WAL*MART, ALWAYS LOW PRICES, Always. Link. 20 October 2014. Web.

While this is not the image personally taken (iPhone camera failure created a blurry image and a clear image was needed) it is of the same things I’d noticed thanks to Walmart and my excessive time spent there since my move to Pullman.

Only the middle line in this example uses Helvetica typeface which I find easier to compare in terms of how the font interacts with others in a cohesive manner (I really hope this is actually Helvetica and my eyes are not failing me). In this case the message is deemed more important in terms of visibility than the title, though that does not fail to be seen from a great distance either. Thanks to the film we’ve been watching, I can say that this use of Helvetica with two other fonts allows for a sort of awareness that the message should be clear but is also acting in a way that works all three fonts together without one out-shining the other. This sense of “invisibility” allows the message to be more important than the words themselves. The Helvetica in this example has a lesser scale than the other two fonts which promoted the message more than the font being important and it was the /O/ that confirmed this was in fact Helvetica typeface which has equal distance on all sides of the /O/ – and is a member of the transitional sans serif family, same as the others in this ad piece.