Ok, starting with this article I want to write about different good designs of charitable organisations that i come across and analyse them a little. The scheme of analysis will be divided into something like:

• First impression
• Conceptual idea and language
• Use and division of space and shapes
• Cover
• Colors
• Typography
• Images
• Medium and/or physical appearance (foldings, etc.)

This article is about the “Great Idea, volunteer!”-flyer of the IHC (www.ihc.org.nz) organisation in New Zealand.

First impression

Heartful, diverse and very active

Conceptual idea and language

As the target group probably is young persons willing to spend their time helping differently abled ones the language adresses their needs and worries. As a young person you might be worried about the seriousness of such a job and that you may not have fun while doing it. Thats why the folder succesfully adresses you with sentences like: Have fun! feel good! make a difference! In this way it is conveyed that you do make a difference BUT you will have fun while donig so. It also states: “Volunteering at IHC will challenge your ideas about what volunteering is all about” which makes a lot of sense referring to this specific folder as it creates a very vivid, active, authentic and involving image of the job. Emotion seems to be the trigger word.

Use and division of space and shapes

Absolutely no circles or round shapes. Predominantely rectangular to square shapes plus ripped looking frames. As roundness in a way suggests harmony so corners and rectangular graphics do suggest something a little rougher or more down to earth. The relatively chaotic arrangement of the images supports this life-like message. It conveys that working at IHC is about taking part in real life rather than in some perfectly ordered and arranged and sterile business. The other side of the folder (showing the huge image) is purely emotional using this vast space not for information but for a single image that creates a positive atmosphere. On the parts where some info is placed the necessary space is simply divided by a small pink layer that has a ripped looking edge. This simplicity and “roughness” also goes in with the rest of the design as roughness (ripped edge) mostly indicates a high level of involvement (adventure etc.)

Cover

The image of helping and helped woman comes with the simple message “Great idea, volunteer!” It seems as if the laughing disabled woman on the left says this to you as reader which gives it some authenticity.

Colors

Pink, white and black
The concentration on one color (warm pink for emotion) to mark and stress things helps support the simplicity-message.

Typography

Besides the SansSerif-font for logo and some more serious information the main font used for headlines etc. is some kind of Dakota-Handwriting-like font. It perfectly goes in with the rest as already explained before -> Handwriting = personal = involvement

Images

The photos used are natural and emotional. Most of them show a helper with someone who needs help. Their color ranges‚ are all non-artificial and daylight-like.

Medium and/or physical appearance (foldings, etc.)

The size of the closed flyer is about 12×12 cm while it is 24x 48 cm as soon as it is unfolded.

The whole folder brings some sense of playfulness with it. The folding technique makes you have fun while opening and lets you play around.

It is a relatively thick (about 250 g/m²) natural appealing paper which goes in with the down-to-earth-impression of the whole folder.