Activity 01
Inquiry Circle: The Ad Autopsy
Groups are given a printed advertisement. They must use markers to draw the 'eye path' (where the eye goes first, second, third). They then identify the 'hook,' the 'information,' and the 'call to action,' presenting their 'autopsy' to the class.
Compare how different typefaces evoke specific emotions or personalities.
Facilitation TipFor the Ad Autopsy, provide at least three diverse ads so students can compare different emotional appeals beyond just the product.
What to look forProvide students with three short, identical messages printed in different typefaces (e.g., a playful script, a strong slab serif, a minimalist sans-serif). Ask them to write on their ticket: 'Which typeface do you think best suits a children's birthday invitation, and why?'
AnalyzeEvaluateCreateSelf-ManagementSelf-Awareness
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Activity 02
Think-Pair-Share: The Color of Persuasion
Show three ads for the same product (e.g., water) but with different color schemes (blue, green, red). Pairs discuss how the 'promise' of the product changes with the color. They share their findings on how color triggers specific consumer desires.
Design a typographic composition that conveys a particular mood.
Facilitation TipDuring the Color of Persuasion, bring in color swatches so students can physically arrange and discuss their emotional responses.
What to look forPresent students with a well-known brand logo (e.g., Google, Coca-Cola, Chanel). Ask: 'What emotions or personality traits does the typeface used in this logo evoke? How does this choice support the brand's overall message?'
UnderstandApplyAnalyzeSelf-AwarenessRelationship Skills
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Activity 03
Mock Trial: The Ethical Designer
Present a scenario where a designer is asked to make an unhealthy snack look like a 'health food' for kids. Students take roles as the designer, the company, and the consumer to debate the ethical responsibility of visual persuasion.
Justify the selection of a typeface for a given message or brand.
Facilitation TipIn the Mock Trial, assign roles in advance so students prepare arguments rather than improvising during the discussion.
What to look forShow students a slide with two paragraphs of text, identical in content but with different leading and kerning. Ask them to quickly jot down: 'Which paragraph is easier to read, and what specific adjustments made the difference?'
AnalyzeEvaluateCreateDecision-MakingSocial Awareness
Generate Complete Lesson→A few notes on teaching this unit
Teach typography as a language with its own grammar of spacing, weight, and contrast. Avoid presenting it as purely aesthetic; connect every visual choice to a specific emotional or cognitive effect. Research shows students grasp persuasion better when they experience designing first and theorizing second.
Successful students will identify how designers use size, color, and placement to create meaning, not just decoration. They will also develop critical questions about the ethical implications of visual persuasion in their own work and the world around them.
Watch Out for These Misconceptions
During the Ad Autopsy, watch for students who describe ads as only showing products without recognizing the emotions they promise.
Prompt them to circle all the words and images that suggest feelings like 'freedom' or 'adventure' and ask what life would be like if they achieved it.
During the Color of Persuasion, watch for students who assume the most important element must be in the center.
Give them tracing paper to sketch the 'Rule of Thirds' grid over their ads and ask which quadrant pulls their eye most strongly.
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