In Lupton’s chapter about Text, he states, “roman letters are designed to sit side by side, not on top of one another.” I understand the concept of this ad and I commend the message it is trying to convey. The ad displays big to small uppercase and lowercase in a stacked position going downward. The font is a little distracting which makes the text a little hard to read. I like the black backdrop against the white lettering. However, the thick strokes are too blunt. As the readers follow the text it becomes more difficult to read since “curiosity” is in such a small font. It doesn’t make it better that the question mark is a bigger size than “our” and “curiosity.”
