Student Name 

Ms. Jessica E. Clements 
English 10600: First‐Year Composition 
10 March 2009 
 

Cover Memo 

  For project number two, writing to analyze, I chose scenario number one. The assignment of 

scenario number one is to analyze representations of Purdue. I chose to analyze a pamphlet for C.A.P.S. 

or Purdue University’s Counseling and Psychological Services. I chose this advertisement because I 

honestly liked the colors that were in the pamphlet. I thought that it was interesting how there were 

only two prevalent colors in use. The viewer will benefit from reading this analysis because it has so 

many interesting things about it that on a cursory glance, it would be hard to notice. Also, on a general 

note it would make them more comfortable reading and understanding this pamphlet; by comfortable, I 

mean that someone may take away a deeper meaning, which I believe is the purpose of this pamphlet. 

The purpose of this pamphlet is to acquaint and make Purdue students comfortable with reaching out to 

the program. 

   The genre that I chose was a pamphlet, because it allowed me to put my essential visual 

components side by side with my comparison, allows the audience to better understand my analysis and 

proves that my visual components are essential. For example, when I speak of the predominate color 

scheme in the advertisement; I will have a scanned image on the page next to the page with my analysis 

that shows the color scheme of the pamphlet. From an organizational viewpoint, I also felt that since the 

pamphlet genre allows for Headings on each page, that it would make the information easier to follow. 

Personally, it made the analysis to easy to write because I was able to effectively use headings to 

highlight the important parts of the theory that I used. 
             After editing my rough draft for the first time, it came to my attention that the logic behind my 

organization was not clear. To me it seemed most natural to tackle the issue of the color because it was 

what I noticed first in my notice and focus, and most importantly it was what made the pamphlet unique 

from other advertisements that I had considered analyzing. The text came second in the analysis 

because the purpose of the pamphlet was to inform, and the text was essential to determining how 

informative the pamphlet was. Visual Imagery came last because it was the last thing that I noticed, and 

was least influential piece in the advertisement. When you are preparing to read this advertisement, 

realize that these analyses only apply to the pamphlet and that these theories are supplements that 

help me come to my unique observations about the pamphlet; it can be analyzed in many ways. 
 Conclusion

The C.A.P.S. pamphlet was very well put together, the

parts came together very well to reinforce the mission
and purpose of the program and also to inform, which is
the purpose of most pamphlets. The overwhelming use
of green in the background and throughout the text, un-
der the theory of color symbolism represents the posi- C.A.P.S. Pamphlet:
tive aspects of the program such as the comfort and
dependability of it. The text is spaced, chosen, and pro-
duced in such as way that gives the pamphlet an effec- Why it works?
tive typographical layout, making the information easier
to read and understand. The images reinforce the posi- Sarena Korni
tive nature of the program, a program that serves a
diverse group of people; most importantly a program
that is concerned with the well-being of the students.
The aim of this pamphlet was to extol the good virtues of
the program and encourage students to take advantage
of it, and this pamphlet did a fine job of doing just that.

Student Name
Ms. Jessica E. Clements
English 10600: First-Year Composition
March 2009
 Page 2
Introduction

While walking past a bulletin in the hallway near my dorm, amongst a sea of gold and
black, I spotted a green and gold pamphlet, with big white letters on the front. The letters,
which spelled out “C.A.P.S” were on top of a picture of the fountain in the engineering mall.
This piece of advertisement was an informative pamphlet on the Counseling and Physiologi-
cal Services at Purdue University. The characteristic of the pamphlet that caught my
attention first was the symbolism and visual appeal of the colors, as I flipped through the
pamphlet I noticed the interesting placement and selection of typography, and the visual
imagery seen in select areas throughout the pamphlet, contained interesting contrast and
rhetorical meaning. All of these characteristics together benefit and enhance the message
of the pamphlet.
Color
Theory:
Illustration of Visual Imagery:
A function of colors in design/advertisement that can be complex and basic at different
levels is “color symbolism”. Color symbolism is the way in which color conveys meaning.
According to the design website “Color Matters” there are two ways that colors can con-
Scanned image of the Brochure
vey meaning. One is natural associations and the other is psychological symbolism. Natural
associations are directly related to colors in nature and psychological symbolisms are
directly related to cultural encounters of these colors (“Color Matters”). For example, a
natural association of color is the color yellow and the sun, and yellow as a color of excite-
ment is psychological symbolism. Viewers find relief in being able to relate colors to famil-
iar objects or ideas and their understanding of the subject is enhanced (“Color Matters”).

