Judged by Their Covers

There's a new grocery store coming to Stamford called Fairway. According the ads I've seen, it sounds like the kind place for people who really care about food. That sounds great to me, but the ads at the train station don't communicate that same passion for food.

When creating/critiquing work I find it helps to try not pay attention to the meaning of the text, but instead to guess at its content and intended audience purely from evidence give by the graphic elements. In this case there's something about the chunky Dom Casual-esque font and the color scheme that seems closer to local mechanic or tire shop, and not—great place to find exotic foods you won't find elsewhere.

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