Waiting/Part of Futire Retro exhibition/Digital print on plexiglass/2007
This poster is from an ad agency called The Futro Unit of Creative Services of Ljubaljana, Slovenia. It is part of a retro exhibition whose purpose it seems was to promote the agency. This piece was created by Stojanovic, the founder, and a team of his designers.
This ad demonstrates the idea of hierarchy in type. That is to say, in this case, what we read first, regardless of order. As usually the sentence would be in order for ultimate readability, that is not the case here. Viewers obviously read 'we' first, whether it is because of the scale or the contrary horizontal graphic accompanied by it or the position of the word 'we' on the page, it allows us to still read the sentence as it was meant to be read.
This brings up an excelent point for me, as I am usually stuck on the idea that words need to be in order in order to be understood. That doesn't seem to be the case and I look forward to trying this out in one of my projects.
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