According to The Rules of Typography, boldface text is to be used sparingly. “Reserve boldface for items that can be set entirely in bold, and avoid mixing with normal, or non-boldface, text,” says the typo rule-maker.
In this ad for The Grove at Victoria Hill in New Westminster, we find a fascinating use (or misuse) of bold in the headline. The hard-hitting “You can’t afford to miss this opportunity!” curiously draws attention to the lack of affordable housing in Greater Vancouver. The spin here is that Onni wants you to see its $265,900 one-bedroom as affordable. Yet, there’s something peculiar about the bolding of those words. It’s as if the ad designer, all but certainly priced out of the market, is screaming at the reader in a final subversive act to raise awareness of housing cost insanity.
Finally, a condo ad that sees the forest for the trees.