More and more I’ve noticed the amount of handwriting showing up in advertisements, magazine articles, and television commercials. One of the first places it caught my eye was in the New York Times Style Magazine.
There is a fantastic section called Edible Selby where the reader has a glimpse into the lives of up-and-coming, sometimes under the radar, chefs. The Times asks questions in handwriting such as “What are the signs of a great paella?” or “Could I get the recipe for the salted potato bake?” and the chef replies back also using handwriting.
It’s a catchy way to not only bring interest into the article but also, especially for the foodies out there, a chance to literally see the recipe through the scribbles of a future of Thomas Keller.
W magazine has also used this technique with their WHERE/ON SET section where movie stars handwrite descriptions of specific scenes. Love the one above where Michelle Pfieffer describes the behind-the-scene photo from her new Tim Burton film Dark Shadows. It can bring you a bit closer to this “star” when you see their own handwriting and feel their own energy behind the pen. (love this one, of course)
Some advertising gurus believe one of the most effective copy techniques to grab a reader’s attention is by using simulated handwritten notes and doodles. The argument is when you introduce a handwritten element into otherwise digital monolithism it becomes very different in a simple, humanizing kind of way.
Even in this day and age of computer generated everything, the power of handwriting stands out.