1. United Way (Poster)
Colours:
The colours in this poster are fairly muted and dark, symbolizing a storm
overhead of the person. The dark colours give the effect of feeling isolated and
lonely, which fits well with the purpose of the poster and what the designer is
wanting you to feel. The large hand that is acting as the shelter stands out in the
foreground of the poster due to being significantly lighter than the rest of the
poster. The logo also works well, standing as almost a beacon on the page with
it’s bright red colour tone.
Imagery:
The image is very moving, it looks to have being painted – the hand is acting as a
shelter for the person below. This represents the purpose of the charity and
giving out a hand to help and support people who have become homeless,
becoming the shelter. The rain seems to be heavy surrounding the person which
gives the fewer the knowledge that the person is, in hypothetical terms – safe.
The street is bare which relates back to feeling isolated and alone, as if there is no
source of help for people who are homeless – the poster challenges that
statement.
Layout:
The composition is central, with the images and text on top of one another so
that the eye natural guides down, understanding the story and purpose of the
picture. The alignment of the text breaks up the central layout so that the logo
and tagline stand out substantially on the page. There isn’t very much negative
space, a lot has been filled with parts of the image such as the rain and the
pavement. The central layout and heavy picture ratio allows the viewer to
understand the poster and it’s purpose more easily than it being heavily jumbled.
Message:
The message behind this poster is that the United Way gives out a “helping hand”
to support people that feel isolated and alone, as if they can turn to no one when
they are in need. It demonstrates visually one of the services they offer which is
shelter and in the text below it specifies briefly other ways they help homeless
people. I think this advert is easy to understand from a distance due to the
position of the person and the environment they are in, people who take a closer
look could understand more thoroughly by the brief information below.
Overall Tone:
The tone of this poster is dark and poses the effects of homelessness in a negative
mannerism. The colours and muted and dimmed to express the intensity of the
storm surrounding the subject, using a brighter selection of colours would give a
more positive outlook on the purpose of the poster, which would be useful if the
poster was describing the benefits of the charity etc.

2. STREAT (Poster)
Colours:
The colours here are mainly based on a grayscale with slight tones of red on the
parts of the poster that are made to stand out such as the “Stop” signs, similar to
how they are displayed on the road. Red is psychologically based on alarm and
danger, which is why it’s associated with road signs and posters giving warning.
The grayscale acts as a good canvas for the red text so that the eye immediately
follows from the red and then onto the grey.
Imagery:
There isn’t any real imagery here other than the background surrounding the sign
that the man is holding, his feet are only just visible beneath the sign to show the
significance of the streets relating to homelessness. The foreground of the image
is the poster which is full of a series of different elements of text in a variety of
fonts that have been warped to fit each other within the image. The colours of
the text has been alternated and fit in a curved motion that still allows it to be
read clearly in a consecutive order.
Layout:
The layout of this image has been heavily based on the text and the way it has
been aligned and set out across the page to form the curves and diagonal format
of how it has been warped. There is very little negative space but about a inch of
space has been left around the edges of the posters of that it falls into a central
composition, allowing the poster to not look as heavy and crammed, unable to
understand clearly. Certain elements of the text have been warped and framed to
fit the purpose of the word, for instance “80,000”, a large number - has been
stretched to be larger than the rest of the text to symbolize it’s significance and
the capacity.
Message:
The message behind this image isn’t hidden behind the image and the overall
purpose can be read visually on the front of the poster. The overall purpose is to
stress equality in society and introduce a fair economy to help the homeless
people and prevent it. Using road signs to stress stopping and quality is a
representation in this poster of life in the streets and using the strict sense of
alarm in “Stop” signs etc. The “Streat” charity helps to arrange meals and
meetings at which homeless people can come and get warm and have a meal, the
charity encourages volunteers to take part in these events.
Overall Tone:
The tone of this image is persuasive and influential at making a change bringing
equality to society, the charity uses brief facts and terminology to convince a reader
to look into the charity and perhaps volunteer or donate. It also includes the small
section of the man to relate it’s meaning to the people and the surrounding streets.

3. National Coalition for the Homeless
Campaign (Poster)
Colours:
The colour ratio here is mainly grayscale with one part red text, which
represents the intensity behind the sentence “I have.” The monotone
imagery reflects the bleak, depressive lifestyle of being homeless –
brighter colours would of being more signifying with a positive outlook
on homelessness. This poster is particular is made to make the viewer
feel emotional and change their overall views on being homeless.
Imagery:
The image here takes up the majority of the page, a strong focal point
has been placed on the face of the man to draw attention to his facial
expression, especially his eye. The man’s expression depicts his sadness
and photographing him at a close cropped angle gives the illusion of
him being trapped behind a fence or in a change, which is
representative of the feeling of isolation and having no where to go
when becoming homeless. The purpose of the expression is so
sympathize the ld man and his eyes have being significantly brightness
to show emotion in his experiences.
Layout:
The layout of this poster is quite simple and not as extravagantly put
together as the previous two. It has an equal ratio of image and text so
that it is easy to understand the comparisons between the context and
the picture. The text has being laid out in equal lines that gradually
grow smaller, it represents the feeling of losing hope and his chances
of being able to help others growing slimmer. The dynamic colour
block of read for “I have.” is a strong depiction of the message that
change is possible in society to help and prevent homelessness. The
information and charity details are placed underneath the headings
and the image for people who look closely at the poster to gain more
information on the charity.
Message:
The message behind this poster is encouraging that change is possible,
often when someone becomes homeless they are alone and feel as if
they don’t know what to do or where to go. These use of the term “No
idea.” stands by that emotion and relates it to how others perceive
homelessness, not knowing how they could help etc. The strong impact
here is the red sentence, “I have.” which refers to the man in the
picture exclaimed that he has an idea of how someone could help, for example giving him a
shelter or a warm meal. The hidden message is in correspondence with how no one will ever
truly know about homelessness until it has been experienced.
Overall Tone:
The tone of this poster is quite dismal and upsetting looking at the emotions in the facial
expression of the man and how he is holding on the fence helplessly, almost looking as if he
wants to escape, imprisoned. The red colouring acts as a alarm or a beacon so that it stands
out against the monotone imagery and white text, making the eye and mind immediately drift
to why this particular sentence is so important and its meaning. The small text below gives a
more detailed analysis of what the charity sets out to do and how the poster intertwines with
the purpose of the campaign.

