I have no formal training in graphic design…but it seems to me, if you’re going to use two very dissimilar sizes of type, necessarily the text in larger type will be emphasized. And it would seem to follow from that, that such text ought to accord with the overall message of the image. And finally (and maybe this is me as English teacher), it seems that if those emphasized words aren’t just a list of nouns, say, but if they appear to form a sentence, that sentence should be a well-formed sentence.
All of which goes to explain why this ad for United Way – seen here in a quick and dirty snap of the back of a bus, but also used on billboards – bugs me.WE RAISE IS EXPECTATIONS is not a grammatical sentence. What’s more irritating is that it would have been so very simple to make everything work, just by making that “is” smaller (the same size as the other type), possibly moving it.
Could be my inner proofreader is taking over my brain – but that ad just makes me cringe every time I see it.