Expressive redesign. Coffee facts

I found this poster in a?cafe:

The cafe interior is beautifully made. And this poster fits in nicely. You can’t see it but trust me!

But the poster isn’t appealing. It’s a wall of text. What I mean is?— you probably looked at the picture above but haven’t read it. If you did?— you are exceptional! I?was in this cafe 2–3 times and never read it.

Let’s see how we can make the poster more appealing!

First, let’s check the text:

Facts 1 and 11 are pretty similar?— it makes sense to put them next to each other.

Now let’s use an Expressiveness method?— “increase information.” According to this methos, if you put more information in a way that it contributes to a story, a design becomes more appealing and efficient in conveying thoughts. Expressiveness p.2?— Increase information

Here we won’t add information, but rewrite what there already is so it looks more like a story:

Facts 1 and 11 joined into one. They both contribute to an idea that Arabica is sweeter than robusta.

Other facts changed its structure. They became a paragraph with a title. This structure implies a?story?— you get a fact in the first sentence and then the fact gets explained.

Last facts are too small to form a?paragraph?— they will be fast facts. It makes sense to gather them all in one place. You could say that these facts are also a paragraph with a title Quick facts.

Now let’s increase contrast:

Now it’s more fun to read?— because it’s easier to navigate. You can skim through the headers and read more about a?fact that seems interesting to you. Quick facts are even quicker to read.

In terms of Expressiveness, we used the second method of making expressive?— “simplify.” The text turned into a form that is simpler to consume?— big titles, numbers, illustrations, tables, and captions.

Now that we defined the layout, let’s work on details.

The tree scheme:

Let’s simplify?— remove redundant elements. Coffee icons are from a different world?— their dimensions don’t match the tree?— so we’ll make them the actual size. And we’ll increase information?— add a gradient to the title so it highlights the idea of transforming coffee tree into coffee beans:

Finishing touch. Let’s match the style of the cafe interior and other stickers?— use monospaced font:

Meanwhile, a better solution for the “Dark roast ≠ more caffeine” fact was found. It’s a?simplification — crossed title conveys the idea of negation faster than “No!” in the end text. And it makes the fact paragraphs more diverse and interesting to study.

The icons of coffee and wine matched the style of the font and became more informative — glitter hints at the amount of flavor components.

Before and after:

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The Expressiveness Formula