1. Tents 1
Tents 4 Events
Student
CGD 218
Instructor Name
Date

2. Tents 2
I own and operate a small tent rental company called Tents 4 Events. I rent out tents,
tables, chairs, and bounce rides. My target audience is adults ages 25-55. My communication
objective is to persuade the audience to rent from Tents 4 Events. In order to do that I have 3
different visual approaches that could be used to target my audience: typography, images and
groups of images, and cartoons/illustrations. “We all live in an ‘information’ society where much
of the information we consider has a visual nature” (BERGER, p.15). “We communicate through
images. Visual communication is a central aspect of our lives, and much of this communication
is done indirectly, through symbolic means: by words and signs and symbols of all kinds”
(BERGER, p. 19). Therefore it is important to use the right visual techniques. I will explain the
visual techniques I used for each design and explain why I feel that the typography design is the
most effective.
“Typography and graphic arts are the arts that impact most directly on the printed
material we read in every medium and art form. Typography is the art of selecting and arranging
type or—in broader terms—using type in various graphic designs to obtain particular effects”
(Berger, p.114). An important factor in typography is choosing the right typeface. The size of the
type, letter spacing, margins, and design which is “how the different elements are placed in
relation to one another” are also important (Berger, p. 105). For design 1(see p.5), I chose a font
and style that is legible and allows the audience to quickly read and receive the message.
“Spatiality is an important element in pictorial design. We have learned to associate large, open
spaces with wealth and class and small, cramped spaces with the opposite” (Berger, p. 94). I also
wanted to have balance, when “the elements of the composition are arranged equally on both
sides” (Berger, p.95). So I centered the information which leaves some white space and the

3. Tents 3
message is balanced. Everything is evenly spaced and not cluttered. This allows the audience to
easily read the information.
I used a bigger font for the name of the company to get the attention of the reader. I then
used smaller fonts for the rest of the information so the reader is not overwhelmed by too much
information standing out at one time. “Movement refers to the way elements in a composition
lead our eyes along and force them to scan the composition for information” (Berger, p. 126).
By using a small graphic at the bottom of the message, this draws the reader’s attention to the
bottom of the message thus forcing them to read or scan over the information in order to get to
the end. Color also gets people’s attention, so I decided to use 2 different colors in the message.
“Color shapes our emotions and feelings and can be used to shape people’s behavior”
(Berger, p. 87). For the 2nd design (see p.6), I used cartoon-like illustrations for a more colorful
approach. The image of the bounce ride is very colorful. So I incorporated those colors into the
rest of the message. I used one of the darker, richer colors for the text. I also made the name
stand out by using a larger font. The cartoon graphics of happy children were used to remind the
reader it could be used for children’s events and so the reader would associate it with having fun.
I also used graphics of various weather conditions along with the slogan “whatever the weather
we got you covered”, to remind the audience that the fun does not have to end because of
unpredictable weather conditions.
I continued with the graphics of the weather conditions in the 3rd design (see p.7), of
images and/or groups of images. It is important for the audience to remember that with Tents 4
Events they will not have to change their plans because of weather conditions. I used less color
and went for a cleaner, crisper look. Like in the other designs, I continued with having the name

4. Tents 4
stand out by using a bigger font. However with this design I went with a real image. At times
people may like to see what the product will actually look like.
The message is centered except for the text in the middle where it lists the products.
There is a sort of informal balance, where “imbalance is deliberate” (Berger, p. 78). There the
tents, tables, chairs, and bounce rides, are placed around the image, somewhat overlapping it.
Informal imbalance can ultimately cause “visual excitement” (Berger, p.78).
In the end you want your designs to have unity. “Unity refers to the way all the elements
in a composition or visual field relate to one another and produce a sense of completeness and
wholeness” (Berger, p. 126). I feel that all 3 designs had that however, designs 2 and 3 may have
had a little too much going on. Design 1 is simple and easy to read. It uses basic colors and
design techniques which is why I feel that design 1, the typography design is the most effective.

5. Tents 5
Tents 4 Events
“Whatever the weather we got you covered”
Tents  Tables  Chairs 
Bounce Rides
Any Event  Any time  Any Place
Lowest Prices Around
Free Set-up and Delivery

6. Tents 6
For more information please call: 717-777-9311
Tents 4 Events
“Whatever the weather
we got you covered”
Tents Chairs
Tables Bounce Rides
Lowest Prices Around
Free Set-up and Delivery

7. Tents 7
For more information please call: 717-777-9311
Tents 4 Events
“Whatever the weather we got you covered”
Tents Tables
Chairs Bounce Rides
Lowest Prices Around
Free Set-up and Delivery
For more information please call: 717-777-9311

8. Tents 8
References
Berger, A. (2008). Seeing is Believing – An Introduction to Visual Communication (3rd ed). New
York: McGraw-Hill Learning Solutions.