Saturday, February 11, 2006


Here it is, my first solicit for a paid assignment.

I had signed-up with Edinburgh Gumtree ( and they have sent me this job posting of ChewChew via email:

Requested: Web Designer for ChewChew - online food ordering service
Hi Willem,

I have had a look through your profile and it looks very impressive. We may very well be interested in working with you.


Keep the site very clean and simple and keep the orange as the main colour throughout the page. The things that will sway it for us are things like professional icons, good fonts and a simple yet quirky feel.


If we like what we see you could potentially be getting a great deal more work from us in the future and the site develops.

I very much look forward to seeing what you have to offer.

Kind regards,


Basically, they want their site to look more polished.

The two screens below are

(1) ChewChew's current web page

and (2) an example of CampusFood, another food-online service, as how ChewChew would like their look to resemble.

So, I will start out with highlighting the main areas of improvement as I see it..


First, I will use the underneath star diagram to determine the 'style' that fits best with ChewChew.

Stylizer; what describes the required style best.

  • Casual versus Formal

    You don't act the same way when you're with friends as you do when you're with strangers—neither should your typefaces.

    Fonts are the same way--they present a subtle “first-impression” to your readers, whoever they are, and whatever you want to say. They may not consciously notice the font, but they will subconsciously notice, and respond--emotionally.

    * Casual doesn't always mean "sweats or blue jeans." Think of Casual as "friendly", "easygoing," or "insouciant" (don't you just love that word?).
    * Formal doesn't always mean tux or evening gown. Think of formal as being "proper", "conventional", or "traditional".

    Some fonts can manage to be both Formal and Casual, depending on how you use them. And since everything really is relative, there are degrees of both formality and informality. The trick is finding just the right degree-finding what's appropriate.

  • Impressions
    All typefaces give the reader a certain feeling, or impression.

    While most readers won't consciously notice that the font is conveying anything more than the words on the page, they do make a subconscious, emotional difference. (

  • Friendly versus Serious
  • Cool versus Warm
  • Modern versus Traditional

  • Along with the style comes the Font (of which the texts are made up). There is a handy Font chooser which I have incorporated below:

    Speech by ReadSpeaker