The first design is clearly structured into three equal parts. Each section contains a strongly related image and word with an elaborating line of text in smaller print. The images are iconic and as clear as the sans serif all-caps text. The ad actually communicates to a wide audience. If you don’t have money, the poster suggests, you can help. If you don’t have time, send money. If you’re hungry, eat at Florent. Even the last message, "Eat at Florent," emphasizes community (communion) over consumption by using the image of The Last Supper.
The second ad works with the same message of social responsibility and the same organizational structure, a division of three. The image flows left to right rather than top to bottom, but more importantly, rather than giving three options it shows three steps of a single process. The diagrammatic approach and simple design suggest that it is simple to give. The contrasting font choice for “Be Happy” says that generosity is a state of grace, lightness, and ease.
Because it’s so darn good I’m throwing in the ad below, a get out the vote campaign by Kalman in association with Florent Restaurant. It’s a happy coincidence that Dan Quayle misspelled a food product as it ties in nicely with the restaurant theme.
Florent Political Ads by Tibor Kalman.
Ed. Hall, P. & Bierut, M.: Tibor Kalman: Perverse Optimist, Princeton Architectural press, 1998, p74.