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Maybe my judgment has gone askew, maybe i drank too much coffee, but even if i can't convince the client I want to know whether my heart is right or wrong. So please respond.
So currently in the first image they use Helvetica exclusively in all kinds of GIGANTIC SALE ways on their website. Actually more extended and condensed, but never anything in between.
I really do heart Helvetica, but this is a candle company. They have Trajan in use in their identity and I just feel Helvetica has no place in their typographic repertoire. It's lack of character(at least relating to the company's aesthetic look) just grinds against my constitution as seen below. I think it just cheapens the look.
Rather do I give props to the same Helvetica, because it can look like a supermarket ad and just excuse it for use when they have a clearance(purely for the pervasive psychology and overuse of said typeface).
These example of course doesn't have candles, but meant to be a seasonal theme(indian summer)in relation to new fall colours. The photo is just a test, so lets not focus on critiquing that. In use in the first image is the illustrious Sackers Gothic. I couldn't find the history of Sackers to back up any argument, but it has that retro, nostalgic feel that you'd find on an old 50's pickup in Door County, Wisconsin. At least to me. It may not be that old, but it's similar-looking fore fathers pass that nostalgia on don't they?
Overall thoughts. The writing of this book is done.