Guttenberg Principle
The mast head design is short and catchy, using a pun to
make the audience look at the billboard. The masthead
from the newspaper is bold and has a contrast by using
white on top of red. Using these colours helps to create
and brand awareness and the audience will recognise and
remember the logo as it stands out from the black text.
The box style in the masthead helps to separate the mast
head fro the rest of the text in the billboard so that it
stands out more to the audience. As “The Sun” has a
target audience of middle/working class men and woman
the masthead design is basic and doesn’t use any special
features or dramatic colours to aim towards a higher
target audience.
In terms of the position of the text, it is centred in the
middle of the billboard and spread across the bottom to
help the text become bolder and eye catching towards the
audience. The text has bigger spaces between each
toward in order to help make the billboard seem bigger
and more important. As the text is centred in the
billboard, the audience are more likely to notice the text.
The image is placed to the right of the billboard as that is
the axis of orientation in which the audience will read it.
In terms of the Guttenberg principle, this
billboard has filled in the weak fallow area and
follows the reading gravity by filling in more
space in the bottom line in order to make the
billboard stand out to the audience. The
terminal area has a strong ending as it has
been used. The primary optical area hasn’t
really been used as the text is more focused in
the strong fallow area in which the audience is
more likely to read. The use of the different
spaces helps to create an easy flow from one
area to the next.
Typography design
In terms of the typography design, the billboard has used
bold font to help the text stand out towards the audience
and also creates a mature look for the logo. The spaces
between each word are consistent and make the words
seem short and snappy to give the audience and quick
idea of what the aim of the billboard is. The leading of the
lines is are close together to make the billboard look
punctual and informative towards the audience. The font
in the logo is slanted which could suggest the newspaper
also aims towards a younger audience as well or focuses
on articles that are for a younger and older audience. It
also targets towards the middle/working class target
audience of the newspaper. The text is in lower case
which can be a sign of immaturity, as this magazine
focuses on providing information on celebrity showbiz for
woman and a page 3 section for men.
Colour Schemes
Rule of Thirds
In terms of rule of thirds, this billboard has put their logo
in a centre of intersecting lines on the left to bring the
audiences attention to the colours and position of the
logo. The text lies in the centre of lines and spreads across
most of the lines to help make the most of the space but
also fill the most important spaces.
In terms of the colour scheme, this billboard
has used black, white and red to create a
contrast and to make the text stands out. The
colours are very sophisticated and stand out
to the audience. These colours are clearly
targeted at a mature audience. The white
background helps to bring out the black text.
Using red brings more colours to the billboard
but keeps a bold look to the billboard.

2. Alix Kelly
Ancillary Task Research
Masthead design
Position of text and images
Guttenberg principle
The masthead design of this particular billboard is
bold, strong and sophisticated. The name indicates
who the newspaper is aimed at and what their
objective is to do. The black colour against the
yellow creates a vibrant contrast to help make the
masthead stand out more to the audience. As the
demographic for the newspaper is people who
work full time and are under the age of 65, we can
see that the masthead is aimed to stand out and
inform the readers of what will be happening in
the area and across the country. As this paper is
delivered every day, we can see that it will get
used by people who are going to be at work and
wanting to keep up with the news.
In terms of the positioning of text, the masthead is quite a contrast
with image as it is black and stands against the yellow background.
Placing it at the bottom of the billboard helps it to become
apparent to the audience. The image used above the masthead is
unusual and is centred above the masthead to help catch the
attention of the audience.
In terms of the Guttenberg principle, this billboard
has placed the masthead in the weak fallow area to
help increase the sight of the audience and what
they will see. The image is spread across the strong
fallow area and also part of the primary optical
area. Because of the way in which the image flows
across the billboard, it helps to direct the audience
to the most important part, i.e. the masthead. As
there is nothing in the terminal area, this helps to
focus the attention of the audience to the centre of
the billboard. The use of the dandelion helps to
bring a distinctive image upon the audience and
links to the make a wish foundation, as you are
supposed to make a wish when you blow the
flower.
Typography design
In terms of the typography design in this
billboard, the masthead has used a bold yet
traditional typeface which helps make the
billboard look professional and sophisticated.
This helps to attract the target audience of
middle class working people. The use of sans
serif with no underline or italics helps to create a
more mature approach to the billboard as it
stands bold and dramatic. This links to the
principle of the newspaper which is to inform
their audience of news in the local Manchester
area and across the country. As the “wish” is
written in a more younger font, it helps to create
an innocent appeal for the charity which is the
‘Make a Wish’ foundation.
Colour Schemes
Rule of thirds
In terms of the rule of thirds, the masthead is based on a line which
follows how the reader will look at the billboard. The image crosses
on two intersecting lines which help to bring the audience’s
attention to the billboard. The masthead also lies on an
intersecting line as this is where the audience will need to look in
order to be aware of what the billboard is about.
In terms of the colour, the yellow background
brings a dramatic contrast from the black and white
colour of the text and image. The bold black colour
on the masthead creates a sophisticated approach
on the newspaper. This helps to aim the newspaper
to an older and more mature audience. Yellow is
symbolic for happy, which links to the word “wish”
which is used in the billboard. This creates a
continuous professional effect to the billboard. The
white colour can symbolise pure and innocence,
this links to the make a wish charity that the
newspaper is sponsoring which is aimed at young
and terminally ill children.

3. Alix Kelly
Ancillary Task Research
Masthead design
Position of text and images
Guttenberg Principle
In terms of the masthead design, the
independent has used a formal, bold title to
catch the attention of the audience. As the target
audience for this newspaper, is middle class
working families with a healthy salary, we can
see that the masthead looks professional and
sophisticated. Using black colours for the text
makes it aimed at male and female audiences.
Black is a mature colour and helps to catch the
older audience’s attention. The word
“independent” links to an older audience.
In terms of the position of text, the main story is placed from the
left to the centre of the billboard which helps to catch the
audience’s attention. The masthead is placed in the bottom right
hand corner and is easily recognisable from the design of the text
and the image.
In terms of the Guttenberg principle, the billboard
has used the primary optical area to catch the
audie3nces attention. The text is black and against
a pale blue background so it helps to create and
build a contrast. In the terminal area, the masthead
has been placed so that the audience finish reading
the billboard knowing who it is about. The weak
fallow area has not been used, but the strong
fallow area has so the audience will notice the
billboard more because the text is centred in the
middle of the billboard.
Typography design
Colour Schemes
In terms of the typography design, the independent
has used a bold and dramatic text to grab the
audience attention. As it says “You” this directly
involves the audience and helps to keep their
attention. The independent have used a professional
and sophisticated text to approach their target
audience. The story is based on an article that is
written in the newspaper. The short, catchy title
lures the audience in and is directly aimed at them.
People who read the newspaper will recognise the
story and buy the newspaper, as it usually includes
articles based on politics and the public. The design
of the main text is like a headline from a newspaper
which creates continuous approach.
Rule of thirds
In terms of the rule of thirds, the masthead is placed on
two intersecting lines in order to catch the audiences’
attention. The main storyline is placed across the lines
where the audience are most likely to read it. This
helps to create a professional look and keep the
audience attention on the billboard.
When looking at the c colour scheme, we can see
that the main colour in this billboard used it black.
Black is a symbolic colour for dramatic bold
experiences. This links to the purpose of the
newspaper which is to inform the reader of regular
news happening across the country. Generally
aimed in the political area. There is also a pale blue
back ground used to help create a contrast and
bring forward the black text. The colours used at
the top of the bold black text brings a sense of
trademark, i.e. people who reads the independent
will recognise the effect.