This document analyzes several posters and webpages created by homeless charities. It examines aspects like photography, fonts, colors, layout, language and text. Overall, the document finds that the designs effectively communicate their messages through the use of images that draw viewers in, color schemes that convey the right mood, easy-to-read fonts, short descriptive text, and layouts that balance images and words. While some designs could be improved with brighter colors or less text, the analysis provides insights into effective visual communication strategies for promoting homeless charities.

1. Social Action
Charlotte Shaw

2. ShelterPhotography; there is one main image used that is the focal point of this
poster, the fact the his eye level is lowered shows his innocence, and
vulnerability, expressing sadness and unhappiness feeling sympathy towards
him. the photographer uses a small depth of field to focus on the expression
of the child, as you can see that the surroundings are out of focus and
blurred. The lighting has been set to give the photograph an erary feel, such
as the candle which adds to the mise-en-scene of the poster, and the ideas
surrounding homelessness.
Fonts; there are two main fonts included in this poster, the first used as the
logo of the company, and seen on all there advertising material, which will
mean it can be recognized by the public. The second is used for the main part
of the text and is in sans serif font that is clear and readable which also
catches the eye of the reader.
Layout; the format for this poster is clearly set out, with a text box and main
image, I feel this layout works well because you can clearly see the text and
doesn’t distort or interfere with the image which helps to get the message
across. Both the text and images are also well interlinked with what the
message is saying ‘no room at the inn’ and the image which relates to this.
Text and language; the language is formal as it is used as an informative
piece to state the facts and get the points across, by doing this in short
snappy sentences helps to get there point across and aiming to get
donations. The key ‘donate £3 to help us in our work, simply text ‘home’ to
70007’ is also emphiased by the coloured text box which it is in to get that
message across .
Colours; there is a clear colour scheme which runs through this advert which
helps to make it look professional, using the colours red and black, both very
striking colours. Red is used as a colour to empahse a specific point as a text
box in the donations box, as apart of the logo and used on the clothing of the
model. The fact that they have taken the colour scheme from the original
logo, helps to run seamlessly as an advertising campaign which all there
other promotional material have in common

3. When analyzing this poster I will look to take
inspiration and look at the likes and dislikes of these
poster and what I will look to include in my own
promotional material, in terms of the things I would
change I would possibly look to use less text or using
a larger font to get the message across as I feel that
people passing by wont take as much notice to read
it, so using as little text as possible as it would work
better with a strong image. However I do like the
choice of color scheme as I feel it is bold and catchy
so combing to striking colors I feel would help me to
do so. I also like the layout to this advert to as it is
clearly split between text and image which I feel
works well at drawing the audience into the advert.
What; this poster is apart of an advertising campaign
for the homeless charity shelter.
Why; the purpose is to promote this charity so
people are aware if they are ever in need and also is
a way of asking for donations from the public
Where; this poster would be found in magazines that
could relate to such issues whether this being topical
magazines or as a newspaper insert. It could also be
found on on billboard within the city to make people
more aware of such as this company as
homelessness is found most commonly within the
inner city. This could also be found online as many
websites and blogs have room for adverts whether
this being still or moving.

4. SASH Photography; as a webpage the images used help to split the text out and makes it more
interesting to the reader. These images are mainly amateur as there purpose is mainly
photography captures, the moments from fundraisers and campaigns to help promote and
press which comes with such a small local charity. The photographs are displayed in a flip card
manner to make it more interactive and eye catching. There are also some forms of candid
photography and portrait photography which Is used to tell the story of a case study, using a
small depth of field to focus on that person where then the surroundings are blurred out.
Color scheme; using a green and white color scheme is another color combinations, and from
this research have found that most of these charity do this. The color green is there to
connote growth, harmony and safety something which can be associated with these homeless
charities and the sense of community and support it brings. The green is not only used as a
text color but also as backgrounds for some of the text
Font; like many of the campaigns the text has been included in a sans serif font which is clear
and easy readable for all ages. I also feel that by using that type of font also matches in with
other pieces of promotional material working well as a combined campaign. However to
emphasis some of the main point boldness has been added helping to emphasis the key
points.
Text and language; the text which is included uses simple language, and short sentences to
get to the point and also adds impact, the use of rhetorical questions also helps to get the
reader attention and get them questioning therefore hooking them into the webpage. The
text has also been presented in a formal manner which helps to make it look professional and
high quality.
Layout; it has been presented in a way which splits up the text in to smaller paragraphs, with
an equal balance between images and text making it informative yet and visually appealing.
There are also links to social networking sites such as Facebook, twitter and you tube which
helps connect them with the wider community, especially with this company been a local
charity so promoting it an important part of making people aware of this. The homepage also
has a slide show effect with 3 running boards. This moving image helps to make it more
visually appealing and is a clever way of adding more information without it looking over
crowed, Which helps to categories' the information into what is the most important. The logo
is also clearly places at the top left of the webpage along with the side bar full of all the other
links. The logo helps to reader to understand the company, making it easier to recognize , and
works well as an advertising campaign with posters and leaflets too.
What; the purpose of this webpage is to promote and publise the company making them aware
of this issue in to society by including case studies, what they do and how others can help.
Why; the reason behind this is to inform the public this homeless charity

