Public information media such as videos and leaflets need to be clear and concise for the target audience. For example, a leaflet containing pension information would be directed at older people and have a mature and serious tone of voice. Tone of voice is important as it helps the target audience relate to the information and avoid forcing inappropriate language/information on the wrong audience/subject. It is best to think about context. If the target audience requires information on the event of a flood, a hierachy of information should be relevant to the audiences needs. Information such as phone numbers for services and advice should definitely be before 'more information' such as the counties newspaper or twitter account details.
In groups of three, we had to arrange the information in terms of hierarchy to be suitable for a public information leaflet advising what people should do in the event of a flood. Here is the info:
The current tone of voice is very concise and formal but it has a friendly tone, for example: 'If there is an immediate risk to life or you are trapped by floodwater please call the emergency services on 999.' Lexis such as 'immediate' and 'risk of life' are formal because it is a serious issue. 'Please' is very polite which creates a friendly tone, however it doesn't need to be there as the service is for the public.
Publication Draft
Began by putting the information into hierarchy by drawing out 'pages' and sketching info into the space.
Chose to use a rectangular shape to begin with because it is neutral and everyone recognises it.
To begin with, we put the local emergency services and 999 at the top of the list of numbers because we all felt that it was the most important number in terms of the publics safety. However, if a member of the public's house is flooding, they'll immediately see '999' at the top of the list and call it, without looking for a better option below. To overcome this we didn't lay the information out vertically, but we placed each number next to each other, creating a mutual relationship between them all:
Three main numbers immediately visible and further information is there if it is required.
In order to make the publication, we decided to make the theme of water run through the shape of the leaflet:
We wanted to move away from the traditional portrait leaflet and try something more exciting to draw attention to the subject. Using the pages as layers, we thought the graduated height of the pages could be coloured from a light to a dark shade of blue. This would make the leaflet friendly for the audience and also create a harmonious colour scheme.
As this was only a prototype, we hand drew and cut the publication as it was a quicker way of seeing the outcome. We were pleased with the outcome considering how fast we made it, however I feel we spent more time figuring out the look of the publication rather than the hierarchy and organisation of information.
Research
Thinking about how the leaflet will be delivered, it is likely it will be posted to house owners so I want to create a leaflet that is aesthetically pleasing and intriguing to avoid the audience throwing it away and junk mail.
Using Pintrest, I found some examples of intriguing leaflet and letter design. It was a great source for gaining inspiration, however it can be hard to find the original producer.
Envelope
Interested in the composition above as it is delivered in an envelope but has a window in it, suggesting the information inside. The quality of the stock and primary colours stand out over bills or generic letters.
Farm Safety
Purpose of the publication is for the health and safety for farmers.
I like how a simple fold can change the image due to the clever use of line and shape. The disabled pictogram is transferred into the tractor which suggests the theme of farming. When the fold is pulled out it also revels more type. I will consider this type of fold when I begin producing my publication from initial concepts.
1950s Safety Leaflet
Illustrative style suggests movement due to the dynamic shapes and perspective. I like the monochromatic colour scheme - looks like it was made as a lino print. The typography adds support to the image and it very blunt and insensitive compared to the current media.
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