4. SASH UK (Website) Colours:
The colours used here are a series of green tones on the buttons, logo, links and context.
The green is used a positive symbol in the charity, it’s calming appearance works well with
representing change, help and safety. SASH also encourages recycling to help raise money
for the charity, which green is associated with due to the familiar logo – overall the green is
standing for a better earth. Using more alarming, impact colours such as reds and electric
blues can take away the aspect of the website’s purpose and it would be not as relatable to
it’s campaign.
Imagery:
Not much imagery is used on the first page apart from the transition slideshows showing
pictures of members of the public that have taken part in the charity. The photos are
positive, portrait photographs of people smiling and looking overall well – this perceives a
positive message on how the charity wants to be viewed and the impact it has on the
community. On the separate pages there are other images of people taking part in charity
events and parties, which demonstrates SASH as a united charity with a large sense of
community and equality. All the photos are bright and eye-catching to show positivity
rather than muted and dimmed.
Layout:
The layout of the website is quite simplistic and contemporary, the
target audience isn’t visually apparent and photos of young and older
people give the assumption that the charity focuses on a mass audience
of people 16+. On a computer the website appears central and quite
small with a large white border surrounding, but to look at the website
on a mobile or tablet – it would stretch to the full length of the
screen, meaning the website is adaptable for several forms of media. It
is set out in a default website layout with a large space for images and a
drop down side bar to the right for updates and news. The front page is
fairly easy to guide yourself and familiarize yourself with the website. 4
easy subheadings allow easy navigation and quick answers to questions
on the charity.
Font & Text:
The font used in this photo is block, sans serif lettering which alternates
between been green and white. There are lots of shapes and buttons
used that are slightly transparent when overlapping images to not give
the appearance of a heavily cluttered page. There are no dramatic
elements of large text apart from the logo and everything is separated in
colums and by bold and normal formats of text. I think Arial was used in
the majority of the context as it is a go to font to give a simplistic, clean
look and an overall professional appearance.
There is a significantly higher ratio of text over imagery on the home
page but the text is laid out around the image to not over cram and
make it easy to understand and read through without difficulty.

5. Shelter (Poster)
Colours:
The colours in these images are quite dark apart from the main subject being
the cardboard cot. The photograph has been taken of a black background that
allows a gradual gradient of dark to a lighter grey along with the shallows
created by the angle of the cot, almost as if it has being displayed. The white
text stands out dramatically against the black background and dramatizes the
impact of the text and meaning behind it. The cot stands out to a viewer so
that it draws attention to the hidden message and the meaning. Why is the
cot made of cardboard? Etc.
Imagery:
The imagery used here is quite contemporary, the composition is central and
the alignment of the object has allowed vivid shadows underneath – giving
indication that artificial lights and perhaps flash was used to take the image.
This cot symbolizes young children and the cardboard signifies being
homeless and not happening a proper bed to sleep in. It can also be seen as a
representation of a childhood been taken and thrown into a desperate
lifestyle. Overall the image projects negative perception on being homeless
and the lifestyle surrounding, it also shows an emotional comparison between
a child with a home and a child without.
Layout:
The layout is based around a central composition with the text aligned to the
left and the right to show variety of compositions rather than keeping it
central, which would create a much larger extent of negative space. The cot
has been tilted to an angle so that the poster has more depth and creates
visible shadows, giving an almost 3D effect. The text gradually grows small,
having a heading and subheading, then below the charity logo and tagline.
Message:
The message behind this image is the comparison between children who have
homes and children who don’t. It demonstrates being deprived of beds to
sleep in and the cardboard shaped into a cot represents the extent of how
young children are becoming homeless. It also gives visual brief facts of the
number of children becoming homeless as well as the representation.
Overall Tone:
The tone of this poster is quite pessimistic of how homelessness is perceived, it a
stereotypical term that comes to mind when we think of being homeless, living in
cardboard boxes. Shelter relates this statement into their poster to make it
recognizable to a viewer. The dark colours give a gloomy overlook on the message
and the cot looks to be swallowed up by the dark. It’s almost quite a statement
image using crisp packet boxes etc. to create bed frames – it’s interesting to see how
this would be perceived by parents.