5. Street LinkPhotography; there is one main image within this poster which is used as
a background for the advert, as it is in soft focus because it makes the
person look more innocent and make the text the focal point of this
advert. The lighting used has helped to emphasis the rough sleeper in the
photograph which has been set within an underground tube station in a
urban location associated with homelessness.
Fonts; the text is in a bold sans serif font like most advertising campaigns
as it is clear and easy readable from a distance. The same font is used
throughout the whole poster which shows continuity and makes it look
professional, however towards the bottom of the page there are the logo
and links to the supporters and brands which are involved in this
company.
Colour scheme; this poster uses a mainly monochrome colour scheme,
which sets a monotone and depressing outlook which reflects the life of
the homeless. However the hint of red which emphasises that point and
draws your eye into the poster, the colour red is also a very common
colour found in homeless posters such as the shelter poster I analysed
earlier. The connotations behind this colour suggest, warning, sense of
emergency and danger. The fact that it is used for the text ‘no second
night out on the streets’ helps to emphases this and making it the main
purpose and focus to this advertising campaign.
Text and language; the fact that includes the word millions helps to
emphases this problem, and encourages people to donate. As they aren't
stating this as fact and showing there belief is a way of grabbing the
attention of the reader. They have used short snappy sentences which
help to keep the reader interested , as I feel without if the poster had to
much text the public wont be as interesting and too informative. They
have also made sure that they have included the contact details to get in
touch, however this poster doesn’t ask for donations and instead is based
on the interest of the public and finding those homeless.
Layout; this poster has a set layout with the text to one side and the main
image to the other, as you can see the text is also places round the focal
point of the image, which also helps to emphasis this point. The ratio
between the text and image is also similar as the message is clearly read.

6. From my analyze of this poster I know have an indication
of the things that I like and dislike within this poster and
what I can include in my work. Some of which are; I think
that the layout of the text and image works well because
it falls around the main image as away of drawing the
readers attention, as it looks simplistic and professional
to the reader which I will look to incorporate in my own
work. However, I feel that in terms of color schemes I
may look to use a more brighter color scheme because
even the red draws your attention into the poster I don’t
think that it sends out the right message, as the
background to this image seems glum and depressing
something which is negatively portrayed so in order to
improve upon this using more positive colors till help, at
getting that message across.
What; this poster is apart of an advertising campaign for
the homeless organisation street link .
Why; which looks at supporting those homeless or in a
vulnerable situation. And instead of asking for donations
they look at finding these people in need with the help
of the public, to track these down.
Where; this poster would be found in magazines that
could relate to such issues whether this being topical
magazines or as a newspaper insert. It could also be
found on billboards within the city to make people more
aware of what this issue and how they can help. This
could also be found online in places such as campaigning
sites, support groups and social media sites of a way of
promoting what they do because if more people are
made aware then it helps in getting them off the streets.

7. Logo Analysis
Text; all of the following logos use words associated with
homelessness and to counter balance this trying to send a
positive message across, giving them a place to stay or turn to
for support.
Font; all of these logos use a sans serif font, which has been
used because of its simplistic nature and which is clear to read
for all ages, by using this text also means that the logo isn't
misread and can be seen from a far. Some of these also use
bold to emphases the point or that specific word. Shelter have
associated the word within there logo, by emphasizing the
letter ‘h’ into the icon associated with house which I feel is a
great way of adapting the text. Simon on the streets also has a
clever use of font as this graffiti distressed look links in with
the ideas surrounding homelessness.
Graphics and layout; these logos all seem to be very
streamline and horizontally placed so that it looks
professional and high quality. As well as text some of the logo
use different symbols and shapes within that may relate to
the word or situation and also makes it memorable for the
viewer if there is something to symbolise that company.
Which I will look to include in my own designs.
Colours; from the 5 logos I have picked out they all seem to
follow the same colour scheme reds and blacks. The red
connotes warning, a sense of danger and alert, which will help
to draw the attention of the reader however I feel that that
there are some negative representations behind it. The black
is also a common colour found in the print industry which is
clear and easy to read.

8. Comparison
To conclude I feel that each artefact effectively gets there message across, and use the same principles in which to do so. The images are
an important element to any charity campaign helping to set the scene, and is an effect way of drawing the audience in, choosing
sympathetic imagery, which has chum and sad scenes especially in posters. However in other artefacts the images display a different
message such as the SASH homepage tending to take a different angle and showing this in a more positive and upbeat manner to show
the progression they have made, which in effect could mean a better response from the public and are likely to donate. Colour schemes
are also an important factor as this as it important to connote and sends out the right message to the public. For example red suggest both
positive and negative connation's, showing a sense of urgency and importance, it can also display signs of anger and violence. However is
something that is use in many charity campaigns to grab the attention of the reader. SASH however from there previous campaigns
rebranded to avoid the colour red which is used in there past logo, however has changed to subtle greens , which connote calm, sense of
community and is an inviting colour, and so colours are very important to set the right mood. The types of fonts also seem to be similar no
matter what the product, a sans serif font which is clear and easy to understand for all ages as well as font it is also key to make sure you
are writing in short snappy sentences especially for poster an example could be stating a fact as this automatically puts this into reality
which is hard hitting and a great way of creating impact. Short sentences are always used because as poster will be placed in the streets on
billboards and buses, it is important to hook your audience which are most likely to be passer’s by. so enphasing this by using language
techniques, such as rhetorical questions alliteration, and facts and figures or simply using a bolder font will help to do so.