Analysis:
The most noticeable characteristic of color usage in the pamphlet is the stagnant focus
on Green. The whole background of the pamphlet is green and about 98 % of the informa-
tional text is green. Taking into consideration the context of the information, to inform the
audience on the mental benefits of the reaching out to Purdue’s Counseling and Psychologi-
cal Services (some of benefits are actually listed), the color green is a really fitting color
to emphasize. Claudia Cortes, shows that green is a color that has natural associations
and psychological symbolism that can complement the message of the pamphlet and also
makes the pamphlet visually pleasing to look at. In “Color in Motion”. Cortes describes
green as a color that symbolizes analytical behavior, comfort, dependable, free and
friendly, to name a few. These psychological symbolisms are given honorable mention
because they capture the essence of the pamphlet. The pamphlet extols the positive as-
pects of the services being offered; there is a team of professional counselors who are
willing to help the student gain awareness of their mental health through discussion, the
student should communicate their troubles to C.A.P.S. a programs that is willing to help
comfort and mediate any problems the student encounters. In addition, the pamphlets
wants to encourage the student to be free in expressing concerns because it promotes
good mental health. The saturation of the green is low, this adds to the understated and
comfortable tone of the pamphlet. The Color Gold is also used more subtlety, to emphasis
Purdue University’s involvement in the program. It is clear that the Gold represents Pur-
due University because the name of the school is also in this color. This boosts the reputa-
tion of the University as a school that cares about its students well-being.
 Page 6
Visual Imagery
The color and text marginally overpower this pamphlet, and they are the dominant
characteristics of the pamphlet, however there is some visual imagery in the
advertisement that is worth mentioning. On the front panel there is an image of the Purdue
University Engineering Fountain, and on the second panel inside of the pamphlet there is a
picture of a man and women sitting together and talking, there is also the re-occurring
visual image of a leaf,. The visual imagery, though minimum, reinforces many of the Illustration of Color Scheme:
qualities of the pamphlet created by color and text.
The Engineering Fountain: Scanned image of Brochure
It would seem more logical to have the figure on the front cover to be of the
psychological sciences building, where the program is located. However, there is a picture
of the Purdue Engineering Fountain. Behind the fountain there is a glimpse of Hove De and
the Bell Tower. This image is ascetically pleasing, two grand structures in the background
and a beautiful fountain in the front. However, it is clear that the fountain is supposed to be
the main focus because of the contrast in light and size that it has to the building and the
bell tower. The size of it is comparatively bigger, and the light around it is very bright, the
image itself is white. The fountain was chosen to be the center of attention for a reason,
Water for the most part is naturally associated with calm, and soothing effects, especially
when it comes to structures such as water fountains. Along, with the symbolism behind the
coloring, the image of the fountain is meant to make viewing and reading the pamphlet
calming and comforting.
The Man and The Woman:
I noticed some interesting contrast in the picture of the man and woman. First the
pictures symbolizes the diversity of the program, the program serves every gender, and
people of different ethnic and cultural backgrounds. I gather this from the fact that the
woman is white and the man is obviously of some other ethnicity. They seem on friendly
terms, both of them are smiling. This image really reinforces the positive vibe that the
color and text bring forth concerning the program; that the program is there to help
everyone and that the people and environment are friendly.
The Leafs:
The leafs were the re-occurring images, one appeared on the front panel underneath the
letters “C.A.P.S.” and the other appeared on the top of the first panel on the inside under a
personal message from C.A.P.S. Since the leaf appeared under the acronym for the
program, like an adornment, it is logical to assume that that is some kind of insignia or
symbol for the program. It is also the one image that appears again, and the fact that it
appears on the first panel in the inside, and under a personalized message from the
program proves that it is an important symbol. On a basic level, green leaves represent
life and growth. The purpose of the program is to help students grow into their college
experience and live a healthy life.
 Page 4
Text
Theory:
"Good typography can improve comprehension by up to 500 percent … bad typography
can render even the most beautifully written message incomprehensible” (Barth, p.1).
Ozcan Tekson a professor of graphic design at the Humber College Institute of Technology,
reveals through his theory on the use of typography in graphic design, that this message is
true. Tekson’s theory defines nine criteria for effective typographical layout. The nine
criteria are balance, dominance, contrast, space, flow, movement, proportion, composition,
and coherence (Barth, p.1).
Balance and Dominance:
According to Professor Arthur Dirks of Bridgewater State College of Art and Design,
balance is the value and equilibrium (lightness and darkness) and dominance is relative
importance of some things above others in the composition that places emphasis on cer-
Illustration of Different typed of Font:
tain items (‘’Art and Design Terminology”). In this advertisement there are examples of
these two things throughout. The most blatant is the title, the dominance of the title is Scanned image of the Brochure
clear. The acronym C.A.P.S. is in big white letters, while all of the font on that page is in a
light green. Emphasis is placed on this acronym to acquaint the viewer with the name of
the organization. Furthermore, the headings for all of the important information, such as
Counseling and Commonly asked questions are is bold print, which effects the balance of
the typography. The change in balance adds the extra emphasis to the headings, letting the
viewer know that they are important for comprehension of information.
Contrast, Space and Flow:
Contrast is change of stress or accent to set elements off against each other, space is
the amount of room allowed between typing, and flow is how well the typing carries
through the viewers eye (“Art and Design Terminology”). The only contrast between the
font is the use of colors and to emphasize headings. The spacing of the typing is effective
because there are multiple spaces between the headings and informative paragraphs.
Allowing the viewer to go from specific to general, and giving them the ability to compre-
hend and chose what topic is most important to them. The flow of the ad is efficient, the
headings and sub-headings are very organized and interrelated.
Movement, Proportion, Composition, and Coherence:
Movement does not really apply to the advertisement. However Proportion or the way in
which all of the typing is interrelated, Composition or what elements make up the typing
and Coherence or whether or not the typing is readable are very important and relevant
(“Art and Design terminology”). The proportion of the pamphlet is determined by the fonts
used, the general headings are emphasized however all of the text appears to be in Serif
Font, which brings an equality to proportion. The Composition includes the font used and
the organizational pattern of the text. The font used was Serif Font, a very formal and
straight-forward type of Serif, similar to times roman, and the organization consisted of
headings and sub-headings. The composition was very professional. The coherence was
perfect because the genre of a pamphlet allows for heading and sub-headings, and the font
was consistent throughout.