Week 5 Reflection and "Add Some Wi-Fi" series | Tiffany Zink
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Week 5 Reflection and “Add Some Wi-Fi” series

This week was fun, but challenging at the same time. I wanted to find things that I haven’t read, or used in the classroom before. I can embarrassingly say, that I did not know about Massimo Vignelli before this week, and now I’m in love.  I realize his Graphic Standards became controversial, which is why they were redesigned, however, the current New York Subway signage still holds a major inspiration and implementation of Massimo’s original design.

In search for something new, I ended up finding a poster design series that I had never seen before. Through research, I found the title of the series, Venezia Café: Add some Wi-Fi, and the advertising agency, Utopium, located in Romania. I’m guessing this work is older, because it is not displayed on their current site.

The poster series is designed for a café, advertising that they are a free wi-fi hubspot. From the series, I can gather that they are open, morning – evening, and they also serve alcohol. The series utilizes space, visual hierarchy, and contrast to guide the user and communicate the message intended. They target every audience; the coffee drinkers, those on lunch break from work, and the ones having an evening wine while working or studying.

They use typographic imagery, utilizing the Gestalt principles of proximity, closure, and grouping to convey a familiar contour that speaks to each target audience, in this case, a coffee cup that’s steaming, a bottle of some cold drink, reminds me of coke (but could be anything based on individual biases), and a wine glass (Johnson, 2014). The designer used specific characters to make up all three designs: square brackets, parenthesis brackets, em-dash, underscore, and an equal sign for the bottle cap. That is what keeps the consistency throughout the series, and serves as the dominate element, grabbing the attention of the target user.

The call-to-action message is considerably smaller, one line, and evenly spaced between the large image and logo/slogan message. The focus is then guided to the logo, stating the location and confirming the message, in this case, that the café is a free wi-fi hotspot, from open to close. I love the execution of this concept and design, but they do break the rules involving asymmetry, with exception to the coffee cup (Cousins, 2015). However, I think the minimalist approach works effectively, communicating the message intended.


Johnson, J. (2014). Designing with the mind in mind, second edition: Simple guide to understanding user interface design guidelines. Waltham, MA: Morgan Kaufmann.

Cousins, C., (2015, June 3). Asymmetrical design: Creating beautiful, balanced layouts. Retrieved from http://designshack.net/articles/layouts/asymmetrical-design-creating-beautiful-balanced-layouts/

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