Besides the graphics, creativity in the advertising world extends to audiovisual products. The 2011 has been a very fortuitous in this regard, and though not yet finished, we present what we consider most remarkable audiovisual advertising so far this year.

1. The Entrance – Heineken

The Dutch agency Wieden + Kennedy brought in January this year this big announcement that is characterized not only by technical skill with which it was made, but for its humorous quality. Undoubtedly, those who see this ad for the first time you pass a good time to laugh off the screen.

2. The Force – Volkswagen

Made by the agency Deutsch, Los Angeles, this commercial, as well as humor and creativity, refers to one of the most important sagas in movie history: The War of the Galaxies. A child dressed as Darth Vader trying to manipulate technological equipment with his hands touched the whole world when the commercial premiered at the Super Bowl this year.

3. Braids – H2Oh!

To promote the brand H2Oh!, PepsiCo Argentina launched this commercial by BBDO agency. Through its intelligent humor and fast, this commercial wins us over in the same way as the youngest ever to conquer the entire family of his girlfriend. This is definitely great example of what advertising is Argentina, deserves to be seen on multiple occasions.

4. Balloons-MTV

This announcement demonstrates necesitra not always a big budget to make a great commercial. Loducca Brazilian agency, made the announcement with only 600 balloons, markers, and a camera traveling storey with a needle that is bursting the balloons as you go, and so, shows an animated sequence that form the drawings balloons. If it sounds too complicated, better see the video and you’ll understand better. Easily recognize Amy Winehouse, Slash, Ozzy Osbourne and Keith Richards among other musical figures that appear in this incredible business.

5. Above everything else – Cosentino

Finally, this commercial shows the great talent of the digital artist Alex Roman, who was able to create this sequence completely computer generated, simulating the explosion of grapes and other objects in a manner so lifelike that for a moment what accepted as such. Cosentino Group, who advertise through this commercial, is a company that develops surfaces for construction.

Despite the generous selection of digital sources to choose from when designing the text, most users take hold of a few types such as Arial or Times New Roman.

One reason for this is that there are too many options, graphic designer Dan said Mayer. ”The selection of appropriate typography requires both intuition and knowledge of certain rules,” he says, “but it takes years of practice to master them.”

In an article for the trade publication “Smashing Magazine” Mayer makes a list of five rules of design, the latest of which is a paradox: “There are no rules.” This “rule” means that no rule is an eternal truth. While the printers are all agreed that a source must be very legible and follow the nature of the text, opinions diverge when there is a choice between types with serifs or without serifs.

A font “serif” is characterized by small spikes that decorate the letters. Examples of serif fonts are Times, Garamond or Georgia. By contrast, Arial, Verdana or Helvetica fonts without serifs are.

For a time it was felt that the font with serifs provided a focal point for the eye, says Herbert Braun, editor of the German magazine c’t. While working at a computer screen, the serifs are considered more of a distraction than an ornament. However, “lately, serif fonts have been going through a renaissance,” says Braun.

Among the reasons for this are the higher resolution of modern displays and advanced technologies such as the “anti-aliasing and subpixel translation, also called ClearType in Windows world. This technology smooths the edges of characters to cover exposed pixels, resulting in a clear translation of the sources.

“The readability is of great importance and constantly publish new findings,” says Lorenz Schirmer, Linotype font maker, Bad Homburg, Germany. The good readability depends also on the reading habits of the user and the paper used to print text.Schirmer private users advised to print a sample text from multiple sources to compare the results.

Braun added that there are alternatives to the types Arial, Verdana or Times New Roman when it comes to creating a website with style. Google, for example, offers a whole directory of freely available digital sources and can be integrated into HTML documents using the standard CSS web page design. Linotype has also a wide variety of types available free for noncommercial use.

“Users should remember that fonts are software too”, says expert in typography Schirmer. ”This means that when making a purchase not acquire ownership rights, but that only the license to use,” he says.

There are many free sources that come with few limitations, Braun added, as no special characters or kerning. “ The latter, which lacks Spanish translation, refers to the adjustment of two letters that appear farther apart than the rest, as in “saw” or “will.”

Ralf Herrmann, an expert in typography, discourages the use of “packages offered 1,000 sources in the media or Internet free font. It is low-quality sources, unsuitable even for professional use. But on sites like “Typografie.info” Internet is a good source of information and exchange, which allows the user to investigate viable sources for their projects.

“I would not recommend buying a commercial source for private use,” says Braun.However, this makes sense for business – for example, to design a company logo.Among the competitors are Linotype FontShop FSI International, based in Berlin, or International Typeface Corporation (ITC) in New York. Anyone with creative inclinations can even design your own font with tools like FontCreator, High-Logic.

The standard format OpenType (OTF) is designed for all operating systems by Microsoft and Adobe was published in 1996 by icrosoft. OTF is also supported by the Open Font Format Web Format (WOFF), which allows transfer of fonts in compressed format. WOFF is an important standard supported by all modern browsers.

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