In this blog post, I would like to present the final explanation of my website’s plan, giving all justifications of the choice.

Overall Design: Basically, I have built the website, based on the principles of neon aesthetics, because it has reference to pop-culture and evokes a strong sense of modernity that is valuable by my target audience (Millennial).

Colours: I select black colour as a background because it creates a sense of mystery (Chapman, 2010), making users asking what is the secret about typography they don’t know, as well as signifies neutrality and simplicity, valuable by generation Y.

Typography: Because the goal of my project is to touch upon dominance of sans-serifs fonts,  without any doubt Helvetica as it is main representative has been chosen as the main type of the website. What is more, according to Elliot, S. and Barth, J. (2012), this font is especially beloved by my target group.


The first page will introduces users with the topic, while the visuals will make them question what is wrong with typography.

The home page shows the range of 3 fonts that users can explore. The dark shade has been created to underline the sense of modernity as well mystery , while lights out effect has been created to make you feel that the secret will be revealed if you click on the image. Behind the fonts, the timeline, which consists of the words (‘discover’), is presented to create a sense of connection between these three types.


The statistics page will demonstrate the influence of the font, focusing the attention on its high use on the web. The graph itself is built on the principles of data visualisation since it is a ‘modern trend’ that is able to present the information beautifully as well as comprehensively and simply. The blue rectangle has been used to create a feeling that it is a profile of Helvetica. In the next term, the graphs on this page will be animated. Besides, the slideshow that let users explore the information about all 3 fonts will be provided on the same page. However, as it has been discussed previously, there will be 2 other pages that are supposed to look totally identical to this one. Depending on the made choice on the home page, the slide show at first will depict the selected font and then others .

The final page will suggest that the values of the fonts are disappearing. Basically, the focus will be to show that due to massive use of Helvetica, Garamond and Myriad, their identity hardly lays role . Regarding the visual look, a timeline is presented once more. However, in this case it is mostly used to signify the presence of typographic trends. The colour of yellow, red and blue have been chosen so as to play on contrast with black, illustrating innovative aesthetics (Chapman, 2010).


Chapman, C. (2010). Color Theory for Designers, Part 1: The Meaning of Color – Smashing Magazine. [online] Smashing Magazine. Available at: [Accessed 8 Dec. 2016].

Elliot, S. and Barth, J. (2012). Wine label design and personality preferences of millennials. Journal of Product & Brand Management, [online] 21(3), pp.183-191. Available at: [Accessed 7 Dec. 2016].



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